In the history of American automobiles, 1927 is generally regarded as the beginning of modern automotive styling. Prior to this, design changes were driven by engineering needs. The leader in the new era of design was the LaSalle which was introduced by General Motors (GM) to fill a price gap between its high-end Cadillac and the Buick. GM sought to produce cars according to the consumer’s socio-cultural profile, budget, and ambition. Chevrolet was an entry level vehicle, while Cadillac was intended to appeal to the top of this range.
Using the same platform as the Cadillac, the LaSalle was designed by Harley Earl who saw the new vehicle not as a junior Cadillac, but rather as an agile and stylish vehicle. According to one writer:
“Harley J. Earl was an unparalleled automobile designer. He was a dreamer, an artisan, an artist and a genius all tied up in one. He personified the brand’s soul.”
The new LaSalle quickly became a trend-setting automobile. It used the Cadillac Ninety Degree V-8 which, coupled with the LaSalle’s smaller size, made it fast.
Shown above is a 1927 LaSalle 303 Roadster on display at the LeMay—America’s Car Museum in Tacoma, Washington. This model was produced for only two years (1927-1928) and had a base price of $2,635.
Shown above is a 1930 LaSalle Series 340. Source.
The LaSalle was introduced to the automobile-buying public just prior to the beginning of the Great Depression. During the Great Depression, car sales slowed and a number of manufacturers went out of business. General Motors eliminated its Viking and Marquette brands. Cadillac sales fell, but many loyal Cadillac buyers switched to the LaSalle to save money.
By 1935, the LaSalle was more closely related to the Oldsmobile than to the Cadillac. It sold for about $1,000 less than the Cadillac and its primary business mission was to keep the GM luxury car division profitable. However, the LaSalle faced stiff competition from the Packard One-Twenty (introduced in 1935) and from the Lincoln-Zephyr (introduced in 1936).
Shown above is a1935 LaSalle 2 door Coupe on display in the Montana Automobile Museum. It sold for $1,225.
Shown above is a 1937 Touring Sedan. Source.
Shown above is a 1938 Coupe. Source.
Shown above is a 1939 4-door convertible. Source.
In the Fall of 1939, the 1940 LaSalle was introduced with a full array of body styles, including a convertible. This was to be the last model year for the LaSalle.