Rare Color: 1970 Mercury Cougar XR7
If you’re like me, you will take rarity claims with a pinch of salt. The reality is that as the choice of optional extras increases, so do the chances that a car will be inherently rare. However, when that claim is determined by something as fundamental as a paint color, it has the potential to positively impact the vehicle’s value. That is the case with this 1970 Mercury Cougar XR7. The seller holds documentation confirming their claims, but they feel this Mercury needs to go to a new home where it can return to its former glory. Located in Denver, Colorado, you will find the Cougar listed for sale here on Craigslist. The seller has set a price of $9,500 for the XR7. A big thank you goes to Barn Finder T.J. for spotting this quirky classic for us.
There’s no denying this Cougar looks tired, but there’s no reason why a dedicated new owner couldn’t return it to its former glory. The first thing to note is its color. It wears its original Competition Blue, which is a stunning high-impact shade. It is identical to Ford’s Grabber Blue but is a color not seen as often on Mercury models. The seller claims that this is 1-of-77 Cougar XR7s from that model year to roll off the line in that shade. That was the statement that had me feeling cynical. However, the seller holds a Marti Report that confirms the claim beyond doubt. The second thing to consider is the car’s solid nature. The lower quarter panels and doors are developing rust, but it is repairable. When we glance under this classic, the floors and trunk pan are rock-solid. That means cutting and welding will be kept to a minimum, making this a promising project. The chrome and trim look okay, while the glass is excellent. The Cougar rolls on newer alloy wheels with new tires, but the seller includes the original hubcaps in the sale.
Buyers in 1970 could choose from several engines to power their new XR7, and this classic’s original owner selected the 351-4V V8 producing 300hp. Those ponies find their way to the 9″ rear end via a three-speed automatic transmission, with power steering and power brakes being part of this package. The Cougar tips the scales heavier than an equivalent Mustang, but its performance remains respectable. If the original owner had pointed this gem at a ¼ mile, the journey would have been a memory in 15.4 seconds. The seller states that the motor doesn’t run and needs a rebuild. Depending on its general condition, this may not be an expensive process. There are no interior shots, so ascertaining the state of the upholstery and plastic is impossible. However, we know that it is nicely equipped and intact. It features air conditioning, leather bucket seats, and a factory AM radio/8-track player.
The solid nature of this 1970 Cougar XR7 and the documented rarity of its paint color make it a prime candidate for a restoration project. Experts will confirm that the value of a classic car can be heavily influenced by its paint shade. The high-impact colors offered by manufacturers during the late 1960s and early 1970s prove this trend. A prime example is the 1970 Plymouth ‘Cuda. A car wearing Plum Crazy will always command a higher premium than one finished in Alpine White. The same is true for vehicles like the Cougar. Competition Blue is a premium shade, and once restored to a high standard, this classic’s value should sit at the top end of the range. That makes it worth restoring. Is it a car you may consider parking in your workshop?
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Comments
Thanks Adam. I’m with you, claims of rarity are often exaggerated or perhaps misunderstood. That is often the case with Marti Reports. I’d want to see it (it’s not shown in the skimpy list of pics in the Craigslist ad– imagine that). In a Marti Report, one needs to understands how the data is being reported and displayed. A common error is to report the 1 of x number for the combination of paint, trim, options etc. when the 1 of x number for just paint is a different (and of course much larger) number. Only 77 Competition Blue XR-7 Cougars doesn’t seem plausible to me; I recall it being a popular color.
Might be a decent Cougar.
I agree about the claim of only 77 Competition Blue Cougar’s as being just a bit disingenuous. That color was called Grabber Blue on Mustangs and Maverick’s, and was quite popular. I knew a guy who had a 70 Cougar in the same color, with a white vinyl top, white interior, a 351 4bbl, and a 4 speed. Being a 4 speed, I’m sure it was a lot rarer than this car.
It’s funny how everyone wants to think their car is a rare 1 of xx. Prior to the early 80’s, when automakers started packaging options, cars were all much more unique, color and option wise, then they are today.
Wasn’t that an Eliminator color for 1970? I remember seeing that color quite a bit back then. Don’t believe everything the “experts” say.
Yes. Competition Blue is one of the paint colors you could get on the Eliminator.
Yes, A friend of mine had a 1970 Cougar Eliminator with a Boss 302 back in the 70’s. He got sideswiped driving through a mountain pass in the rain and rolled the car. Later he dropped the engine into a 69` Mach 1 he purchased that had a very tired 428CJ. Unfortunately he didn’t tell me before putting the Mustang up for sale when he moved out of state and I haven’t seen it since.
A total of 1667 Mercury Cougars were built with the “J” code Competition Blue paint code. It’s a fairly rare color on the Cougar given the fact that a total of 72,365 Mercury Cougars were built in 1970. This vehicle is a optional XR7 with the Competition Blue paint. There were only 199 XR7 hardtop Cougars built with this paint according to Cougar by the Numbers by Kevin Marti.
Love the body style!
Had a 69…..
The “1 of 77” claim is going to be for the Paint + Trim combination from the Deluxe Marti Report.
Checking Cougar …by the Numbers, there were 77 XR-7’s built in Comp Blue with the 6A Trim: Charcoal Black Corinthian Vinyl & Charcoal Black Leather.
Def worth a resto and price is spot on imho!
Very similar body style to my 2012 Dodge Challenger, even tail lights r similar.
I think that’s one reason why I like the Challenger so much and I’m on my 4th one, always liked the 69/70 Cougars.
Didnt like the nose style after 70.
I’d take a clean 67/68 too.
With a factory 351-4V and the rare paint color I would say it is a good resto candidate especially after watching the prices cars were sold for at the Mecum Auction this week. Years ago I could have bought a similar 70 XR7 with the 351 4V in very nice shape except that it was Gold. The asking price was $995
Motorcityman, IMO the body of the base ’70 barracuda is even more similar to the ’68 camaro RS with the headlites open – excluding the tailites.
86 degrees in Denver a few days ago – snow yesterday(in late May)
cancelled the baseball game. Crazy.