What year did Chevy first import the LUV to the US?
Chevrolet first imported the LUV to the United States in 1972.
The LUV was a badge-engineered version of Isuzu's Faster pickup, introduced by General Motors to satisfy demand for compact, economical trucks in the early 1970s and to establish a cooperative relationship with Isuzu that would shape GM’s import strategy for years to come.
Origins of the LUV and the Isuzu Link
The Chevrolet LUV line traces its roots to Isuzu's Faster (KB) trucks built in Japan. GM contracted Isuzu to supply the platform and drivetrain, branding these trucks for the U.S. market as Chevrolet LUVs. The model represented GM's first major import from Isuzu and set a template for subsequent badge-engineered partnerships that would appear in the GM lineup.
U.S. Market Entry Details
Introduced for the 1972 model year, the Chevrolet LUV offered two-wheel-drive and four-wheel-drive configurations and shared mechanicals with Isuzu’s trucks of that era. It was positioned as a practical, affordable compact pickup capable of taking on rivals like the Toyota Hilux and Datsun/Nissan pickups that were gaining traction in American showrooms.
Impact and Legacy
Beyond a single model line, the LUV marked a pivotal shift in GM’s approach to global partnerships and badge engineering. The truck helped GM test demand for import-sourced small pickups and laid the groundwork for future cross-brand collaborations with Asian manufacturers.
Summary
Chevrolet first imported the LUV to the United States in 1972, initiating a lasting relationship with Isuzu and introducing U.S. buyers to a compact, economical pickup that influenced GM’s import strategy for years to come.
