Classic Car Wiki

Introduction to LaSalle

LaSalle was an American automobile marque created and marketed by General Motors from 1927 to 1940. Positioned as a companion brand to Cadillac, LaSalle was intended to fill a pricing and prestige gap between Buick and Cadillac. Although the brand had a relatively short lifespan, it played a significant role in shaping the direction of GM’s luxury car division and influenced American automotive styling in the late 1920s and 1930s.

Origins and Purpose

GM’s Companion Make Program

During the 1920s, GM President Alfred P. Sloan introduced a strategy to create “companion makes”—secondary brands to support the company’s primary divisions and fill pricing gaps between them. Cadillac, GM’s top-tier luxury marque, was seen as too expensive for many upper-middle-class buyers. The idea was to create a car that retained Cadillac quality but was smaller, more affordable, and stylishly distinct. Thus, LaSalle was born.

Named After a French Explorer

The brand was named after René-Robert Cavelier, Sieur de La Salle, a French explorer of North America. The name was chosen to echo Cadillac’s heritage, which was itself named after Antoine de la Mothe Cadillac. This added a sense of historical prestige to the new marque.

LaSalle and Harley Earl

The Birth of Automotive Styling

One of LaSalle’s greatest contributions to the automotive world was its connection to Harley Earl. The 1927 LaSalle was the first General Motors car designed by a dedicated styling department, headed by Earl. Inspired by European designs, particularly Hispano-Suiza, Earl’s LaSalle had sleek lines, a low profile, and a European flair rarely seen on American cars at the time.

The 1927 LaSalle

Launched in March 1927, the original LaSalle was based on a modified Cadillac chassis and powered by Cadillac’s 90-degree V8 engine. It offered impressive performance and handling for the time, often outpacing more expensive Cadillacs. The LaSalle was well-received and considered a design triumph.

Development Through the 1930s

Model Range and Design Evolution

Through the late 1920s and early 1930s, LaSalle continued to share Cadillac components while distinguishing itself with lighter bodies and sportier designs. The cars maintained their sleek look, offering coupes, convertibles, sedans, and roadsters. LaSalle earned a reputation for offering Cadillac-like luxury at a more accessible price.

Great Depression Impact

The Great Depression took a heavy toll on luxury brands, and LaSalle was no exception. Sales declined, and by 1934, GM decided to make LaSalle even more cost-efficient. The 1934 model was built on an Oldsmobile chassis and powered by a flathead inline-eight engine instead of the Cadillac V8, signaling a move toward cost-cutting that diluted the brand’s luxury cachet.

The Final Years

Return to Cadillac Roots

In 1937, GM moved LaSalle back onto a true Cadillac platform, and the brand once again received Cadillac’s V8 engine. These models were well-appointed and respected. In particular, the **1937–1940 LaSalle Series 50** models were popular with consumers and are regarded as some of the most elegant LaSalles ever produced.

Decline and Discontinuation

Despite renewed investment in quality and design, LaSalle’s sales never quite reached Cadillac’s expectations. As other GM divisions introduced more upscale models and Cadillac broadened its own range, LaSalle’s niche shrank. The brand was discontinued after the 1940 model year, with Cadillac deciding to consolidate its lineup rather than continue supporting the companion make strategy.

Important LaSalle Models

LaSalle Series 303 (1927–1929)

The first LaSalle was a major success. It featured sleek Harley Earl styling and Cadillac’s V8, offering luxury, performance, and sportiness. It was one of the first American cars to be sold on the strength of its styling as much as its engineering.

LaSalle Series 345 (1931)

Known for refined bodywork and upgraded interiors, the 345 continued to ride on a Cadillac platform and featured improved mechanicals. These models solidified LaSalle’s reputation as a stylish and upscale vehicle for younger luxury buyers.

LaSalle Series 50 (1937–1940)

The Series 50 marked LaSalle’s return to Cadillac-based engineering. It offered Cadillac’s advanced 322 cu in V8, a sleek, streamlined body, and a full complement of body styles. These final LaSalles are among the most collectible today.

Styling Influence and Harley Earl’s Legacy

The 1927 LaSalle marked the beginning of a revolution in car design. Before Harley Earl, most American cars were designed by engineers. With LaSalle’s success, GM established the **Art and Color Section**, which later became GM Styling. Earl went on to become one of the most influential automotive designers of the 20th century, and LaSalle was his launchpad.

Earl’s influence spread across the entire GM brand family and even changed how all automakers approached design, making styling a crucial part of car marketing and identity.

Legacy

Although LaSalle only lasted 14 years, its legacy continues to be felt. It played a pivotal role in shaping GM’s luxury strategies and proved that buyers responded to well-styled vehicles as much as—or more than—pure engineering.

The marque introduced a design-first mentality and bridged the gap between middle-market cars and luxury vehicles. Many of LaSalle’s innovations, particularly in styling, would go on to influence not only Cadillac but American automotive design for decades.

Today, LaSalle is remembered fondly by enthusiasts and collectors. Well-maintained examples, especially from the 1937–1940 era, are prized for their elegant lines, mechanical robustness, and historical significance. The LaSalle name still evokes a time when automotive artistry was just beginning to blossom.