The Functionality of LaSalle Vehicles

The creation of Cadillac's companion brand, LaSalle, was driven by the vision of Alfred P. Sloan, the renowned General Motors president, who aimed to cater to every budget. This strategy, rooted in offering vehicles for all financial tiers, propelled GM to its dominant position. In the mid-1920s, Sloan identified a pricing gap between Buick and Cadillac and tasked Cadillac with bridging it through a secondary model line.

Cadillac selected the name LaSalle, paying homage to another French explorer, much like the brand's namesake. Launched in 1927, the junior series featured a shorter wheelbase than its senior counterparts. This move was part of a broader expansion era, during which numerous models were introduced to meet the seemingly endless demand of a booming market.

A standout feature of the inaugural LaSalle was its sophisticated body design by Harley Earl, a skilled West Coast designer with a background in the carriage trade. Sloan personally recruited Earl to craft the new line. LaSalle not only met GM's expectations but also marked the beginning of Earl's distinguished 30-year tenure as the company's design leader. In its debut year, LaSalle contributed to 25% of Cadillac's sales and, by 1929, had surpassed its senior counterpart in popularity.

During the economically challenging 1930s, LaSalle played a pivotal role in sustaining Cadillac by driving significant sales volume. Although LaSalle's annual production often fell short of Packard's, its contribution was frequently substantial and occasionally vital. For instance, in the dire year of 1933, Cadillac's annual production dropped to 6,700 units, with LaSalle making up half of that figure. By 1937, when Cadillac produced 46,000 vehicles, 32,000 were LaSalles. Despite this, GM executives remained unsatisfied, expecting even greater sales from the brand.

The 1930 LaSalle Series 340 models reflected the prevailing automotive trends of the era, featuring increased length, weight, and price compared to the 1929 lineup. The wheelbase expanded to 134 inches as all models transitioned to the "long" chassis, while the original 125-inch "standard" platform was discontinued.

As in previous years, the best-selling models featured bodies from Fisher Brothers, a company GM had acquired earlier. These included two coupes, two four-door sedans, a convertible coupe, and two seven-passenger sedans priced between $2,500 and $3,000. In the higher price bracket of $2,400 to $4,000 were six semi-custom designs by Fleetwood, another esteemed coachbuilder under GM. These included a roadster, two phaetons, a seven-seat touring car, and two five-passenger sedans. In contrast, 1930 Cadillac models started at $3,295 and could exceed $10,800.

True to its Cadillac lineage, LaSalle debuted with a V-8 engine, a 303-cubic-inch unit producing nearly 80 horsepower. This engine was expanded in 1928 to 328 cubic inches, boosting output to 86 horsepower. To accommodate the larger size and weight of the 1930 models, the V-8 was further enlarged to 340 cubic inches, delivering 90 horsepower.

In 1930, LaSalle's design continued to reflect Harley Earl's groundbreaking 1927 vision, characterized by a low profile, elongated "clamshell" fenders, a tall and rounded radiator inspired by the iconic Hispano-Suiza, and the then-innovative two-tone paint. The most notable update for 1930 was a taller radiator, which further elevated the car's striking appearance. Despite the economic downturn following the Wall Street crash, the public remained enthusiastic, leading to a production of approximately 15,000 units for the model year. This figure, representing about 75% of Cadillac's output, was commendable under the circumstances.

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LaSalle Cars of the 1930s

The worsening Depression in the early 1930s compelled Cadillac to implement cost-saving measures for the 1931-33 models. Consequently, the 1931 Series 345A adopted the senior line's 353-cubic-inch V-8 engine, producing 95 horsepower, while Cadillac Eights were built on the LaSalle chassis. Power increased to 115 horsepower for 1932-33. Model options remained largely unchanged for 1931 but were reduced for the 345B and 345C series in 1932-33. During this period, seven-passenger sedans moved to a 136-inch chassis, while standard models were downgraded to a 130-inch platform.

LaSalle prices were also lowered between 1931 and 1933, dropping to a range of $2,200 to $2,800. Although this was approximately $500 less than Cadillac Eights, the latter appeared to offer better value, as they matched LaSalle's sales and even outperformed the junior line in 1931. LaSalle's sales declined significantly, falling from 10,000 units in 1931 to just under 3,400 in 1932, with 1933 figures showing little improvement.

In an effort to revive its fortunes, Cadillac introduced the all-new 1934 Series 350, featuring a design exclusive to LaSalle. Prices were further reduced, now $1,000 below the senior Eights. The model lineup was streamlined to include only a coupe, four-door sedan, club sedan, and convertible coupe, all built on a compact 119-inch wheelbase shared with Oldsmobile. To cut costs, Cadillac replaced LaSalle's V-8 with a 240.3-cubic-inch Oldsmobile L-head straight-eight engine, enhanced with Cadillac's aluminum pistons and other modifications. Despite this, horsepower dropped to 95. A notable addition was the "Knee-Action" independent front suspension, a first for GM and shared with Oldsmobile. Stylistically, the 1934 models embraced full streamlining, featuring a rounded grille and distinctive hood-side portholes.

This design and pricing strategy continued for two more years but failed to significantly boost sales, which remained below those of competing junior models. However, LaSalle's sales improved from just under 7,200 in 1934 to over 8,600 in 1935, with an eight-model lineup. By 1936, sales reached 13,000, even as the range was trimmed to four models. Prices hit their lowest point in 1936, with the two-passenger coupe priced at $1,175 and the convertible coupe at $1,255. Key updates included a 105-horsepower 248-cubic-inch engine option in 1935, which became standard in 1936, and the introduction of "trunkback" sedans to replace older trunkless designs. From 1935 to 1939, all LaSalles were designated as Series 50.

In 1937, Cadillac adopted a new approach, aligning LaSalle closely with the successful 1936 Series 60. Power came from the same 125-horsepower 322-cubic-inch "monobloc" V-8 engine, while refined styling on a unique 124-inch wheelbase made LaSalles arguably more appealing than that year's Cadillacs. Buyers responded positively, driving LaSalle sales to a record 32,000 units for the model year. The 1938 lineup saw few major changes, but a new four-door sedan with a sliding-steel "Sunshine Turret Roof" was added. Unfortunately, a brief but severe recession halved sales, disappointing GM executives. Despite its struggles, LaSalle remained a bargain, with 1938 prices ranging from $1,300 to $1,900.

Cadillac remained committed to LaSalle, leading to a comprehensive redesign for 1939. While the V-8 engine remained unchanged, the introduction of GM's midrange B-body brought a sleeker design with larger windows and the elimination of running boards, except on convertibles where they were optional. The wheelbase, shared with higher-end Oldsmobiles, was shortened to 120 inches, matching the 1936 specifications. Despite these updates, sales remained lackluster, with only around 21,000 units sold that year.

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LaSalle Cars of the 1940s

The 1940 model year introduced updated styling that represented a peak in LaSalle's 14-year journey, along with the brand's first two-series lineup in ten years. Leading the design was the luxurious new Series 52 Special, featuring Harley Earl's innovative "torpedo" aesthetic. While Cadillacs maintained their signature bullet-pod headlights on the hood sides, the Series 52 adopted new sealed-beam headlights, integrated into the fenders, a trend shared with other 1940 Detroit models. The body lines were elegantly rounded, interiors became more spacious thanks to a three-inch longer wheelbase, and windows were enlarged for a more modern feel.

The iconic LaSalle grille arguably reached its finest form: narrower than Cadillac's but masterfully designed. Similar to the 1939 models, the 1940 versions featured vertical chrome accents in the "catwalk" areas between the grille and headlights, another of Earl's design innovations. However, the catwalks were now broader and seamlessly blended with the fenders.

The 1940 lineup included the Series 50 and the new Series 52 Special, offering a coupe and a four-door sedan with fully integrated trunks. The Series 50, which also included a two-door sedan, retained the basic 1939 design. While boxier compared to the new Specials, they remained stylish, benefiting from the extended wheelbase and a smoother front end. The most elegant models of the year were undoubtedly the midyear Special convertible coupe and sedan. Minor updates boosted the 322 L-head V-8 engine's output by five horsepower, bringing it to 130.

By 1940, LaSalle had lost its unique position in the market. While its price range was broad, spanning from $1,240 for the Series 50 coupe to $1,895 for the Special convertible sedan, a base Cadillac Series 62 was available for as low as $1,685, and Buicks ranged from $895 to $2,199. Although LaSalle made up nearly two-thirds of Cadillac's total 1940 sales—24,130 out of approximately 37,000 units—it barely outperformed Lincoln and lagged far behind Packard. It became clear that offering a lower-priced Cadillac was a more logical strategy than maintaining a less prestigious junior line. Consequently, Cadillac replaced LaSalle with the new entry-level Series 61 for 1941.

The choice to discontinue LaSalle was ultimately justified. Priced between $1,350 and $1,535, the Series 61 sold 29,250 units in its debut year but was eventually overshadowed by the more expensive Series 62. However, the Series 61 maintained a premium price point to preserve Cadillac's upscale reputation. Post-World War II prosperity made the model unnecessary after 1951, by which time Cadillac had firmly established itself as America's leading luxury car brand.

Prior to the decision to phase out LaSalle, GM Styling had developed a prototype for the 1941 model. This sleek fastback four-door sedan featured the classic slim grille and "catwalk" fender accents, along with slim horizontal parking lights, spinner hubcaps, and a return to the early LaSalle radiator emblem—an "LaS" monogram encircled.

LaSalle's legacy of elegance, sophistication, and prestige continued to inspire GM Design long after World War II. The name resurfaced in connection with several projects, sparking rumors of a potential revival. Among these were the "LaSalle II" hardtop sedan and two-seat roadster showcased at the 1955 Motorama. Although purely conceptual, these models featured vertical grille slats reminiscent of the 1940 catwalks and traditional LaSalle emblems. The name was also considered for what eventually became the 1963 Buick Riviera and was nearly chosen for Cadillac's new compact sedan, the Seville, in mid-1975.

Will LaSalle ever make a comeback? It's unlikely, but the idea remains appealing.

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