The LUV was a captive import built by Isuzu in Japan and sold through Chevrolet dealers in the U.S. from 1972 to 1981. The LUV name was an acronym for “Light Utility Vehicle,” it competed against the imported Ford Courier (Mazda), Nissan, and Toyota. During its heyday, the LUV was quite popular, and sales in one year topped 100,000 units. This 1978 LUV is being sold due to a pending move and maybe a decent daily driver. This Chevy is available here on Facebook Marketplace for $3,200 in New London, Wisconsin. Another tip was brought our way by “Lothar… of the Hill People.”
On its home turf in Japan, the LUV was the Isuzu Faster, a small light-duty pickup truck. Chevy cut a deal with the company to have bundles of them sent to the U.S., with the beds shipped separately. Often installed by dealers, this practice enabled GM to reduce the import duty from 25% to 4% per vehicle (the so-called “chicken tax”). Two generations of the pickup were sold in the U.S. until they were replaced by the American-built S-10 in 1982.
U.S. versions of the truck came with a 1.8-liter SOHC inline-4, which put out as much as 80 horsepower. A 4-speed manual was standard, but an automatic transmission became optional later in the run (and the seller says this truck has one). Until 1979, only 2WD was offered, but then joined by 4WD capability. Though the seller’s LUV sits high enough to be one of the latter, it was built a year too early (and the seller does not use that as a selling point).
We assume this truck is in good shape, but only four photos are offered, and none of the passenger compartment. Its mechanical health is not mentioned either. The seller only goes as far as to say he/she is moving, too many things are happening, and it needs a good home. The asking price is OBO, and the title comes with the truck.
No interior pictures,but looking at the front hubs,
I’d say that this is a 4WD model.
angliagt I’m not on Facebook so I miss all the details on these. Looks like a 4×4 stance, hubs as you say, plus roll bar.
It’s definitely 4×4,I had 78 2wd loved it,pun intended ,it finally rusted I half was a great truck..
It’s definitely a 4×4. While the Chevy LUV used to be all over the highways like ants on a sugar cube, about 90% of them were 2wd. Many of the four-bys were called Mighty Mike or Mikado.They rode and drove well enough considering they were a cheap small pickup. The owner of this unit wants badly to sell it but doesn’t want to tell you about it, so beware if you’re interested. Right off the bat, there’s an oxide rash on the leading edge of the hood.
As Wisco resident myself, if that truck saw any winter driving (I’m sure it has) the tin worm is lurking underside.
I bought a LUV to restore. It came from Alabama and had plenty of body rust but the frame and running gear was still in great shape. It was a 76 2 W.D version with Mikado trim. I started working on it before I went to Texas DMV for title transfer. It had been sold at least two times. Two different people had signed the title so Texas wouldn’t issue me a new title. I parted the truck out and got my money back, but I learned a lesson. Always check the title for signatures and matching VIN. Mine did have matching VIN, and you wouldn’t believe how many offers I had just for the VIN and title. No thank you I don’t like jail.
God Bless America
As much as CT sucks I will say it’s ridiculously easy to register anything here over 25yrs old. Basically no paper work required. No title issued either.
I’d be wary of the rust too. If you look at the rocker by the front wheel it looks like rust through. Hard to tell because the guy took pics from 20 ft away and on an angle thats odd.
I’d pay someone to go look at it. Might be a cheep $150.00 investment.
I owned a 1974 Luv which I used like a big truck. I hauled firewood in it and it would carry a bigger load than its competition but rust was its best friend. When the 4X4 came out I was instantly sold because at the time I don’t believe Toyota or Datson had 4X4 but if they did it was a live axle which the aftermarket guys had been doing before. The Chevy Luv stood out to me because it had front independent suspension. It sat at the same height as the 2X2. Better yet it was sprung with torsion bars so the ride hight at the front could be adjusted with the turn of a nut. I recently acquired a very rough Luv to do a resto rod and this one is a step side 4×4. No, not an LS but my mechanic friend is trying to persuade me to go that direction. My plan was to put a V6, maybe a 4.2 I think it is, from a Camaro.
I’ve actually got one of those for sale now. Trying to decide a fair price. Mines a 1980 Mikado with original paint that is very weathered, but dry Montana body. Runs good and is a 4×4. I wonder if the Mikado is a paint option??
They’re apparently not holding their value very well. The 1980 Stepside I just bought was on Facebook Market place for a couple of months at $2500 and I offered him $1100 and he took it. It will need the floor pan on the driver’s side but otherwise clean.