The Chevrolet S10 was a popular compact pickup truck. We explore why it was discontinued — and if that was a mistake.
Chevrolet has discontinued some of its models over the years for various reasons. Of late, there was the Chevy HHR, which was discontinued in 2011 due to poor sales. There was also the extra quirky Chevy SSR. This car/truck lovechild did not meet G.M’s sales expectations, likely because of its high price tag and peculiar styling. Additionally, there was the Chevrolet S10 compact pickup truck.
This affordable and versatile little truck survived a respectable amount of time in the U.S market. So, why did Chevy stop selling the S10 pickup truck in North America in 2004? Let’s find out.
In this piece, we will be guiding you through a brief history of the Chevy S10 as well as explaining when and why it was discontinued.
What Years Was the Chevy S10 Sold?
The Chevy S10’s origin is an interesting one. After selling the Chevy Luv compact pickup (a rebadged Isuzu Faster) to compete with the best-selling Japanese compact pickups of the time, Chevrolet decided to take action. Enter the S10, Chevrolet’s own American-made compact pickup truck, in 1982.
Chevy’s new S10 came in several different trims and multiple powertrains. There was an S10 for everyone. You had everything from an exciting off-road-focused trim for enthusiasts to bare-bones base trims for the average car shopper that just needed a small and reliable pickup.
The Bowtie even made an electric version of the S10 in 1997. Although the project was a failure, this quirky version of the S10 remains a fun and interesting part of this compact truck’s history.
Additionally, the S10 platform came in the form of a GMC sister called the S15, then later, the Sonoma. The S10’s existence also spawned the creation of a cult classic icon, the GMC Syclone. The Syclone was a high-performance truck that put sports cars to shame. It was turbocharged, four-wheel-drive, light, and powerful.
“The Syclone will beat a brand-new $122,000 Ferrari 348ts, no doubt about it,” reported Car and Driver when it tested a 1991 model against a mid-engined Ferrari. Its performance capabilities, for what it was, were apparently nothing less than extraordinary. Though the Syclone is exciting, we need to get back to reality. The majority of S10 and S15 owners likely did not have Syclones. Nevertheless, it is an entertaining part of the Chevy S10’s history.
How Many S10 Generations were There?
The first generation of Chevy S10 lived from 1982 to 1993. This was the generation that started it all. It included four- and six-cylinder engines as well as many different trims and appearance packages, including the adventurous off-road-focused Baja edition.
Then came the second generation of the Chevy S10, which included new styling and more size. This generation lasted from 1994 to 2004. The updated compact truck also had many different trims and maintained both four- and six-cylinder engine options.
Take a look at the retro review, above, from the classic TV show MotorWeek to learn more about the second generation S10, which MotorWeek calls “awesome and still very relevant.”
This brings us to the death of the S10. So, what caused its demise?
Why Did Chevy Stop Making the S10?
Chevrolet discontinued the S10 pickup truck in 2004. This was 22 years after its first launch in 1982. It was replaced largely for the same reason that a lot of modern vehicles are: fluctuating trends of the ever-changing automotive industry and changing consumer demands.
By 2004, the automotive industry had shifted back towards larger trucks. The emergence in popularity of larger trucks caused Chevy to launch the new larger Colorado.
With the new compact-to-midsize Chevy Colorado and its GMC Canyon twin sister out of the assembly line and ready to take on GM’s rivals, the S10 was discontinued and replaced.
If you are curious to learn about the S10’s replacement, check out the video above by Auto Trader.
Chevrolet S10 Lives on Elsewhere
Chevrolet’s S10 was a versatile, reliable, and popular compact truck. It lived a long life in the U.S. market before it was discontinued in 2004 because of its replacement, the larger Chevy Colorado.
The S10 may not be in the U.S. market anymore, but it is still alive and well in other parts of the world, including Brazil. Chevy has been selling the S10 in that market nonstop since 1995.
Today, it is a different truck than what it used to be, but it still bears the S10 name. Pictured above is an example of a Brazilian market Chevy S10.
Also, in 2020, General Motors announced an upcoming 2021 Chevrolet S10 refresh for South America, confirming that the debut of Chevy’s international-market midsize pickup is imminent, as GM Authority exclusively reported.
The unfortunate truth for U.S. fans of the S10 is that Chevy no longer found it important. As most carmakers do, they focus on what the industry is going towards. In 2004, that was bigger trucks.
Ultimately, the S10 is a classic story of a vehicle that was a victim of the ever-changing automotive industry. The “little truck that could’s” fate was unfortunate and sealed.
Photos: Chevrolet
