Even then, they knew just how to play you. If the 1968 Mercury Cougar didn’t have you searching your couch cushions for pennies, the Dealer Guide would.
It’s 1968. You’re standing in front of the Lincoln-Mercury dealership. The gas station on the corner is in the midst of a “gas war” with a station down the street; premium is going for 19.9 cents a gallon. Your palms are sweaty. You take a deep breath and walk through the door of the dealership, telling the salesman who meets you at the door that you’re interested in a new Mercury Cougar.
Two hours later, he’s told you all he knows about the model on the showroom floor. He’s had to pry your fingers off the wheel at the end of a long test drive, and he can tell by the gleam in your eyes that he’s got you just where he wants you. He sits you down at his desk, and with a flourish, he produces…the Dealer Guide. A showroom model will no longer suffice. You’re ready to forfeit your soul for a custom-configured Cougar if they’d only show you where to sign.
Click on the image above to view a flipping-page version of the Mercury Cougar section of the Dealer Guide, or download the Cougar section of the Dealer Guide in PDF format here. Be sure to check out the photos of the Mercury Cougar interior color section of the Dealer Guide in the Classic Cougar Community photo gallery.