General Motors’ dominance of the automobile industry was threatened by the release and sudden popularity of Japanese-made compact pick-up trucks in the American market. In response to this challenge, General Motors manufactured their own range of compact pick-up trucks under the Chevrolet division. The Chevy S-10 sprung from the development of General Motors’ first generation pick-up truck, the LUV, which was in the market from 1972-1980.

The long history that led to the success of the Chevy S-10 is among the many testaments to Chevrolet’s success in the automotive industry. Years of perfecting their line of pick-up trucks paid off well when the S-10 emerged in the market. Directly in competition with the Ford Ranger, both trucks released within months of each other, the S-10 took the lead with its new concept of being a lifestyle enhancer rather than just the stereotypical workhorse that pick-up trucks were known for during the 1980s. Chevrolet’s S-10 provided a bigger passenger space with increased seating comfort and style. The S-10’s handsome appearance also added to its charm and increased its hold on the market.

Chevrolet then played with the success of the first generation S-10 pick-up truck and, in 1983, the company released the Sports Utility Vehicle, S-10 Blazer. The many changes and modifications that the S-10 lineup experienced although the 1980’s all the way to the early parts of 2000 brought it well into the 21st century but were not enough to keep up with the stiff competition it had with other manufacturing giants. In 2004, the fire of the Chevy S-10 was replaced by the new addition to the Chevrolet lineup, the Chevy Colorado.