1968 Mercury Cougar: The "Unfair Advantage" Muscle Car
The 1968 Mercury Cougar represented a significant evolution of Ford's stylish "pony car" competitor, building upon the successful foundation laid by its 1967 predecessor. Positioned as a more upscale and aggressive alternative to the Mustang, the '68 Cougar aimed to capture buyers seeking a blend of performance, luxury, and distinctive styling. The model year saw refinement in styling, powertrain options, and the introduction of new performance packages, solidifying the Cougar's reputation as a potent and sophisticated personal luxury coupe.
Key Features and Styling
The 1968 Cougar retained its signature fastback profile and distinctive frontal styling.
- Front End: The most prominent feature remained the hidden, vertically stacked headlamps behind a prominent grille. For 1968, the grille received a subtle update, with a slightly revised horizontal bar pattern that enhanced its visual width. The bumper was still a full-width chrome unit, integrating cleanly with the overall design.
- Side Profile: The side profile was characterized by a sleek, sweeping roofline that flowed into a sculpted rear deck. A key element was the "sweep-spear" indentation running along the lower body, a signature Cougar design cue that added dynamism. The quarter panel scoops, a nod to its muscle car aspirations, were still present, though their design was slightly refined.
- Rear End: The rear boasted the iconic sequential turn signals, a feature that set the Cougar apart and became a much-loved characteristic. The taillights were a series of three vertical lenses on each side, which illuminated in a sweeping motion when the turn signal was activated. A chrome bumper and dual exhaust outlets (depending on the engine) completed the sporty rear fascia.
- Interior: The Cougar's interior was designed to offer a more premium experience than its Mustang sibling. Standard features included bucket seats, a wood-grain accented dashboard, and a center console. Options like air conditioning, power steering, power brakes, and a tilt-away steering column further enhanced the luxury quotient. The instrument cluster was driver-focused, with clear gauges and a tachometer available.
Powertrain Options
The 1968 Cougar offered a range of potent V8 engines, catering to both performance enthusiasts and those seeking a more relaxed touring experience.
- 200 cu in (3.3L) Inline-6: This was the base engine, offering adequate power for everyday driving.
- 289 cu in (4.7L) V8: A popular choice, providing a good balance of performance and economy. Available in both a two-barrel and a more potent four-barrel carburetor version.
- 302 cu in (5.0L) V8: This engine, also available with a four-barrel carburetor, offered a noticeable step up in power and torque.
- 390 cu in (6.4L) V8: The "big block" option for serious performance. This engine was known for its strong acceleration and exhilarating sound.
- 427 cu in (7.0L) V8 (Special Order/Fairlane GT Based): While not officially advertised as a standard Cougar engine, some '68 Cougars were equipped with the legendary 427 V8 through dealer or special order channels, making them incredibly rare and potent performance machines.
Transmission options included a three-speed manual, a four-speed manual (often paired with the higher-performance V8s), and Ford's ubiquitous C6 SelectShift automatic transmission.
Trim Levels and Special Editions
The 1968 model year saw the introduction of key new trim levels that further differentiated the Cougar and catered to specific buyer preferences.
- Base Cougar: The standard model offered a comfortable and stylish coupe with a good range of standard features.
- Cougar XR-7: This was the premium trim, adding a host of luxury and sporty enhancements. Key XR-7 features included a simulated wood-grain interior trim, leather bucket seats, a deluxe interior trim package, and often a higher level of standard equipment. The XR-7 package was designed to appeal to buyers seeking a more sophisticated and well-appointed personal luxury car.
- Cougar GT: While the "GT" designation had been used previously, for 1968 it was less of a distinct trim and more of an option package that included performance upgrades, primarily the 390 V8 and upgraded suspension.
- Cougar GT-E (1968 Only): This was the ultimate performance variant for 1968, a true muscle car in Cougar clothing. The GT-E was exclusively offered with the potent 390 V8 in its higher-output form or, more famously, the massive 427 V8 (available in either a single 4-barrel or dual 4-barrel configuration). It also featured a heavy-duty suspension, upgraded cooling, and distinctive badging. The GT-E was a limited-production model designed to compete directly with other high-performance muscle cars of the era.
Popularity and Legacy
The 1968 Mercury Cougar continued to build on its predecessor's success, offering a compelling package of style, performance, and luxury. It appealed to a demographic that desired a more mature and sophisticated alternative to the Mustang, while still embracing the muscle car spirit. The introduction of the GT-E particularly cemented its image as a serious performance contender. The sequential tail lights and hidden headlights became iconic design elements that are still highly sought after by collectors today. The 1968 Cougar remains a desirable classic, representing a peak in Mercury's performance offerings and a unique chapter in American automotive history.