Marque of the Month
La Salle
April          

was created in 1927 as a junior companion make to Cadillac.
was the first Harley Earl design for General Motors.
was powered by it's own V-8 from 1927-1930.
was critical to the survival of Cadillac during the Great Depression.
was discontinued after the 1940 model year.

1934_LaSalle.jpg (2139012 bytes) p1937_LaSalle_Series_50.jpg (112423 bytes) p1938_LaSalle_Phaeton.jpg (72783 bytes) p1939_LaSalle_5029.jpg (85716 bytes) p1940_LaSalle_5219.jpg (67630 bytes) p1941_LaSalle_52.jpg (66906 bytes)
1934 350

1937 Series 50

1938 Series 50

1939 Series 50

1940 Series 50

1940 Series 52


The LaSalle was one of the companion makes that GM President Alfred Sloan had created in the mid-to-late 1920s (Buick had Marquette from 1929-1930, Oldsmobile had Viking from 1929-1930, and Pontiac was actually the companion make to Oakland, which was last made in 1931).  The companions were create to fill the perceived price gaps between Chevrolet, Oakland, Oldsmobile, Buick and Cadillac.  LaSalle lasted the longest because it's existence gave Cadillac dealers a less-expensive vehicle to sell during the darker days of the Great Depression.

Probably LaSalle's greatest legacy is the role it played in bringing Harley Earl to General Motors.  When Larry Fisher hired Harley Earl to design the 1927 LaSalle, it was supposed to be for just the one model, but the results were so successful that Earl stayed with GM for 32 years, and founded the GM design department, the "Art and Colour Section" (which was the first in-house styling operation for an American automobile manufacturer).  The 1927 LaSalle was patterned after the Hispano-Suiza, and had two-tone exteriors.  Later LaSalles were also know for their style.

Eventually, the price difference between the LaSalle, Buick and Cadillac grew so small that LaSalle's sales volume did not justify the expense of the separate dies.  In 1941 the Cadillac Series 61 replaced the LaSalle, and increased sales by more than 6,000, making up 50% of the total Cadillac sales of 1941.

 

Did You Know?
  • LaSalle outsold Cadillac in 1929 and 1933.
  • LaSalle was named after a French explorer, as was Cadillac.
  • LaSalle was powered by an Oldsmobile straight-eight from 1934-1936.
  • LaSalle in 1937-1938 was based on the Cadillac Series 60.
  • LaSalle had two models in one year only, 1940.
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© 2002 San Francisco Historical Automobile Society, P.O. Box 880233, San Francisco, CA 94188-0233