With a wide body design and a capacity to seat six passengers comfortably in deep foam-cushioned seat and plush carpeting covers, passengers were treated to sitting in the only full-size car with front wheel drive. An advanced chassis design with extra-long sheet metal hood and fastback roof created a sweeping low profile. Headlamps receded into the front end panel designs when not in use and the tail lamps were housed in the rear end panel moldings. Toronado’s slender grille designs accentuated the car’s width as well as enhance the engine’s cooling system. The speedometer stood out in the dashboard with an easy to read rolling dial design in the middle of the other square gauges.
The hardtop coupe was available in 15 exterior colors, 5 of which were new to GM and exclusive to the vehicle. It was also available in a deluxe version as well. The Toronado was designed for those who wanted the unconventional styling and those who yearned for the most modern product available.
This strategy was successful. In1966, Toronado was in its first full year of production, which placed Oldsmobile sales fifth in the automotive industry. The press and public praised the Toronado, winning Motor Trend's coveted "Car of the Year" award along with many other accolades. The 1966 Oldsmobile Toronado is a perfect example of what the automotive industry was aiming to accomplish in the 1960s, combine new style and innovative performance in order to appeal to a young mass audience of Baby Boomers.
A special thanks to Robert Tate, Automotive Historian and Researcher, for donating the story to the MotorCities Story of the Week program. Photographs courtesy of Bob Tate's personal collection. Please do not use any photographs without the permission of MotorCities. For further information contact Robert Tate at btate@motorcities.org.
If you have a story that you would like to donate to be featured as a MotorCities Story of the Week, email Lisa Ambriez at lambriez@motorcities.org.