Oldsmobile engineers had been experimenting with front-wheel drive since 1958, originally intending to introduce it on a smaller, less expensive car, possibly the F-85. But the technology was costly to develop, and management decided it made more sense in an upscale vehicle that could command a premium price. Enter the Toronado. When it debuted in September 1965 as a 1966 model, it became America’s first mass-produced front-wheel-drive automobile since the Cord 810/812 disappeared in 1937. This example, listed on Craigslist for just $5,000, is a project car located in Renton, Washington. Thanks to Tony Primo for the tip.
By 1966, GM wanted a forward-looking Thunderbird fighter, and the original Toronado’s styling leaned decidedly toward the not-your-father’s Oldsmobile vein. Young designer David North penned the original concept: a compact, sporty coupe with a long hood, short rear deck, and sweeping roofline. Essentially the Toronado we know, but at about three-fifths scale. GM, however, insisted the new car share its basic structure with the Buick Riviera to control costs, so they stretched everything. At 211 inches long and weighing roughly 4,500 pounds, the Toronado was a substantial automobile. For perspective, that’s almost exactly the same length as today’s Chevrolet Tahoe SUV, if about 1,000 pounds lighter.
White over black, the seller claims this Toronado has been sitting under a carport for the last five years (no mention of the previous 55). There’s a smattering of photos, none great, none of the interior, and a few through a chain-link fence; however, it includes a lovely, perfectly framed straight-on shot of what looks like a Dogwood tree, with the Toronado nowhere to be seen. It’s a shame there are no interior photos, because the one-year-only double-delta steering wheel, with its angular chrome horn bars extending toward the rim, was a perfect match for the futuristic dashboard. And then of course there’s the rolling-drum speedometer, which spun like a slot machine. Under the hood should be Oldsmobile’s standard 425-cubic-inch Rocket V8, mounted longitudinally despite the front-wheel-drive layout and paired with a three-speed automatic. The arrangement, which Oldsmobile called the Unitized Power Package, delivered 385 horsepower and 475 lb-ft of torque to the front wheels. Stopping all that mass was another matter. Contemporary reviewers fawned over the car but loudly criticized its long stopping distances and brake fade, with four-wheel drum brakes among the biggest complaints. Front discs became optional in 1967, but wouldn’t become standard until the second-generation Toronado arrived in 1971.
The car was originally going to be called the Holiday before adopting the Toronado name, which Chevrolet had registered back in 1963. Despite the engineering accolades and futuristic styling, sales never met expectations. Oldsmobile responded with annual revisions that gradually made the Toronado look more like, well, something Dad would drive, and by 1978, that transformation was complete. In 1966, the model sold just over 40,000, its best year of the first generation. From 1967 through 1970, annual sales hovered in the low-to-high 20,000s, nowhere near the Thunderbird-fighting numbers GM had envisioned. Still, for five grand, you get one of the most ambitious cars Detroit ever built, so if you’re an Oldsmobile fan, you might want to save this one.
HA! The dealer badge says Texarkana! I lived there when I was a kid.
60 years old yet the design is still an eye catcher! This one needs a close up and personal view beforehand to be sure, as it’s almost too good to be true at that price.
AC doesn’t appear to be a necessity there in Renton as this is another with the belt missing from the compressor but that’s remedied easily enough – provided the rest of the system is still intact or parts availability isn’t an issue. Looks like a good start of a project for someone, but if it’s as good as it looks just cruise, if the new buyer has the wherewithal to fill the tank at 10 or 12 MPG and $5 @ gallon (that’s unleaded with 10-15% ethanol).
This is a great write up Sam. I hunted down an image of a ’66 Olds Toronado steering wheel that you mentioned, which is also one of my favorites. You can also see what I like to call the biggest gas pedal ever installed in any production car in America. I can’t help but think Oldsmobile was trying to say something with that. Being as how it was linked to a “Rocket ” V8. These first generation Toronados are also on my long list of favorite vehicles that would wind up in my garage, or pole barn if I ever came across a large sum of money. Great tip Tony Primo, and I enjoyed your write up very much Sam, Oldsmobiles are definitely a favorite of mine.
White is a bad color on these imo.
I made a comment below on this car,as I’ve seen it in person many years ago here in Texas. It’s a Repaint,IIRC it was that ‘Ice Cream’ white pearl and it had some rust down low in it’s quarters like it had a leaky trunk & the water was not draining. Describing it makes it sound worse that it was,though. I believe it had a Red/Oxblood interior as well. It was $3500 at the time,really wanted to buy it myself but I just couldn’t swing it at the time.
I kind of know this car,i remember the ‘Gene Vann’ dealer emblem. About 18-20 yrs ago I saw it at the Swap Meet at Ranger Stadium in Arlington.Tx. As I recall at the time it was $3500,and it had some rust in the lower quarters like from a leaky trunk. It was one of those ‘Things you Find when you didn’t have the $$$ right now’,because I was quite interested in it myself???