1939 LaSalle Series 50

The La Salle was first introduced on March 5th of 1927. It joined the ever-growing General Motors line-up and was positioned between Buick and Cadillac. At a target price of around $3,000, the LaSalle was envisioned to attract those who wanted more than a Buick but could not afford a Cadillac. It was built to high standards but lacked the refinement and amenities of a Cadillac. The durability, dependability, and quality helped boost sales for the LaSalle brand and General Motors.

The 1939 La Salle was very modern for its time, with the grille being one of its most striking features. It is long and aerodynamic, with the La Salle name proudly displayed for all to see. The headlights continued the aerodynamic motif and were constructed in the form of a teardrop. Under the long and flowing hood can be found a 322 cubic-inch eight-cylinder engine that provided adequate power for its occupants. It was taken from Cadillac, which helped GM keep development at a minimum while satisfying all types of customers' price ranges and requests. Whitewall tires and chrome accents can be found throughout the vehicle.

by Dan Vaughan

Coupe
Chassis number: 2305392

Black with tan cloth interior

Engine: L-head, eight-cylinder, 322ci, 125bhp at 3,400rpm; Gearbox: three-speed manual; Suspension: leaf springs all around; Brakes: hydraulic drum all around. Left-hand drive.

First introduced on March 5, 1927, the La Salle motor car was met with enthusiasm by the American public as General Motors introduced its new car to fill the price gap between Buick and Cadillac. Moderately priced at around $3,000, the new La Salles were aimed at customers looking for a car slightly less conservative than a Cadillac yet built with the same high standards of manufacturing. The first cars were billed by GM as a companion car to Cadillac, possessing the same quality and dependability in a smaller package and at a lower price. Styling stood equal to function in the design. The new La Salle cars did well in their early years, boosting GM sales significantly and regaining market share from American competitors such as Packard and Lincoln.

For the 1939 model year, the company employed an aerodynamic and longer grill complete with the La Salle script across the front. The new grill was joined by two lower curved side grill, while the teardrop style headlights became incorporated into the body. Though the exterior of the car had been dramatically improved from its predecessor, the engine mechanics were essentially left unchanged as the eight-cylinder, 322ci motor provided ample power for most potential owners.

The 1939 Model 50 coupe offered is a handsome and amazingly preserved, original example and shows why it was easy to love. The sweeping coupe lines are complimented nicely by the black finish with flowing chrome trim and wide whitewall tires. Once seated behind the original, large-diameter steering wheel, this car really shines. The smooth-idling V8, taken directly from Cadillac, provides surprising power for effortless cruising and spirited acceleration - even up steep hills. The steering is also very solid, while the brakes provide reassuring stopping power and a very good feel for a car that is well over a half-century in age. Even the 'three on the tree' manual transmission is easy to operate. It shifts cleanly and smoothly and should prove very easy to master, even for the uninitiated.

Included with the car is a fairly extensive notebook with wiring and electrical information, some previous ownership history, and copious receipts for servicing, parts, and maintenance over the past three years. It is fair to say that great care was taken to make this car into an imminently drivable example.

In the swan song year of La Salle, the American automaker created a lovely, stylish car that is fondly appreciated and supported through club activities and vintage touring events. A recent article in Hemmings Motor News highlighted the very same model and it is in our opinion that this Model 50 may be the ideal chance for someone who has never owned a vehicle of this vintage to explore a new area of collecting without the intimidating prospect of spending six figures or having to channel the ghost of hand-cranks past just to take the car out for a Sunday cruise.

WITHOUT RESERVE

by Christies

by LaSalle

Sedan

It was named for the French adventurer who explored the Mississippi River Valley to compliment the naming of the Cadillac for the French explorer who discovered Detroit, Michigan. The LaSalle was originally designed by Harley Earl.

The 1939 model was characterized by a new tall, narrow grill plus side grills; all fine-pitch die-cast units. Note the clever jump seats in the rear of the car.

This car went through an eighteen-year restoration done by Richard Parcher from Charlotte, NC. The LaSalle was purchased in 1997 by the current owner.

Engine: Ninety Degree L-Head Eight, 322 CID, generating 125 HP

Tires: 7.00 x 16; Weight 3,715 lbs; Price new: $1,475.00

Convertible Coupe

The LaSalle was designed by Harley Earl, who later became head of GM Art and Colour, and was inspired by the Hispano-Suiza. It was named after the French adventurer Sieur De La Salle, who explored the Mississippi River valley in 1682.

The 1939 LaSalle was characterized by a new, tall, narrow grille with side grilles, louvers at the rear of the hood side panels, headlights mounted to the radiator casing, and 25 percent more glass area. It was powered by a 322 cubic-inch engine producing 125 horsepower and cost $1,475 new.

Although the LaSalle was stylish and performed well, its place in the GM marketing line-up was becoming less secure. 1940 marked the last year of LaSalle production.

Convertible Sedan by Bohman & Schwartz
Chassis number: 2295132

Coachbuilders Bohman & Schwartz built this one-off 1939 LaSalle, and it is noted as one of the most dramatic 'Art Deco' custom builds of the late 1930s. Legend has it the LaSalle was commissioned by Don Lee Cadillac of Los Angeles for the President of Marchant Calculating Machine Company, who, upon seeing Clark Gable driving his Packard Darrin, was unsuccessful in ordering a duplicate. In the 1970s, Dr. and Mrs. Alfred Barrows of San Francisco, California, reported they purchased the car new upon falling in love with it on a showroom floor of a Bay area Cadillac dealer. Notably the LaSalle had already been additionally customized with dual side mounts (each holding reserve gasoline tanks). At some point they painted the car white and sold it in 1951. It is noted as carrying dignitaries in the Rose Parade and was shown at the Sixth Palm Springs Road Race Concours in 1954. By 1959, the driver's door was damaged and with mechanical repairs unfinished, the LaSalle was locked away in a Los Angeles garage until 2013. The 2018 Amelia Island Concours d'Elegance was the first time it had been seen publicly since 1959.

by LaSalle

Sedan

The 1939 LaSalle is a classic luxury car known for its elegant design and advanced features, positioned as a more refined alternative to its parent brand, Cadillac. Its stylish body included streamlined fenders, a distinctive grille, and a luxurious interior, reflecting the sophistication of late 1930s automotive design. The 1939 LaSalle was typically powered by a smooth and powerful V8 engine, offering a comfortable and reliable driving experience. Matching this car with a 1939 bicycle, showcasing both automotive and cycle craftsmanship from the same era.

This LaSalle was purchased from the Cadillac dealership on Monterey Street in Salinas, CA, and it has lived its whole life no more than 7 miles from where it was purchased. It is all original except for the original color paint, which was repainted several years ago.

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, that Cadillac realized that it 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 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 be consciously 'styled' in the modern sense. Considered the most fashionable American automobile 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. 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 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 before being replaced with a single-plate clutch. Hydraulic brakes were also newly adopted into the series, adding another first to GM's repertoire.

Independent front suspension now reduced the unsprung weight problem that had been an issue since 1933. Cadillac reduced 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 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 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 Jessican Donaldson