1940 LaSalle Series 50

History

During the first two decades of the 1900's, Cadillac was the leader in the U.S. luxury-car market. It wasn't until around 1925 when Packard Automobiles began replacing Cadillac as America's new favorite in the premium automobile market when Cadillac realized that they needed to step it up.

With the bottom-end Cadillac priced at $3195, many consumers were unwilling to spend such a significant amount when the top of the line Buick cost $1925. In the years following World War I, Packard's smart new group of lower-priced high-quality 'pocket-size' vehicles were responsible for basically running away with the luxury market, and consequently, much of GM's business.

Conceived as a baby Cadillac with a bit more added style, the La Salle series was introduced on March 5, 1927. To present a youthful, dashing image completely opposite from the staid and proper Cadillac, the La Salle series was meant to be a stepping stone in a perceived gap between Cadillac and Buick in GM's lineup. Priced just above the Buick, the La Salle was designed to be a complete model line that would adequately fill out GM's product roster. The name La Salle was chosen in reference to the famed French explorer that Cadillac had been named after, as one of his compatriots.

Wanting the La Salle to be considerably more stylish than the Cadillac, President of GM Larry Fisher hired a young stylist from Cadillac's California distributor to aid in the design of the new junior series. Harley Earl was given the job as a consultant to design the first La Salle. Though assumed to be only hired for this specific task, Earl went on to become the company's director of design until he retired some 30 years later. During Earl's time at Cadillac, he influenced the entire industry in the areas of both styling and marketing strategy.

The original La Salle produced in 1927 became the first mass-production vehicle to consciously 'styled' in the modern sense. Considered by the most fashionable American automobiles of its day, the LaSalle was the first of the smaller and more maneuverable luxury vehicles. The LaSalle was also the pioneer in the automobile color industry. Up until this point all vehicles were produced in only black Japan enamel, the only finish available to dry quickly enough to stand up to the pace of mass production. The introduction to DuPont Chemical Company's fast-drying, polychromatic duco finishes in '24 supplied automobiles with a stunning array of colors. La Salle became one of the first cars to take advantage of this modern advancement.

The Series 350 was introduced in 1934 and was considered to be more like an Oldsmobile than a Cadillac. Borrowing an L-head straight eight from the Oldsmobile division to replace the traditional Cadillac V-8, the new series shared the same 240.3-cubic-inch (4-liter) displacement. A completely redesigned chassis was introduced with a much shorter, 119-inch wheelbase. Since the beginning of the La Salle, the double-plate type clutch was utilized until before replaced with a single-plate clutch. Hydraulic brakes were also newly adopted into the series adding yet another first to GM's repertoire.

Independent front suspension now reduced the unsprung weight problem that had been an issue since 1933. Cadillac was able to reduce the price of the LaSalle base models by $650 with these cost-cutting new innovative features.

Considered to be the automotive industry fashion leader, the La Salle was equally impressive from its design side. The new design styling for the 1934 model was considered to be dramatic and eye-catching. High-set headlamps in bullet-shaped pods were placed on both sides of a tall, narrow vee'd radiator, along with curvy 'pontoon' fenders at both the front and rear. Wheels were encased in smart chromed discs while hood vent doors gave to 'portholes'.

The La Salle featured bumpers that emulated the shape of twin slim blades separated by two bullets, similar to the '27 Cadillacs. Trunks were absorbed into the main body on all models and spare tires moved inside the vehicles. The LaSalle Series 50 featured a four-door sedan, a new five-passenger club sedan, a two-seat coupe and a rumble-seat convertible coupe in its 1934 lineup. All models showcased Fleetwood's bodywork and rear-hinged front doors. Cadillac's standard of quality and luxury were still rated as outstanding despite the money-saving measures. For the 1934 Indianapolis 500, the '34 LaSalle was chosen as a pace car for that year.

Unfortunately, the following year's sales dipped far below expectations, even though they doubled the previous year's total. A total of only 7195 models were produced for the 1934 year.

Not much styling was changed for the 1935 LaSalle Series 50. Updates included two-door and four-door 'trunkback' sedans joining the line with an industry trend. Fisher's new 'Turret-Top' construction was introduced to replace the original closed body styles. This update required steel to replace the traditional fabric inserted into the roof. Horsepower was up from 90 to 95 with a slightly higher compression ratio. Very few mechanical changes were made for the '35 model.

Due to the release of Packard's new One-Twenty, about the same size as LaSalle, though slightly lighter and 16% more powerful and cost $450 less, LaSalle sales suffered.

The following year Cadillac responded to the competition by reducing the little-changed Series 50 by $320, though even this wasn't enough to stimulate sales significantly. Packard's One-Twenty continued to thrive and outsold the LaSalle by better than four to one for 1936.

Time to try a new approach, Cadillac next introduced a new 'compact' Series 60 that same season.

By Jessica Donaldson

1940 Vehicle Profiles

1940 LaSalle Series 50 vehicle information

Touring Sedan

The LaSalle was a brand of automobiles manufactured and marketed by General Motors' Cadillac division from 1927 through 1940. The LaSalle was named for the French explorer Robert de LaSalle.....[continue reading]

1940 LaSalle Series 50 vehicle information

8 Door Wagon
Coachwork: Meteor Motor Car Company

This very unusual 8-door 'woodie' station wagon was constructed by special order on a 1940 LaSalle commercial chassis. The chassis was delivered to Meteor Motor Car Company on February 6, 1940. Meteor, located in Piqua, Ohio, was one of the largest....[continue reading]

Touring Sedan
 
8 Door Wagon by Meteor Motor Car Company
 


Concepts by LaSalle



Recent Vehicle Additions

Performance and Specification Comparison

Price Comparison

1940 Series 50
$1,895-$6,300
1940 LaSalle Series 50 Price Range: $1,240 - $1,895

$1,380 - $1,895

Model Year Production

#1#2#3LaSalle
1942Chevrolet (254,885)Ford (160,432)Plymouth (152,427)
1941Chevrolet (1,008,976)Ford (691,455)Plymouth (522,080)
1940Chevrolet (764,616)Ford (541,896)Plymouth (430,208)24,133
1939Chevrolet (577,278)Ford (487,031)Plymouth (423,850)23,028
1938Chevrolet (465,158)Ford (410,263)Plymouth (285,704)15,501
1937Ford (942,005)Chevrolet (815,375)Plymouth (566,128)32,005
1936Ford (930,778)Chevrolet (918,278)Plymouth (520,025)13,004
1935Ford (820,253)Chevrolet (548,215)Plymouth (350,884)8,653

Related Automotive News

RM Auctions Presents Final Chapter Of The Dingman Collection Entirely Without Reserve

RM Auctions Presents Final Chapter Of The Dingman Collection Entirely Without Reserve

RM Auctions to offer the remarkable cars and collectibles from the collection of the esteemed Mr. Michael Dingman, weekend of 22 June Held in Hampton, New Hampshire, the two-day sale will see over...
Barrett-Jackson's Scottsdale Auction

Barrett-Jackson's Scottsdale Auction

Over a period of ten days, the Barrett-Jackson auction company had 1,611 vehicles cross their block, which resulted in over %24131.9 million in vehicle sales along with %246.55 in automobilia sales. This...
Joe Bortz to Host Historic Dream Car Discussion Panel

Joe Bortz to Host Historic Dream Car Discussion Panel

Dream car collector and historian Joe Bortz has prepared a special treat for participants at the 40th Annual Pontiac-Oakland Club International Convention in St. Charles Illinois, this coming July...
GM Design: 85 Years of Making Art That Moves You

GM Design: 85 Years of Making Art That Moves You

As GM Design celebrates its 85th birthday this month, the 1,900 men and women in GMs 10 global design centers are focused on the future, united in their vision to entice consumers to fall in love and...
Automotive Hall of Fame Inductees Named

Automotive Hall of Fame Inductees Named

Awards to be Presented in Conjunction with the Concours dElegance of America The Automotive Hall of Fame will present its annual induction and awards ceremony on Thursday, July 26, 2012 as one...
© 1998-2020. All rights reserved. The material may not be published, broadcast, rewritten, or redistributed.


Vehicle information, history, and specifications from concept to production.

Follow ConceptCarz on Facebook Follow ConceptCarz on Twitter RSS News Feed

Conceptcarz.com
© 1998-2020 Conceptcarz.com Reproduction or reuse prohibited without written consent.