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Today, full-size pickups are the perennial best-sellers for Ford, Chevrolet and FCA. In the 1970s, the sedan and station wagon still ruled supreme, and as Chevrolet demonstrated with its Isuzu-built Light Utility Vehicle (LUV), compact pickups represented a sensible and affordable alternative for new drivers (or two-car families).
The Chevrolet LUV was launched in 1972, born of necessity to stem the loss of segment sales to brands like Toyota and Datsun. Compact import pickups had exploded in popularity by the early 1970s, thanks in part to their low price (a 1969 Toyota pickup sold for $1,795, while the cheapest full-size Chevy pickup was $2,570), functionality, and fuel-sipping nature. They didn’t drive like full-size trucks, either, which likely helped boost their popularity among younger buyers.
Show some love for an original light pickup truck.
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