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Mercury cougar3/12/2023 ![]() It occurred to the legendary executive that a deluxe, upscale version of the Mustang might be just what Mercury needed to boost its image and bottom line. In 1963, in the hands of Lee Iacocca, Ford was busy preparing the Mustang. Its main seller was the compact Mercury Comet, which was essentially just an extended-wheelbase Ford Falcon. By the 1960s, the brand was still nonetheless the middle child in the FoMoCo family, and its overall sales were lagging. The raison d’etre changed subtly several times throughout the 1950s. ![]() The idea was that Mercury would attract middle-class buyers who might otherwise look to other manufacturers for their vehicle purchase. ![]() Historically, its purpose was to span the considerable price gap between the top offerings in the Ford lineup, and the lowest-end cars of the premium Lincoln brand. Since its inception in the 1930s, the Mercury brand occupied an important strategic position within the Ford Motor Company. The 1968 Mercury Cougar GT-E 428 Cobra Jet. In this month’s iteration of “Rare Rides,” were going to take a look at this extremely low production cat: The 1968 Mercury Cougar GT-E 428 Cobra Jet. In 1968, it was even bequeathed a performance package that rivaled the then-current Shelby Mustang GT500. But, to those in the know, the Cougar was a superlative car, even superior to the Mustang in many respects. Such has been the life and history of the Mercury Cougar, a car that is now largely relegated to the roadside of automotive history, while its bigger brother basked in all the glory. With its unforgettable long hood and short-deck styling, along with the sea-change effect it had on the car industry, the Mustang would certainly rank high in my book too.īut ask even some of the most knowledgeable car enthusiasts if they knew the Mustang had a near-mechanically identical sibling, and you might receive a blank stare with the sound of crickets chirping. Ask the average person what the single most iconic car in history is, and chances are many will immediately suggest the first-generation Ford Mustang.
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