c. 2025 Rod Ice
All rights reserved
(3-25)
Perhaps only a manufacturer with the global scale and scope of General Motors could have attempted to offer a true world car in the 1970’s. Yet here in North America, the yield of their courageous investment in technology was generally considered to be a dud. With the supply of crude oil interrupted, and prices soaring, many citizens in this region sought out vehicles that were thrifty, and efficient. But initially at least, there were few such products available. An easy solution was to simply resell foreign makes under the names of our familiar automotive producers. But Chevrolet decided upon a strategy that would satisfy markets around the globe. After introducing the original Brazilian Chevette, in 1973, based on the corporate T-car platform, versions popped up with various badges that included Opel, Vauxhall, Isuzu, Holden, Aymesa, Saehan, and Daewoo.
At home, the bowtie brand stumbled at first, with their shoddy and unreliable Vega. But their recovery with the new three-door hatchback, and its five-door sibling, became quite popular.
Aficionados of this humble beast are likely to be familiar with versions that were never marketed here in the United States, or Canada. These included a standard variety, made with a trunk at its tail, and a two-door wagon. Both of these looked sharp, and were appealing to drivers in other countries. Yet the most fascinating mutation of this motorcar line was something decidedly quirky in appearance, and purpose. Namely, the Chevy 500, a pickup truck based on the economy mule. What was sometimes known elsewhere as a 'Ute.'
In yonder days, small and tidy rigs designed for hauling were popular in faraway lands. Datsun, Toyota, Isuzu, and others offered such choices to consumers. In the realm of Uncle Sam, many thought that they were undersized and useless. Even amusing to behold. But they had great appeal for those with limited budgets, or custom applications in mind.
The 500 took this minimalist principle, that less is more, to its ultimate conclusion.
At the time it was being built, the notion of owning a pickup based on a cheap, no-frills people-mover would probably have created confusion and ambivalence, here in America. But in the context of modern designs, with the Honda Ridgeline, Ford Maverick and Hyundai Santa Cruz all selling respectably, that paradigm might now have been upended. Still, those at the helm of major manufacturers seem to have little interest in taking these alternatives seriously. Bigger bombs have a greater impact, when unleashed. Gigantic, accessory-laden rigs bring higher profits, and visibility with buyers. This trend has become so pervasive that even small trucks are now much larger than before. And those considered to be full-size are more spacious, grandiose, and filled with content.
While pondering this linear progression, I found myself once again returning to an old habit from days spent writing for a variety of local newspapers. I sometimes employed the device of a penning a personal letter, to inspire comment or reaction on a particular issue. This mode of outreach most often proved to be useful, when considering the subject of sports franchises, politics, or the creation of consumer goods. So, I decided to share my opinion candidly, and hope for the best.
While at the keyboard, echoes of a bygone Chevrolet slogan, ‘It’ll Drive You happy!’ filled my ears.
To: Mary Barra, CEO of General Motors
From: Rod Ice, Chief Content Creator, Icehouse Books
Re: Chevy 500 Revival
Dear Mrs. Barra,
I am a retired journalist, newspaper editor, and current author from northeastern Ohio. I am the grandson of an engineering professor, and have been interested in motor vehicles since reading Floyd Clymer manuals and scrapbooks, as a kid. For some 35 years I drove pickup trucks exclusively, but in semi-retirement, find them to be too bulky and expensive to operate. Things that are unnecessary in my modern routine.
Recently, I have been working on a book about the Chevrolet Chevette. A subject that might seem somewhat odd or even ill-advised. But in personal terms, a 1981 model was the first truly dependable car that I ever owned. Its history of use was mixed, but memorable. I found the vehicle to be very economical when in operation. And though it has long since departed, that beige hatchback remains strong in memory.
While researching T-car history online, I discovered that there was a variant of the breed, sold in Brazil and South America. Something that might seem surreal to consumers here in our homeland. But with the world market shaking out details, and divergent forces from opposite factions competing, I wonder if we might have come full-circle. It is undeniable that eventually, EVs will play a major role in transportation. The desire to hold sustained profitability from current models is also a smart business practice. But as a bridge is built to carry us toward future goals, I cannot avoid thinking that this long-ago pickup might have a place in the current reality of our national existence.
With only a few tweaks, such as swapping fuel injection for the carburetor, and a mild refresh of interior design, the Chevy 500 could easily find a place on the roadways of America. It would be practical, sturdy, easy to maintain, and above all, very affordable for consumers who do not wish to drop many thousands of dollars on a new vehicle. A sort of throwback to the days when Chevrolet literally put this nation on wheels.
Perhaps you might be thinking, ‘A Chevette pickup? Really? I can’t believe we did that the first time!’ Yet I implore you to consider this suggestion with a sober mind and careful judgment. The slate of NART options now being offered (Not A Real Truck) by Honda, Ford, and Hyundai may have their place, but do not really measure up to the standard of a genuine workhorse. The forgotten 500 could easily be modernized and modified, to meet the needs of patrons from coast to coast. And, around the globe.
A bigger motor might be considered, or all-wheel drive. Even a hybrid version. Your ability to innovate, as a premier manufacturer, is unlimited, I would think. I ask you to review this proposal seriously.
Many thanks here, for your kind attention.
Sincerely, RDI
3-15-25
Would my petition be taken seriously? I could not guess about that eventual result. But I had spoken out, as a citizen and enthusiast.
That in itself was enough.
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