Photos from the Cohort by William Oliver.
Here’s a sight that I haven’t seen in a while, a vintage Japanese truck in almost perfect condition. Hardly a blemish on this old LUV pickup, a true sign that it survived its working years and has found true luv in its retirement age.
I don’t know if anyone ever called these beautiful back in the day, but they were clean and attractive within the “rational” 1980s styling ideals. And if their plain handsomeness didn’t stand out much then, it looks certainly attractive in this era of overwrought (tortured?) surface detailing.
Some of you know that I currently live in Central America, a region where these old Japanese-sourced trucks still make a hard living. None are pristine, however. And as a post by Paul last year told, these have become rather rare up north; either working or preserved.
Here’s how I usually find them, and in the case of the LUV, mostly via its sibling (well, donor really), the Isuzu P’up. And thinking about it, talk about a pair with excessive cuteness in their names. The LUV and the P’up? Cute, clever or nauseating?
It’s nice to see this old worker in retirement, enjoying its days. Especially considering its provenance, which doesn’t seem to enjoy such a devoted following. Old American trucks? I see plenty preserved or hot-rodded –for better or worse. Old Asian utilitarian vehicles getting the same treatment? Not quite as many.
To think there was a time when small light pickups were common before gigantism took over. Right now, there doesn’t seem to be any signs that the trend will recede. But rather than get worked up over the current state of affairs, let’s stick to the memories this old LUV brings. After all, if there’s something the modern world needs is some luv.
There I go… Geez… Cute, clever or…?
Related CC reading:
Curbside Outtake: Isuzu P’up – The Only Pup Left In Town
CC Outtake: Isuzu P’up Space Cab – Still Haulin
It looks to be in SoCal, I wonder if it’s registered in Ohio as a “historic(al) vehicle”
because it can’t pass the CA emissions check anymore or if it’s on vacation? It’s interesting in that it’s the second generation LUV, only sold for two years before the S-10 debuted, so a fairly rare sight especially without the diesel, and while clean, doesn’t have the charm of the first generation’s styling.
Basic smoother, more aerodynamic appearing bodywork of this generation LUV actually looks more modern, than the quite squarish original Chevrolet S-10, which replaced it.
Soft, aero shaping of the sheetmetal around the wheel arches, is particularly attractive. Reminiscent of the similar handling on the 1984 Ford Tempo fenders. Almost has a 1990’s look.
Hurt by an exceptionally generic nose/grille design, that afflicted many Chevrolet products, at the time.
Very nice condition indeed .
I remember when LUV trucks were every where, sad they’re mostly gone now .
I just drove my 2001 Ford Ranger Trucklet on a two day back roads car rally , it comported itself better than one would expect .
I don’t get why they don’t sell well in the U.S.A., the only reason no one makes & sells them here is due to poor sales , God knows they’re still extremely popular everywhere else on Earth .
-Nate
As I use a similar model daily, with the diesel engine, it’s so handy, easy to drive, economical, I believe that manufacturers are missing the boat today by not making these. I wouldn’t trade for one of the typical oversized behemoths made today.
Those 2nd. generation LUV’s were kind of rare, only around a few years before the S-10 came out. The truck was still commonly available as the Isuzu P’up for several more years and sold reasonably well, thanks to the efforts of Joe Isuzu. Seems to me that a lot of the Isuzu-branded versions of these trucks were diesel. That black LUV pictured has caught my eye in Venice CA. numerous times, it’s in nice shape.
CC classified effect:
Couple days ago, this Isuzu-badged version shows up on FBM. 85k miles, $3200, looks like fresh paint.
https://www.facebook.com/marketplace/item/556534180182396/?ref=search&referral_code=null&referral_story_type=post&tracking=browse_serp%3Af3946320-8616-433a-a704-f86db8b62727
Wow – what a great find! And since I recently wrote up another car this past week with small, whitewall tires, I can’t help noticing them here too. Is it, apparently, possible to still buy such tires, but it takes quite a bit of effort. In my opinion, the whitewalls give this truck an authentic early-1980s look.
As someone who had 2 of these…the second one pretty much the same generation as the featured one…I can say that they were great little trucks.
But….
They rusted worse than just about any vehicle I’ve ever known. And were worth practically nothing just about at the same time that they were ready to be taken off the road due to rust. Sad, but true.
When I worked at a feed and garden center, we had one of the first Ford Courier mini trucks. It was a 1970/71 and was showing signs of significant weight loss, due to hauling fertilizer and never once being washed! Slow but oh so durable.
One day, the owner was approached with a much newer Chevy Luv. The Ford would “ go away” and the sporty looking black Luv with its paint stripes, white spooked wheels and air conditioning would come on board.
In fact, my supervisor Roscoe would be allowed to use the truck for his own. Great idea since at least he washed and waxed it!
We were all driving that truck when I left. And I know that was 3 years. Then Roscoe retired, and the company gave him the Luv as a gift!
I cannot remember the last time I saw one of these later-edition LUVs. Then I looked them up – they were only sold in the US in 1980-81, two really terrible sales years. They were replaced for 1982 by the S-10. Other markets got these as late as 1988.
Remember these ‘rusting” , quickly. Rode in a few. One had several bags of mulch in back. Felt sorry for the poor truck. Seemed to be laboring with the load.
I knew a guy who was restoring an old LUV. In NW Ohio. He died a while back and I wonder if this was the truck. He and his son were hunting down parts trucks constantly. He had a real thing for the small trucks in general, but being a Chevy man, the LUV in particular. My opinion soured on them when a coworker got into a wreck in her Ford Courier and it folded up like a hunk of tinfoil. The brake pedal nearly severed her foot. I saw a LUV that had been hit by a Chevy Blazer (K5), and the kid driving it was severely injured. The Blazer’s damage was almost all cosmetic.
My dad bought a new luv in 1980. Baby blue. He drove it 15 years then gave it to me. I had it another 12. Wasn’t my daily driver as I was living in northern Minnesota at the time. I knew to keep it out of the salty roads. That’s the one vehicle I wish I would have kept. Lots of road trip memories with dad.