I have to admit that I’ve a personal fondness for the compact Japanese trucks of the 1970s. They were curious things in my childhood, much different from the American-built trucks I saw in the Puerto Rico of the 1970s. New creatures on the roads that stood out, and that, along with the curious names of their carmakers, were to become part of the landscape for decades to come. I also spent many hours in some of them after my family’s move to El Salvador, as I rode in a few with my dad on his work-related trips to the countryside.
And one of the fondest visages from that era that I always enjoy to find is that of a 1970s Chevrolet LUV (i.e., 1972-1980 Isuzu Faster). A small truck that I always found awfully attractive, which of course is understandable, with its front area being mostly that of the Ghia-styled Isuzu Florian.
We know the builders of these trucks were generally to stay, but the Japanese compact truck era wasn’t that long lasting. Have you seen the size of a Nissan one as of late? (That said, small trucks have seen a revival of sorts in Asia and South America, mostly with models by Fiat, VW, Chevy, and others).
Still, many of us have very present memories of those 1970s models, as the critters stuck around for the longest time. That is, until recently… But a few do hang around. And if you live in a developing nation like I do, there are still plenty going about and earning their keep.
Being a kid at the time, I was rather confused as to why this “Chevrolet” pickup looked nothing like a C/K. Grown up me admits it was smart of GM to buy a stake in Isuzu and get their products to cover the needs of nations like those in Latin America. Right-sized and competitive price-wise, ideal for the farming duties of such nations. And on top, sending them stateside to cater to the US compact truck market.
I’m somewhat surprised this one still has the JDM-like fender-mounted rearview mirrors. Something most owners have switched to a newer setup by now. Also, the license plate’s high numeral indicates this one was out of service for a while and has been recently reintroduced to the streets.
Far more common around San Salvador back then were the Toyotas, with the 1972-1978 Hilux (just plain “pickup” in the US) seen all over the city. Plenty still exist and are hard at work, like this battered example. And this one has period hubcaps too, though they aren’t Hilux ones.
The hubcaps may be wrong, but the very 1970s green is right, which as I recall, was a popular choice on these. And hard to tell from this angle, but it’s the short bed of the model, which gave the truck a total of 168.3″.
I found a long bed not long after, this one in the countryside, still hard at work. Occasionally, some of these workhorses have custom “luxury” touches, like the chromed grille in this one.
Here is the long bed’s 184.3″ seen in full, from the side view. And yes, that’s an empty vodka bottle by the curbside (No further comments on that…).
Let’s move back to…
A LUV earning its living in a wholly different way, and which has found much luv from what can be seen. An older shot, in the town of Antiguo Cuscatlán, and which I particularly liked as it shows the colored essence of this region. Annoyingly, it was taken near dusk and with some overcast, which didn’t do wonders for my cell’s camera. Still, you get the idea.
Yes, off-roading culture is as alive here as anywhere else (If you can’t recall, some of these did come in 4-wheel drive). Not sure if this is for real or just pretend, but the “tough” image is the intended effect regardless.
After this brief tour through these survivors, we’ll close with the clean profile of our opening LUV. Just the image I want to keep with me for today.
Related CC Reading
CC Outtake: Chevy LUV – Still Giving Some LUV
Vintage Review: Chevrolet Luv 4×4
CC Outtake: LUV To LUV You Baby
Curbside Classic: 1979 Chevrolet LUV 4×4 (Isuzu Faster) – Tough Love
Driveway Find: Is This The Most Pristine 1976 Toyota Pickup? Restored Or Original?
Curbside Classic: First Generation Toyota Hilux – Building Block
Curbside Outtake: 1971-72 Toyota HiLux, Still Ready for Work or Maybe Play
Glad you clarified that it is a vodka bottle, in the photo it appears to be a hood ornament.
Nice ;
I remember the Chevy LUV / Isusu pickups were sold mostly on their looks in the U.S.A., they didn’t stand up well to the actual commercial use Toyotas and Datsuns did .
In Los Angles there are still quite a few Toyota Hilux’s doing yeoman duty, less but still present are the work horse ones doing gardener service, they tend to be wrinkled like an old gum wrapper but still chug right along .
When I lived in and visited Centro – America I was enthralled by the man y “MIL” pickups that were even smaller yet, all had tax buster 1,000 C.C. or smaller engines .
-Nate
Pre-CC effect strikes again as I saw one of that era Toyota last Friday and a LUV the week before. Both were out on the road and from my limited view seemed to be in pretty good condition considering their age and that they are pickups.
Back in the day I knew several people with that era LUV and thus ridden in them many times. The funniest one was my Uncle who used it to replace his C-10 shortly after the 1st energy crisis. On the other hand when the new downsized B/C bodies made an appearance he proclaimed that would “sooner buy a Lincoln that buy one of those sawed off, poor excuses for a Cadillac”.
Ah, the mini trucks. They seem so honest I guess is the word. No Frills, nothing fancy, just a lil’ truck for the simple small business fella (or lady). Love the rear tailgate “latches” that seem to be more of an afterthought, ordered from McMaster Carr.
“Occasionally, some of these workhorses have custom “luxury” touches, like the chromed grille in this one.”
Would you expect anything less from a truck named for it’s “High-Luxury”?
Interesting trivia on the Chevy LUV. The lower end models had flat black trim rings around the headlights while upper level models had chrome. But those black rings were just the chrome ones painted black. Strip the paint and you had the upper level chrome.
I always liked the front end and cab styling of the LUV.
A hard working, bright green Datsun 620 in the background as well.
I could go on and on and on about my love affair with the Chevy LUV! Dad bought one new in 1980. Baby blue, long bed four on the floor.
I was eight years old and remember riding around town in it. We also took many a cross country trip in that pickup. The speed limit on interstates was 55 then and believe me my dad COULD drive 55. The long slow ride.
Dad drove it for 15 years and I drove it another twelve. Regrettably I sold it still looking as good as new.
As a side note Eddie Rabits song I Love A Rainy Night came out about the time this LUV was new. To this day every time I hear that song I am transported back to being eight again and cruising around in dads Chevy LUV.