It’s Valentine’s Day! A day where we celebrate romantic love in whatever form it takes, between you and your partner(s), you and your cars, two insurance adjusters, or, yes, between a car website and the lovely, witty readers who come back, day after day. I don’t think it’s an exaggeration to say that the latter is the most powerful love of all, one that has inspired more embarrassing poems and acoustic-guitar songs than all other forms combined.
To celebrate this potent, humid love, let’s take a moment to consider the only car model I can think of named for this most potent of emotions: the Chevy Luv. Well, it’s named after some weird, saccharine variant of the emotion, like what wust is to lust. Anyway, it’s the best we have.
I suppose really the Chevy Luv was named for the acronym of Light Utility Vehicle, but that doesn’t change the fact that once, at one time long ago, Chevy was secure enough to sell a pickup truck with the name Luv, something that feels absolutely impossible today. It’s far more likely that Chevy would introduce a truck called the Stalker or Murderer than the Luv today, and I’ll leave what that means to hapless Cultural Anthropology PhD students desperately trying to think of a thesis to explore. You’re welcome.
The Luv was actually a captive import, based on the Isuzu Faster pickup truck, a handsome and rational little pickup truck with nice, practical proportions and all sorts of small Japanese ’70s pickup truck charm and details, like all those tie-down cleats under the lip of the bed, on the sides. I always loved those.
Mechanically, this was a very conventional, missionary-style sort of Luv, front engine, rear drive, leaf springs, nothing exotic: a big truck scaled down. Still, it filled a much-needed hole in Chevy’s truck lineup, especially during the Oil Crisis years.
Hey, let’s watch some Luv commercials!
There was even a four-wheel-drive Luv, and this commercial makes it look like a pretty good time:
Anyway, lots of love and Luv to everyone. We can’t do this without you, and you’re appreciated.