Mercury Cougar
Positioned as the Mustang's more luxurious sibling, the Mercury Cougar is an upscale pony car defined by its sophisticated styling. It's celebrated for the first generation's signature hidden headlights and sequential taillights.
Mercury Cougar sold for a median of $21,000 over the last 12 months, based on 71 auction sales; the middle 50% sold between $15,001 and $42,625. 170 currently for sale.
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Seen across 7 sites in the last 30 days.
Mercury Cougar prices by version
| Version | Median sale | Middle 50% | Auction sales |
|---|---|---|---|
| Cougar 1st Gen | $21k | $17k–$40k | 38 |
| Cougar 2nd Gen | $19k | $14k–$24k | 16 |
| Cougar 4th+ Gen | $6.8k | $5.8k–$7.9k | 7 |
| Cougar Eliminator 1st Gen | $70k | $54k–$76k | 7 |
Auction sales in the last 12 months; prices leave out salvage and other branded titles.
Mercury Cougar prices by year
| Year | Median (3 yrs) | Middle 50% | Sales (3 yrs) | For sale now |
|---|---|---|---|---|
| 1967 | $28k | $20k–$34k | 18 | 19 |
| 1968 | $21k | $17k–$33k | 32 | 20 |
| 1969 | $42k | $23k–$83k | 40 | 35 |
| 1970 | $50k | $22k–$80k | 23 | 23 |
| 1971 | $17k | $13k–$24k | 16 | 7 |
| 1972 | $17k | $12k–$22k | 5 | 17 |
| 1973 | $18k | $15k–$22k | 21 | 17 |
| 1974 | $11k | – | 3 | 0 |
| 1975 | $15k | – | 1 | 1 |
| 1976 | $8.9k | – | 2 | 0 |
| 1977 | $13k | – | 2 | 1 |
| 1978 | $7.4k | $6.1k–$12k | 4 | 1 |
| 1979 | $12k | – | 3 | 2 |
| 1980 | $12k | – | 1 | 0 |
| 1986 | $12k | – | 3 | 2 |
| 1988 | $13k | – | 2 | 2 |
| 1989 | $7.4k | $6.9k–$9k | 4 | 3 |
| 1990 | $13k | – | 1 | 2 |
| 1994 | $6.2k | $6k–$6.5k | 4 | 0 |
| 1995 | – | – | 0 | 2 |
| 1997 | $6.8k | – | 3 | 3 |
| 1999 | – | – | 0 | 3 |
Auction sales in the last 3 years; prices leave out salvage and other branded titles.
Listings
Mercury Cougar Submodels
Introduced for 1967, the Mercury Cougar was Ford's upscale pony car, sharing its platform with the Mustang but offering a longer wheelbase and more luxurious features. It was an instant success, earning Motor Trend's Car of the Year award in its first year. The first generation (1967-1970) defined the model with its signature hidden headlights and sequential taillights, positioning the Cougar as a sophisticated alternative to its more mainstream sibling.
Collectors prize the early Cougars, especially high-performance models. Variants like the GT, the Dan Gurney and Carroll Shelby-influenced XR-7G, and the potent Eliminator with its optional 428 Cobra Jet V8 are highly sought after. These cars offer a unique combination of muscle car power and personal luxury that sets them apart from the more common pony cars of the era.
The market for Cougars is diverse. The most valuable examples are well-documented, first-generation performance models and convertibles, which can command six-figure prices. Later generations, which evolved into larger personal luxury coupes, are significantly more accessible and represent an affordable entry point into classic car ownership. The average price reflects the strong bidding for clean 1967-1973 cars.
Buying Tips
- Rust is the biggest enemy. Carefully inspect the cowl area, floor pans, trunk floor, and the bottom of the rear quarter panels behind the wheels.
- Check the vacuum-operated hidden headlight doors for smooth and complete operation. Leaks in the vacuum system are common and can be tedious to fix.
- Test the sequential taillights. The early mechanical systems (1967-1968) can be particularly troublesome, so ensure they sequence correctly.
- For high-performance models like the Eliminator or GT, get a Marti Report to verify the car's authenticity and original equipment. Many base cars have been cloned.
Prices for the Mercury Cougar range from $510 for later-year projects to $157,000 for top-spec collector examples.
1,661 Mercury Cougar vehicles have been tracked across auctions and listings on Hypercars, with 170 currently live.
Data sourced from auction results and dealer and private listings, including Bring a Trailer, Cars & Bids, Mecum, RM Sotheby’s and eBay Motors. Updated daily.
Frequently Asked Questions
How much does a Mercury Cougar cost?
Over the last 12 months, Mercury Cougar sold for a median of $21,000 across 71 auction sales tracked on Hypercars; the middle 50% sold between $15,001 and $42,625. There are 170 currently for sale.
How many Mercury Cougar listings are for sale right now?
There are 170 Mercury Cougar listings currently live across auctions, dealers, and marketplaces tracked by Hypercars.