The TACH Report: 1999 Mercury Cougar is Gnarly, Phat, Real George, and Cool
6 June 1998
Mark Hutchins is the new V.P. Ford Motor Company and General Manager of the Lincoln Mercury division. He is also a symbol of the American success/"stick-with-it" story. He started in the mail room at a Ford zone office in 1965, two years before the Mercury Cougar was hatched. Now he is the point man for this brand, and proud of his new small specialty segment two door coupe, which is clearly aimed, sales-wise, at women buyers. Hutchins reminds one of ex-Chevrolet General Manager Jim Perkins, who had a similar "“a- shucks" one-of-the-boys, down-home home countenance. Dealers love it. Even though the man is going to make 500 grand this year he'’s still one of US! Hutchins and everyone at L-M is excited about the new Cougar, because for the first time in its 30-year history it will be a stand alone vehicle, not a Ford T-Bird clone. Product Manager Mike Jennings covered the philosophy behind the styling and assembly of the new Cougar and pointed out dramatically how the car wars have changed in the past thirty years. The 1968 Cougar went out the showroom door at about $1.00 per pound sales price. The car weighed 3000 pounds and the base price was $2851. The sleek teardrop styled 2-door features what Mercury calls, new edge styling and it is a bit reminiscent of the Lincoln 2000 show car that made the car show circuit a few years ago. The coupe comes in two flavors. The I-4 is a peppy 125 hip. 16 valve four-Bangor that comes only with a 5-speed box and the V6 Duratech puts out 170 ponies and comes either with 5-speed or automatic trans. Go for the 5-speed. It’s the most fun to drive. The Cougar has target sales demographics aimed at women buyers and Mercury says they are 29-49 years of age, income is $55,000, 40% are married and many are professional people and the key to this whole niche is that they are individualists who know what they want and it is not another me-too car. They say styling is of prime importance in selecting new wheels and these intenders are fashion conscious. Cougar is just right for this group. The base price of $17,000 is attractive and so is the 25-29mpg fuel economy rating. It’s a hatchback and a lot of emphasis has been placed on EZ entry (groceries) of the rear hatch and child seat and their anchor points. There’s a long list of options including a sunroof, leather, power everything and trick wheels and when you put the whole package together cover it in antique gold you will hear curbside comments...depending the color of the moon in your world like...”narly man”,” real phatt”,” Super George” and “real cool” Honest...been there...heard t! Bill Maloney -- The Auto Channel