
I’m not interested in starting a debate about the first personal-luxury car, though I open to suggestions that the Ford Thunderbird—probably the second-generation—was it. I do want to call out one of the best examples of the breed, however, and that’s the Oldsmobile Toronado.
New for 1966, the big front-wheel drive coupe was decidedly masculine—something supported in early advertising for the car—as well as fast, luxurious, and obviously expensive. For ’66, the Olds 98 Holiday Hardtop Coupe started at $4165, while the all-new Toro started at a big $4617 (that’s $44,500 in 2024 dollars). Not only had Oldsmobile entered a new market segment with the Toro, it had also introduced a new flagship.
As might be expected—during the big coupe’s run—the Toronado was always available with the largest engine available to Oldsmobile customers. And, as noted above, the Toronado was always equipped with front-wheel drive. At launch, the Toro was the first front-drive American-brand car since the Cord 810 and 812 were discontinued in 1937.
The Toronado was part of the Olds lineup between 1966 and 1992, and changed dramatically each time it was redesigned. A quick recap of all four generations of the Olds flagship:
First Generation: 1966-1970
Length (inches): 211-215
Weight (pounds): 4500
Thoughts: Absolute design perfection.
Second Generation: 1971-1978
Length (inches): 220
Weight (pounds): 4800
Thoughts: Chubby. Sportiness gone.
Third Generation: 1979-1985
Length (inches): 204
Weight (pounds): 3800
Thoughts: Spot-on perfect design for the day.
Fourth Generation: 1986-1992
Length (inches): 188-200
Weight (pounds): 3300
Thoughts: Looked like a puffed-up Cutlass Calais. Mistake.
It’s worth noting that, though dramatically downsized, the third-generation Toronado was, by far, the best-selling version of the car. With its edgy, purposeful creases, and bulldoggish sense of substance, the 1979-1985 Toros hit the market in exactly the right way, with a design conveying both efficiency and broad-shouldered luxury.
The fourth-generation Toros were a letdown. Further downsized, the last Toros looked too much like smaller cars in the Olds lineup, yet cost dramatically more. Further, a V8 engine was no longer offered, which was a disappointment to many returning customers.
Collected here are ten classic Toronado print ads. And if you have a favorite model year or generation of Oldsmobile’s classic personal-luxury car, tell us about it. The place to leave comments is down below.
Oldsmobile Toronado: Classic Car Ads
1966 Toronado

1968 Toronado

1970 Toronado

1972 Toronado

1974 Toronado

1977 Toronado

1980 Toronado

1982 Toronado

1987 Toronado

1991 Toronado

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Oldsmobile Toronado Pictures
Click below for enlarged images
The Last Three Coupes of the Cigar-Wielding American Dealmakers
I’ll take the 1970.