Photos from the Cohort by William Oliver.
Here’s a sight from the past 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 frame of mind. 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? You be the judge.
So 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 a norm 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 leave any possible scenarios aside and 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:
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.