1940 LaSalle Series 52 Convertible

The LaSalle model was created by General Motors to fill the price gap between Cadillac and Buick. With sticker prices of around $3000, these attractive and conservative automobiles were affordable, reliable, and built with Cadillac quality. General Motors advertised the LaSalles as being assembled to Cadillac standards in the Cadillac factory. Most of the innovative features were first featured on the LaSalle product line and then migrated to Cadillacs.

The LaSalles were practical, reliable, and functional automobiles. Unfortunately, the brand was introduced at a time in history that was economically unstable, especially for a new automotive name. They did not have the following or customer loyalty needed to stay in business. The Great Depression meant that the customers that could afford cars were probably sticking with a brand they knew and trusted. Even though this was true, the LaSalle did stimulate sales for General Motors during a difficult time in history. LaSalle stayed in production for fourteen years before GM canceled the marque just prior to World War II.

The LaSalle Series 40-52 shown here is one of the rarest LaSalle bodies produced due to being introduced in the final year of production. It sits atop a 123-inch wheelbase and is powered by a 322 cubic-inch eight-cylinder engine capable of producing 130 horsepower.

This vehicle, chassis number 4E11459 was first shown at the 1994 Meadow Brook Concours d'Elegance. It was later shown at the 2004 Cranbrook Concours d'Elegance.

By Daniel Vaughan | Dec 2006