Hidden Gems: Uncovering the Forgotten Dream Cars of the 1960s and 70s

When you think of classic cars from the 1960s and 70s, legendary names like the Ford Mustang, Chevy Corvette, and Dodge Charger likely come to mind. While those icons deserve their fame, they often overshadow dozens of other fascinating, stylish, and powerful cars from the same era. This guide is for those looking to discover the overlooked classics.

The Unsung Heroes of the Golden Age

Countless innovative and beautifully designed cars were lost in the shuffle, overshadowed by competitors with bigger marketing budgets or simply released at the wrong time. Today, these overlooked models offer a unique entry into classic car ownership, often combining head-turning style with a story that’s far from ordinary. Let’s review some of the most compelling forgotten dream cars from the 60s and 70s.

1. Studebaker Avanti (1963-1964)

Before the American muscle car wars truly exploded, the Studebaker Corporation, a company on its last legs, swung for the fences with one of the most futuristic designs of the decade. The Avanti, with its fiberglass body, coke-bottle waistline, and grille-less front end, looked like it came from another planet.

  • Why It Was Special: The Avanti wasn’t just about looks. It was a true performance car. The supercharged “R2” 289 V8 engine helped a modified Avanti break 29 speed records at the Bonneville Salt Flats. It was also a pioneer in safety, being the first mass-produced American car to feature standard front disc brakes and a built-in roll bar.
  • Why It Was Overlooked: Production issues with the complex fiberglass body caused major delays, frustrating customers and dealers. By the time cars were rolling out smoothly, the damage was done. Studebaker closed its Indiana plant in late 1963, sealing the Avanti’s fate as a short-lived masterpiece.

2. Jensen Interceptor (1966-1976)

What do you get when you combine elegant Italian design, solid British craftsmanship, and raw American V8 power? You get the Jensen Interceptor. This grand touring car was a sophisticated beast, featuring a massive wrap-around rear window that doubled as a hatchback, a luxurious leather interior, and a rumbling Chrysler V8 engine under the hood.

  • Why It Was Special: The Interceptor was the definition of cool. It offered the exotic looks of an Aston Martin but with the reliability and ease of maintenance of a big-block American engine, typically a 383 or 440 cubic inch V8. The later FF model was also a technological marvel, being the first non-all-terrain production car equipped with four-wheel drive and anti-lock brakes.
  • Why It Was Overlooked: With a high price tag and crippling fuel consumption, the Interceptor was hit hard by the 1973 oil crisis. Its niche appeal and the financial troubles of its small British manufacturer meant it was never produced in large numbers, keeping it out of the mainstream spotlight.

3. AMC Javelin AMX (1968-1970)

While Ford, GM, and Chrysler battled for pony car supremacy, the American Motors Corporation (AMC) created a unique and potent competitor. The Javelin was their stylish answer to the Mustang and Camaro, but the real jewel was the AMX. By cutting a section out of the Javelin’s chassis, AMC created a strictly two-seat muscle car, a bold move in the market.

  • Why It Was Special: The AMX was not just a trim package; it was a distinct model. Its short wheelbase and powerful V8 engine options, including the 390 cubic inch V8, made it a formidable performer on the street and the track. It was a true sports car that offered incredible performance for the price.
  • Why It Was Overlooked: AMC was always the underdog. Despite the AMX’s performance credentials, the company lacked the massive marketing power and dealer network of the “Big Three.” As a result, the AMX was often dismissed and remains a relatively rare sight compared to its rivals.

4. Buick Riviera “Boattail” (1971-1973)

In the early 70s, General Motors designer Jerry Hirshberg was tasked with creating a truly dramatic car, and he delivered. The third-generation Buick Riviera featured a radical “boattail” rear end inspired by the classic 1930s Auburn Speedster. It was a bold, polarizing design that stood out from everything else on the road.

  • Why It Was Special: The design was pure automotive theater. The sweeping lines and massive rear window created an unforgettable profile. Under the long hood sat a massive 455 cubic inch (7.5-liter) V8 engine, making the Riviera a quintessential personal luxury coupe with plenty of power for effortless highway cruising.
  • Why It Was Overlooked: The design was simply too radical for many mainstream buyers at the time. Sales never met GM’s expectations, and the distinctive boattail was toned down after just three years. Its controversial styling meant it was quickly forgotten, but today it is celebrated by collectors for its unique audacity.

5. Oldsmobile Toronado (1966-1970)

The first-generation Oldsmobile Toronado was a landmark achievement in American automotive engineering. At a time when every other full-size American car was rear-wheel drive, Oldsmobile launched this massive personal luxury coupe with a powerful front-wheel-drive system. It was a huge engineering gamble that paid off.

  • Why It Was Special: Its “Unitized Power Package” combined a 425 cubic inch V8 engine and a special transmission to power the front wheels. This allowed for a completely flat interior floor, enhancing passenger space and comfort. The styling was just as revolutionary, with a long hood, hidden headlights, and muscular fender flares that gave it an incredible presence. It was named Motor Trend’s “Car of the Year” in 1966.
  • Why It Was Overlooked: The Toronado was an expensive, high-end car. While it was a critical success, its high price and specialized technology kept it from being a high-volume seller. As later generations became more conventional, the groundbreaking nature of the original was often forgotten by the general public.