The 1966 Oldsmobile Toronado stands as a testament to automotive innovation and a bold foray into the personal luxury car market. While opinions on its overall success remain divided, the Toronado undeniably pushed boundaries with its groundbreaking front-wheel-drive system and striking design. This review delves into the complexities of the ’66 Toronado, exploring its praised features alongside the shortcomings that ultimately defined its place in automotive history. Was the Oldsmobile Toronado a revolutionary leap or a misstep in the evolution of the front-wheel-drive car? Let’s examine its legacy.
Alt text: Front view of a classic 1966 Oldsmobile Toronado in gold, showcasing its distinctive hidden headlights and bold grille design, parked on a paved surface.
Oldsmobile’s entry into the personal luxury car (PLC) segment with the Toronado was a significant moment, especially considering General Motors’ (GM) divisions were still finding their footing against Ford’s popular Thunderbird. Even Ford was aware that the original Thunderbird formula was aging, creating an atmosphere ripe for innovation and experimentation within the PLC market. The Toronado emerged as Oldsmobile’s answer, a vehicle that dared to be different.
Striking Style and Front-Wheel Drive Innovation
The aesthetic appeal of the 1966 Toronado is undeniable. Its design is frequently lauded, and for good reason. However, despite its visual allure and innovative features, the Toronado’s sales figures never quite matched expectations, dwindling further in subsequent years. Looking back, one can identify elements in the Toronado’s conception that foreshadowed some of GM’s future challenges, even acknowledging the evolving nature of the PLC market at the time.
Alt text: Side profile of a 1966 Oldsmobile Toronado coupe, highlighting its fastback roofline, clean lines, and the absence of traditional rear wheel arches, emphasizing its unique design.
While some may question Oldsmobile’s decision to implement front-wheel drive in a large luxury car, historical context is crucial. The memory of the luxurious front-wheel-drive Cords from the 1930s likely influenced Oldsmobile’s engineers. Furthermore, front-wheel drive was gaining traction in European compact cars, although it was far from a standard feature in larger American vehicles at the time.
The Toronado was a product of GM’s complex internal dynamics. It represented the convergence of several factors: an innovative research and development team eager to implement new technologies like front-wheel drive (which Oldsmobile had been exploring since the late 1950s), a talented styling department aiming to create eye-catching designs (in this case, a sporty aesthetic initially conceived for a smaller car), and a management structure responding to market pressures by embracing groundbreaking proposals. However, this convergence was not without its challenges, often leading to compromises in the final product due to cost-cutting measures and a somewhat unclear vision for how to fully utilize these innovations.
Alt text: Period advertisement for the 1966 Oldsmobile Toronado, showcasing its luxurious interior and spacious front seats, emphasizing the car’s grand touring capabilities and sophisticated design.
Performance, Handling, and the Driving Experience
Despite the internal complexities and compromises in its development, the Toronado achieved success in several areas. Contemporary reviews, such as Car Life’s assessment, were generally positive, describing the Toronado as a “big, bold fastback gran turismo automobile with an exceedingly strong engine.” The car’s 425 cubic inch (7.0L) V8 engine, producing 385 horsepower, delivered effortless cruising even at 80 mph, a testament to its robust power.
The Toronado’s striking styling was a major talking point. As the Car Life review noted, the car generated reactions and questions wherever it went. People were captivated by its unique appearance, prompting comments and inquiries from all types of observers, from children to seasoned mechanics.
Alt text: Close-up view of the 1966 Oldsmobile Toronado’s front wheel and fender, highlighting the car’s front-wheel-drive system and unique wheel cover design, emphasizing its technological novelty.
Given the novelty of front-wheel drive in a car of this size, handling was a key point of interest. The review qualified the Toronado’s handling as “yes and no” different. In typical highway driving, it felt similar to a rear-wheel-drive car of comparable size and weight. However, in more demanding situations, the front-wheel-drive characteristics became apparent.
Understeer, a common trait of front-wheel-drive vehicles, was present in the Toronado. However, it was not excessive. The review described a technique to manage understeer when cornering aggressively: momentarily easing off the accelerator. Mastering this technique was crucial for effectively piloting the Toronado through curves and avoiding potential mishaps.
The ride quality was befitting of a personal luxury car, providing a smooth experience on boulevards. At high speeds on straight highways, the car offered a “floating” sensation. However, on uneven rural roads, the Toronado’s front-heavy weight caused the suspension to work harder to maintain ride comfort. The overall ride was described as “smooth – like Rocky Road ice cream, which has a few lumps here and there,” indicating a generally comfortable ride with occasional imperfections.
Alt text: Interior shot of a 1966 Oldsmobile Toronado, focusing on the dashboard, steering wheel, and front seats, showcasing the car’s luxurious appointments and driver-oriented cockpit design.
Braking Deficiencies and Practicality Concerns
A significant point of criticism in period reviews, and for good reason, was the Toronado’s braking system. The engineering innovation evident in the drivetrain was notably absent in the braking department. The Toronado was equipped with four-wheel drum brakes, which proved inadequate for a vehicle weighing approximately 5400 lbs. Brake fade, a reduction in braking effectiveness due to heat buildup, was described as “alarmingly unacceptable.” A simulated panic stop during the Car Life test resulted in a harrowing experience, highlighting the brakes’ serious limitations.
Beyond performance issues, the Toronado also presented some practicality concerns. Despite being a front-wheel-drive car, which typically improves interior space, the Toronado’s packaging was compromised. Hip room was considered adequate, but legroom, particularly for taller occupants, was disappointing given the car’s overall length of 211 inches and a wheelbase of 119 inches. The fastback styling also restricted headroom for rear passengers.
Alt text: Rear three-quarter view of a 1966 Oldsmobile Toronado, emphasizing its fastback styling, taillight design, and the car’s overall sleek and sporty profile from the rear.
Quality Control and Market Reception
Quality control issues further detracted from the Toronado’s appeal. Oldsmobile had a reputation for higher build quality, but the test car exhibited numerous flaws. Trim pieces and moldings were inconsistently fitted, the glovebox was sticky, and door hardware rattled. In one instance, a piece of trim fell off the car during testing, underscoring the subpar assembly quality.
These quality issues, along with other manufacturing deficiencies, suggested that Oldsmobile might have cut corners on interior and trim quality to offset the costs associated with the advanced drivetrain. This effort to keep the Toronado’s price competitive may have inadvertently undermined its perceived value and long-term appeal.
Alt text: Detailed view of the 1966 Oldsmobile Toronado’s hidden headlight mechanism, showing the split grille and the headlights concealed behind panels, highlighting its futuristic design element.
The Toronado nameplate experienced a mixed history over its three decades of production, with more disappointments than successes. GM gradually addressed the initial quality issues of the 1966 model, introducing optional disc brakes in 1967 and improving assembly processes. The Toronado evolved towards a more luxurious, “brougham” style in an attempt to broaden its market appeal. However, the overall results remained somewhat inconsistent.
Two quotes from the original review succinctly capture the 1966 Toronado’s market fate. A physicist, accustomed to a Mercedes-Benz and a Ford wagon, questioned, “Who’d buy a car like that anyway?” Conversely, a college student’s question, “When do you think Chevrolet will bring out the Mako Shark?” hinted at the public’s fascination with more overtly sporty and perhaps less technologically complex designs. The 1966 Oldsmobile Toronado, while innovative and stylish, ultimately became a complex and somewhat perplexing offering in the personal luxury car landscape, a technological marvel that struggled to find its definitive market niche.
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