The Chevrolet LUV was GM's answer to the small, fuel-efficient pickups from Datsun and Toyota that gained popularity in the early 1970s. It wasn't a homegrown design; instead, it was a rebadged Isuzu Faster truck, a result of GM's partnership with the Japanese automaker. The first-generation LUV, sold from 1972 to 1980, offered a simple 1.8L inline-4 engine and a utilitarian design that resonated with buyers during the fuel crisis.
Collectors appreciate the LUV for its classic 1970s Japanese styling and its place in Chevrolet's history. It represents a significant shift for American automakers who began relying on foreign platforms to compete in new segments. The introduction of a 4x4 option in 1979 greatly increased its capability and is a desirable feature for collectors today, along with special editions like the Mikado.
Today's market for the LUV is relatively niche, with an average sale price around $10,000 for good examples. The wide price spread reflects the vast difference between project trucks and fully restored or pristine survivor examples. While not as common as its Toyota or Datsun counterparts, the LUV has a dedicated following that keeps values steady for clean trucks.
Buying Tips
- Rust is the biggest issue; thoroughly inspect the bed floor, cab corners, rocker panels, and frame for corrosion.
- The 1.8L Isuzu engine is tough, but check for oil leaks, signs of a bad head gasket, and a worn-out carburetor.
- Interior plastics and upholstery are difficult to source, so prioritize trucks with a complete, crack-free dash and decent seats.
- On 4x4 models, engage the system to ensure the transfer case and locking hubs work correctly, and listen for noise from the U-joints.
- Electrical gremlins aren't uncommon, so test all lights, gauges, and switches before buying.
Prices range from around $1,200 for project trucks to over $21,500 for excellent, low-mileage examples.
72 Chevrolet LUV vehicles have been tracked across auctions and listings on Hypercars, with 8 currently live.
Data sourced from Bring a Trailer, Cars & Bids, eBay Motors, PCarMarket, and Collecting Cars. Updated daily.
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