Hemmings Motor News Blog Blog

Hemmings Motor News Blog

Hemmings Motor News has been around since 1954. We're proud of our heritage, but we're also more than the Hemmings full of classifieds that your father subscribed to. Aside from new editorial content every month in Hemmings, we have three monthly magazines: Hemmings Muscle Machines, Hemmings Classic Car and Hemmings Sports and Exotic Car.

While our editors traverse the country to find the best content for those magazines, we find other oddities related to the old-car hobby that we really had no place for - until now. With this blog, we're giving you a behind-the-scenes look at what we see and what we do during the course of putting out some of the finest automotive magazines you'll ever read.

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Selling LUV, Chevrolet Style

Posted August 05, 2019 12:00 PM by dstrohl
Pathfinder Tags: chevrolet classic auto pickup Truck

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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Re: Selling LUV, Chevrolet Style

08/06/2019 10:38 AM

And I want you all to look t those SPECTACULAR milage numbers and how similar they are to what you are being sold today, 47 years later. That's really the best we can do? or is that the ideal mileage for oil company profits?
It seems to me we should have been able to do much better than selling people the exact same vehicle for the last 50 years without any innovation or improvement beyond the bare minimum government mandate.

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#2
In reply to #1

Re: Selling LUV, Chevrolet Style

08/06/2019 3:07 PM

You bring up an interesting point. 110 CID is 1.8 liters. That is a small 4 cylinder engine for a pickup. In contrast, the last Ford Ranger I owned (an '05) sported a 2.3 liter engine. The best I could do for mpg in it was 26 on the highway.

The Ranger had 16 valves, fuel injection, an automatic transmission with overdrive. It wasn't any better than the carburated, 8 valve, 2.3 L '82 Ranger with a manual transmission and no overdrive that I previously owned. 23 years with minimal improvement.

That being said, I'd much rather have been in an accident in the '05 than the '82 Ranger or the Chevy LUV as well. On the older small trucks, the whole vehicle was a crumple zone, including, unfortunately, the cab.

I do remember delivering a pump with the '82 Ranger that weighed about 500 lbs. to someone driving a half-ton pickup. We backed up tail-gate to tail-gate with about a 6-8 inch difference in tail-gate height. As we shuffled the pump up onto the half-ton's tailgate, the Ranger springs lifted the bed to just shy of the other pickup's gate level. The other truck didn't even flinch with an extra 500 lbs.

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