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2026 Honda Ridgeline ReviewRestomod Chevy LUV Brings ‘50s Flair
What borrows elements from classic Cadillacs and Chevys but comes with Japanese underpinnings? This restomodded ’76 Chevy LUV pickup.
Captive Import Compact
Today, we think of America as the land of the pickup. Big, burly, often turbocharged, sometimes supercharged, lifted to the rafters, mud-splattered behemoths. And yet not all truck tasks require giant pickups. Small Japanese trucks like the Datsun 520/620 and the Toyota Hilux demonstrated this decades ago when they began to compete with larger American-made trucks in the US market in the 1960s. In turn, US carmakers decided they needed their own offerings in this nascent light pickup segment.
But rather than build these from the ground up, Ford, Chrysler, and GM chose to go the captive import route, bringing over light pickups from overseas subsidiaries and partners. Ford and GM both did this in 1972 with the Mazda Courier and Isuzu Faster, refashioning them into the Ford Courier and Chevrolet LUV (light utility vehicle), respectively. Much belatedly, Chrysler brought in the Mitsubishi Forte as the Dodge D-50/Plymouth Arrow in 1979.
The Chevy S-10, like the original Ford Ranger, Toyota pickup, and Nissan Frontier, is looked back upon as a paragon of practicality, small yet durable, rightsized for hauling everything from couches to bags of cement. But before there was the S-10, there was the Chevy LUV.
Because the Chevy LUV wasn’t produced in enormous numbers, they are relatively rare today. So, when we spotted one listed on Carsforsale.com, we jumped at the chance to write about it. Pursuing the listing we found that this isn’t just any good-condition LUV but a unique restomod (restored and modified) rebuilt from the ground up.
The Original Chevy LUV
The Chevrolet LUV, or light utility vehicle, arrived in US showrooms starting in 1972 as a captive import rebadge of the Isuzu Faster light pickup. To dodge the US’s 25 percent “chicken tax” on imported trucks, Chevy shipped the Faster/LUV from Japan as a chassis model and completed final assembly in the US.
The LUV was charmingly simple. Despite its diminutive size (with a wheelbase of 102.4 inches) the LUV offered a payload capacity of up to 1,400 lbs. The LUV made the most of the modestly powered 1.8L four-cylinder engine. It made 75-horsepower and 88 lb.-ft. of torque sent to the rear-wheels via a four-speed manual transmission.
Year-over-year changes included an exterior update for 1974, the addition of a three-speed automatic and power front disc brakes for 1976, a horsepower boost to 80 hp in 1977, and the introduction of optional four-wheel drive in 1979. That year the LUV peaked in sales, around 100,000 units sold, and earned press plaudits as it was named Motor Trend’s Truck of the Year. A brief second generation arrived for 1981, adding a 2.2L Isuzu diesel engine (53 horsepower and 93 lb.-ft.) and lasting through 1982 before the Chevy S-10’s introduction in 1983. Notably, the S-10 was the first domestically produced compact pickup.
This Restomod Chevy LUV
Our highlighted example is a 1976 Chevrolet LUV in light blue with white and blue interior. As you’ll immediately notice, there’s a lot about this truck that isn’t stock. Indeed, this LUV is a ground up rebuild. The back half is a custom step side style bed with ’59 Cadillac taillights and a wood bed (note the flagpole backet and small bench, both perfect for parade duty). The pinstripe script on the tailgate proclaims “Lost in the ‘50s” while the quad tailpipes and true dual exhaust proclaim performance. That exhaust system also features electronically controlled side dumps if you want to wake the neighbors on Sunday morning. Under the hood is a custom 305 turbocharged Chevy V8. The dashboard is borrowed from a ’56 Bel-Air while the hood scoop is a Bel-Air aftermarket piece. Other upgrades include power brakes and a tilting steering column. This outstanding restomod ’76 Chevy LUV is listed for just $22,900.
