We have given quite a bit of web press to Buick’s 1971 restyled “boattail” Riviera, but how about its equally redone cousin, the ’71 Oldsmobile Toronado? Not so much so. Yeah, I know, one’s rear wheel drive and the other is a front wheel puller, but they’re both built on GM’s “E-body” platform and occupy the same marketing niche. Today’s subject Toronado has had a little bit of everything redone and possesses quite a bit of visual draw. Located in Henderson, Nevada, Big Red is available here on craigslist for $33,780.
Oldsmobile’s Toronado was a one-trick pony for ’71, available strictly as a two-door hardtop. Considered to be a personal luxury coupe, a personal luxury lounger may be a more apt term considering this car’s size. It stretches out to 220″ in length, garage hogs at 79.8″ in width, rides on a 122.3″ wheelbase, and tips the scale at 4,600 lbs. Popular? Well, 29K buyers plunked down at least $5,200 and brought one home that year. It was about a 3K unit improvement in sales over the outgoing, first-gen 1970 edition. Atomic Motors (sheesh, what a name…), the seller, tells us, “A few of the items that have been restored: New paint, new top, new weather stripping and molding, new tires, A/C rebuilt, cruise control rebuilt, windshield washer rebuilt, new custom exhaust, new leather seats, and new carpet. From the Rooter to the tooter!” Sure, this big cruiser looks good, but I’m not sure about the bright red finish topped off with a maroon vinyl top. It works sorta, but I think a different shade of vinyl might have blended or contrasted better. Anyway, the chrome, trim, glass, and wheel covers all show extremely well on this 56 K-mile example. I see no evidence of obvious crash damage or repaired rust.
Powering this rig is a 350 gross HP, 455 CI V8 engine connected to a Turbo-Hydramatic 425 combination transmission and differential assembly (technically, I’m told, not a transaxle), which gives this car its pull as opposed to a push. The power output is notable as this is the first year GM reduced compression ratios on all of their engines (8.5:1 in this case) to comply with the newly passed Clean Air Act of 1970. It’s only a 25 HP reduction over the ’70 model, which utilized a 10.25:1 squeeze. The seller neglects to describe running and driving attributes, but this one gets points for its exceptionally clean engine room.
Back to that dealer brag quote, it’s stated, “new leather seats,” but they look like the standard vinyl-upholstered pieces to my eyes. The entire environment looks fine, mind you, I see nothing out of place, but I question the claim. The wrap-around dash with its concave instrument panel is a Toronado hallmark, but the dash toupee tells me that the underlying pad may be suffering from some distress. Same with the steering wheel cover; they make for a comfortable grip, but they’re often in place to disguise a cracked wheel. The “A/C rebuilt” claim entails a new, non-Fridgidaire compressor.
This Toronado has a lot going for it. While its styling may not be as noteworthy as that of its Buick Riviera cousin, it’s still a standout design in its own right. And that thought leads me to price. As nice as this car seems to be, I’m not feelin’ $33,780, how about you?
Resale red?
It looks nice, like you said, it’s pricey which 12 days on the market backs up, but that’s what you get from dealers.
Steve R
You’d have to really want one to pay that kind of money. It has a face only a mother could love.
My money is on a color change. Based on the maroon vinyl roof and the tan interior, my guess is that this Toro was originally a tan color, such as “Sandstone.” The bright red offered for 1971, “Matador Red” was much more orange than the red on this car, though that could be due to a bad color match on the respray.
You’ll be the only one at your local car show. That’s for sure!
Is that worth $33,870? You can pick up a nice 1970’s or 1980’s 4 door that will draw attention for $5,000 or $6,000.
Steve R
No accounting for taste, or lack thereof.
God! King of ugly! What the heck do you do if your state has no front plate?????
Decorative front license plate.
The ’74-’75 firebird also needs/expects a front plate!
atomic motors is going to get a big bang when this barge does not sell for 33k. way overpriced. this is a small buyers’ market on this body style. more like 15k
They are routinely overpriced. They are a full-on customization and restoration facility here in Henderson, NV. I like to go on Saturdays and take a tour, but you will find better deals in the market. They do get some interesting cars, and if you need anything done, they can do it.
They move inventory, and as I said, they have a full resto staff and a gift store. Apparently, they did a TV show as well. This one car will not make or break them.
The front end could actually be improved with a 49 Studebaker nose.
Yeah, not sure about that red.
Yep – they’re vinyl. Pass on this turkey.
Obsolete when new…
“While its styling may not be as noteworthy as that of its Buick Riviera cousin,”…The Riviera like the 65-66 Marlin only looks good from a couple of angles, the Toronado looks good from any angle.
Missing the rocket emblem on the front header, maroon vinyl top, brown interior and blaring red fresh paint…. something’s going on here and I don’t think it’s good.
This generation of Tononado was an official surrender to luxury yacht. It had luxury, FWD, ample torque and handing, not much else. Oh yes, first year of air bags I do believe. Gulp Gulp. Oil crisis around the corner.
Black makes a big girl look slimmer
The fire chief of a larger city will buy this for his personal company car.
I still don’t understand how the Riviera and the Toro are cousins. Of course they have different drive trains, the most glaring difference.
Floor pans? Well, no, because they have different drivetrains. Sheet metal? Well, no, the bodies aren’t badge-engineered. So what are the similarities? Maybe doors or windshields, but other than that what makes those cars related on the E-body platform? Discuss.
I’ve always wondered the same thing Rex. I get the Eldorado and Toronado connections, being FWD but the Riviera ( as you very well know you own one) came out before the other two, I’m not sure what they share.
https://grokipedia.com/page/General_Motors_E_platform
It’s easy enough to research.
JO
The high-mount brake lights would have sold this car to me back when it was new. I used to watch for them around town just to see them light up. This car, on the other hand, is all the wrong colors, and even cool brake lights can’t change that.