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.