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1999 Mercury Cougar Priced to Pounce at $16,595

20 March 1998

1999 Mercury Cougar Priced to Pounce at $16,595; First Cougars Roar Off the Line at AutoAlliance International

    DETROIT, March 20 -- The sleek new 1999 Mercury Cougar will
be unleashed at a Manufacturer's Suggested Retail Price that will pounce on
the competition -- $16,595, including destination and delivery charges and a
host of standard features.
    "Customers excited by Cougar's New Edge design won't have to trade off
style for value," said Jim O'Connor, Ford Motor Company vice
president and general manager of Lincoln Mercury.  "Many people have said
they'd expect to pay more than $20,000 for a car with Cougar's looks, features
and performance."
    Among the features standard on all Cougar models are many available only
as options on some competitive two-door coupes:  air conditioning, 15-inch
aluminum wheels, power windows, power door locks, power height-adjustable
driver's seat, 50/50 split-fold rear seats, front floor mats, rear defroster,
electronic AM/FM stereo radio with cassette player and tilt steering column.
    Cougar also includes as standard features not typically available on
vehicles in this class, such as SecuriLock(TM) anti-theft system, heated power
mirrors, electronic trip computer and a particulate air filtration system.
    The standard powertrain is a 125-horsepower 2.0-liter DOHC I-4 engine
coupled with a five-speed manual overdrive transmission.  With the four-speed
automatic overdrive transmission, the suggested retail price is $17,410.
    For customers who prefer a larger engine, the Cougar equipped with a
170-hp 2.5 liter DOHC 24-valve V6 Duratec engine is priced at $18,495 and
includes all of the base model standard features plus a rear spoiler, 16-inch
aluminum wheels, four-wheel disc brakes, speed control, fog lamps and a
leather-wrapped steering wheel and shift knob.  The V6 model with an automatic
transmission has a suggested retail price of $19,310.
    All Cougar models are available with optional side air bags that help
protect the head and chest -- a first in the segment and a first for Ford
Motor Company in North America.  The suggested retail price is $375.
    Cougar's list of freestanding options also includes a compact disc player,
anti-lock braking system, traction control, sunroof, leather interior trim and
other items.
    About 15,000 dealer orders have been submitted since Cougar was unveiled
in January at the North American International Auto Show.  Manufactured at the
AutoAlliance International assembly plant in Flat Rock, Michigan, the first
1999 production Cougars roared off the line on March 16.
    "Those of us who've been working to build the Mercury brand see today as
an important step in the effort to enhance our image in the marketplace," said
O'Connor at an employee celebration marking Job One for the new Cougar.  "Just
as the Navigator changed the way people think about Lincoln, Cougar will make
it cool to own a Mercury."
    The 1999 Mercury Cougar will begin appearing in dealer showrooms in April
and officially goes on sale May 7.
    The AutoAlliance International assembly plant, which employs about 3,100
people, is a joint venture between Ford Motor Company and Mazda Motor
Corporation.
SOURCE  Lincoln-Mercury Division