The 1966 Toronado Car stands as a fascinating chapter in automotive history, particularly within the realm of personal luxury vehicles. Even today, reviews of this iconic model consistently highlight its groundbreaking drivetrain and distinctive styling. However, these same reviews often point out areas where the Toronado car fell short of being a truly accomplished machine. In essence, the ’66 Oldsmobile Toronado was an exercise in automotive innovation, yet it presented a somewhat conflicted and ultimately limited product. History reveals that this technological marvel, while bold, represented more of an evolutionary dead-end than a revolutionary leap forward for front-wheel-drive (FWD) technology in the automotive landscape.
A striking red 1966 Oldsmobile Toronado car, showcasing its iconic front-wheel-drive design and bold styling, parked in an outdoor setting.
It’s important to view Oldsmobile’s initial foray into the Personal Luxury Car (PLC) segment with a degree of understanding. During the mid-1960s, General Motors (GM) divisions were all grappling with how to effectively compete with Ford’s highly successful Thunderbird. Even Ford recognized that the original Thunderbird formula was becoming dated, leading to a period of experimentation across the industry as manufacturers sought to define the future direction of the PLC market. The Toronado car emerged from this period of automotive uncertainty.
Styling and Sales of the Toronado Car: A Mixed Reception
The aesthetic appeal of the 1966 Toronado car is undeniable. Its styling is frequently lauded, and for good reason. However, despite its visual allure, the Toronado car’s primary objective – to achieve significant sales figures – was not met. From its initial launch, sales were underwhelming and steadily declined in subsequent years, indicating a disconnect between its visual appeal and market acceptance.
Side profile of a 1966 Oldsmobile Toronado car in a light color, emphasizing its fastback roofline and long wheelbase, parked on a paved surface.
Looking back, it’s evident that the very conception of the Toronado car contained the seeds of GM’s later challenges. While Oldsmobile’s decision to employ FWD in a large luxury car might seem questionable now, it was arguably influenced by the memory of upscale FWD Cords from the 1930s. Furthermore, FWD was gaining traction in European compact cars at the time, though it was far from being a standard feature in larger American vehicles.
The Toronado Car: A Product of Conflicting Visions within GM
The Toronado car was largely a result of disparate forces within GM pushing their respective agendas. On one side, GM boasted a talented research and development division brimming with innovative technology, such as Oldsmobile’s FWD experimentation dating back to the late 1950s, eager for production application. Simultaneously, a highly skilled styling department was generating striking designs, including the sporty aesthetic initially envisioned for a smaller vehicle that would eventually become the Toronado car. Finally, management, responding to market pressures, greenlit these groundbreaking proposals. However, this occurred without a clear vision for how to fully capitalize on these innovations, often leading to compromises in the final product through cost-cutting measures that diluted the initial vision.
Front view of a 1966 Oldsmobile Toronado car in a vintage advertisement style, highlighting its hidden headlights and wide stance, with text overlay promoting a road test.
Despite the internal conflicts and compromises during its development, the Toronado car achieved success in several respects. A contemporary Car Life review praised the model, describing it as a “big, bold fastback gran turismo automobile with an exceedingly strong engine.” The review highlighted the car’s powerful 385bhp, 425CID V-8 engine, noting its capability for effortless cruising at 80mph. Furthermore, the Toronado car’s distinctive styling generated significant public attention. According to the Car Life review, wherever the car was driven, it elicited reactions – both positive and negative – and sparked curiosity, demonstrating its visual impact.
Road Test Observations: Handling, Ride, and Brakes of the Toronado Car
The novelty of FWD in a car of this size naturally led to considerable scrutiny of the Toronado car’s handling characteristics. The Car Life review addressed this directly, stating that under normal freeway driving conditions, “the Toronado cannot be distinguished from that of a rear-wheel driven car of like weight and size.” However, when pushed harder, the FWD nature became more apparent.
Close-up detail of the front wheel and fender of a 1966 Oldsmobile Toronado car, emphasizing the wheel well design and the car’s substantial proportions.
The review noted that the Toronado car exhibited understeer, a common trait of FWD vehicles. However, it was characterized as manageable, not “badly.” The testers found that when entering a corner aggressively and experiencing understeer, momentarily easing off the accelerator pedal was sufficient to regain control. Mastering this technique, described as “judicious seesawing of the accelerator pedal,” was key to effectively piloting the Toronado car through corners.
In terms of ride quality, befitting its PLC designation, the Toronado car offered a smooth experience on boulevards. At high speeds on straight highways, the cabin was described as feeling “floaty.” However, on less smooth rural roads, the car’s substantial front weight resulted in a suspension system that “works hard and somewhat ponderously” to maintain ride comfort. The overall ride was likened to “Rocky Road ice cream, which has a few lumps here and there,” suggesting a generally smooth ride with occasional imperfections.
The Toronado car’s braking system, like many cars of its era, drew significant criticism. The review lamented that the engineering ingenuity evident in the drivetrain was not extended to the brakes. The four-wheel drum brakes were deemed inadequate for the car’s considerable 5400 lb weight and suffered from “alarmingly unacceptable fade.” An emergency stop during the road test resulted in a frightening experience for the driver, highlighting the braking system’s serious limitations.
Interior Space, Quality Issues, and Market Fate of the Toronado Car
Beyond its technological and performance aspects, the Toronado car also faced scrutiny regarding its interior packaging and build quality. Despite being an FWD vehicle, which theoretically allows for better space utilization, the interior packaging was considered compromised. While hip room was deemed adequate, legroom was disappointing, especially for a car of its overall 211-inch length and 119-inch wheelbase. The fastback styling also impinged on rear-seat headroom.
Interior view of a 1966 Oldsmobile Toronado car, showing the dashboard, steering wheel, and front seats, with a focus on the car’s cockpit design and spacious front cabin.
Quality issues further detracted from the Toronado car’s appeal, particularly considering Oldsmobile’s reputation for superior craftsmanship. Panel and trim fit was inconsistent, the glovebox was sticky, and door hardware exhibited distracting vibrations. The review even recounts an incident where a piece of trim fell off the test car, highlighting shoddy workmanship. These assembly deficiencies suggested that cost-cutting measures, particularly in interior trim and fittings, were implemented to offset the expense of the advanced drivetrain, aiming to keep the Toronado car’s price competitive.
The Toronado nameplate’s history proved to be uneven, with more commercial disappointments than successes throughout its three-decade production run. GM gradually addressed the initial production shortcomings of the 1966 Toronado car, introducing optional disc brakes in 1967 and improving assembly quality. The model also evolved towards a more luxurious “Brougham” style in an attempt to broaden its market appeal. However, the long-term market results remained unconvincing.
The Car Life review concludes with two telling anecdotes that foreshadowed the Toronado car’s market trajectory. A physicist, accustomed to a Mercedes Benz and owning a Ford station wagon, questioned, “Who’d buy a car like that anyway?” Meanwhile, a college student inquired about when Chevrolet would release the “Mako Shark” (Corvette), highlighting the shifting consumer interests and the Toronado car’s struggle to find a definitive place in the market.
Further Reading:
- The Great 28, Car#4: 1966 Oldsmobile Toronado, The Almost A Riviera
- Curbside Classic: 1966 Oldsmobile Toronado – GM’s Deadly Sin #16 – Let’s Try A Different Position For A Change
