1928 LaSalle Model 303

The LaSalle is considered the first American car to have been styled from concept to production. The LaSalle brand was introduced in March of 1927 as a companion to Cadillac, and to fill the price gap that existed between Buick and Cadillac. The name LaSalle was chosen in honor of the famous seventeenth-century French explorer who boldly laid claim to the entire Mississippi river basin.

The demand for owner-driver cars had increased during the mid-1920s, and as the luxury market continued to evolve on both sides of the Atlantic Ocean, Packard was among the earliest marques to meet this demand with its prescient Single Six range.

The strategy of using 'companion makes' for Cadillac was conceived by General Motors' CEO, Alfred P. Sloan, and Cadillac's president, Lawrence P. Fisher. LaSalle was not the first of the companion cars, as other manufacturers had used the concept to broaden their market share. Among the list were the Hudson's Essex, Jewett from Paige and the short-lived Ajax from Nash. Whippet, the Willys companion, became the third-best-selling car in 1928. Among the upscale companion marques were Marmon's Roosevelt and the Blackhawk from Stutz. All of General Motors' divisions, except Chevrolet, would have a companion make, including Pontiac, which began as a lower-priced companion to Oakland.

LaSalle was designed to meld attributes of higher-priced premium vehicles with the practicality of entry-level models. The LaSalle marque was popular and successful, yet in the end, was a commercial failure as it siphoned sales away from Cadillac. Since the Cadillac marque was established and prestigious, the decision was made to keep Cadillac and end LaSalle.

General Motors recruited a young designer named Harley Earl away from the renowned custom bodyshop of Cadillac's California distributor, Don Lee. Earl was subsequently chosen to head up GM's seminal 'Art & Colour Section' and would remain there until retirement. The designs he created for the LaSalle automobile were inspired by Hispano-Suiza, one of the most sensational automobiles of the period. It had a similar chassis to its more 'senior' sibling, Cadillac, but was smaller, lighter, and equipped with a scaled-down L-head V-8 engine. During a ten-hour trial at General Motors' Michigan proving grounds, a roadster chassis was driven by experimental manager Willard Rader in a grueling 950-mile durability run, averaging 95.3 mph. This average speed was approximately 1.8 mph less than the one posted by that year's Indianapolis 500 winner.

The LaSalle Series 328 was introduced in August 1928 for the following model year, and its development was overseen by chief engineer Ernest W. Seaholm. Wheelbase sizes included 125-inch or 134-inch sizes and were offered in nineteen body styles, including fourteen Fisher and five Fleetwood semi-custom designs. Beneath its bonnet was a 5,375cc (328 cubic inches) V8 engine allied to a three-speed manual transmission with synchromesh. The use of synchromesh was a novelty during the late 1920s and allowed smoother and easier gear changes. Additional advanced mechanical specifications included a helical bevel final drive, safety glass, and Duplex-mechanical 15-inch drum brakes. The bodies were adorned with chrome-plated brightwork, extravagant body mouldings and rich colour schemes.

The early LaSalle models were designated Series 303, becoming the Series 328 in 1929 and the Series 340 in 1930, and new names each year thereafter. By 1934, the LaSalle had become nearly indistinguishable from the Cadillac, except that it was priced $500 less. Four body styles were offered and they were all by Fleetwood. Minimal changes were incorporated through 1939 when the LaSalle gained a new tall, narrow grille with side grilles. The glass area increased by twenty-five percent and running boards became a no-cost option. 1940 was the final year of LaSalle production.

The 1928 LaSalle Series 303

The 1928 LaSalle was nearly identical to the 1927 LaSalle. Among the minor updates were the previous shock absorbers were changed to Lovejoy hydraulic, the clutch was changed to twin disc, 16-inch drum brakes were added to the front, and side ventilators were added in the cowl on closed cars and twenty-eight louvers near the rear of the hood panels on all body styles. The Fleetwood sedan and coupe were dropped, and the transformable town cabriolet on the 134-inch wheelbase was introduced mid-year. The price of the five-passenger sedan and the business coupe had a lower price.

The 303 cubic-inch, ninety-degree, L-head V8 engine had three main bearings and mechanical valve lifters. With 4.8:1 compression, the engine developed approximately 75 horsepower. With the optional 5.3:1 compression, output increased. The three-speed selective sliding gear transmission was built in unit with the engine and had a twin-disc clutch. Stopping power was via mechanical brakes at all four corners, with the rear brakes measuring 14 inches and the fronts at 16 inches. Wheelbase sizes measured 125- and 134-inches.

The Fisher bodies resting on the 125-inch platform included a phaeton, sport phaeton, coup, convertible coupe, victoria, roadster, standard sedan, sedan, town sedan, family sedan, and business coupe. The Fisher bodies on the 134-inch wheelbase platform included a seven-passenger standard sedan, a 5- and 7-passenger Imperial, a coupe, a five-passenger cabriolet sedan, and a seven-passenger family sedan. Pricing for the Fisher bodies ranged from $2,350 to $2,975.

The Fleetwood bodies on the 125-inch wheelbase included a Transformable Town Cabriolet and a Town Cabriolet. The Transformable Town Cabriolet by Fleetwood was also available on the larger 134-inch wheelbase.

A total of 14,806 LaSalle Model 303 were sold in 1928.

by Dan Vaughan

Convertible Coupe by Fisher
Chassis number: 303220895

The LaSalle Company was introduced by General Motors in 1927 as an alternative model to Cadillac. There had been a large price gap between the Buick and Cadillac model line, and GM felt a new marque would be appropriate. The LaSalle line was designed by Harley Earl, who worked in the newly formed Art and Color department. Inspired by the best of American and European styles, the vehicles were stunning and elegant. The designs were so successful that within a few years, the Cadillac vehicles were updated to resemble the design. By 1929 the LaSalle vehicles were outselling Cadillac's and a year later accounted for 75 percent of the Cadillac's sales.

This 1928 LaSalle Model 303 Convertible Coupe is powered by a 303 cubic-inch Cadillac V8 engine. It has a three-speed selective sliding gear manual transmission and four-wheel mechanical drum brakes.

At the 2006 RM Auctions in Meadow Brook it was estimated to fetch between $60,000 - $80,000. The lot was sold at a price of $66,000.

by Dan Vaughan

Convertible Coupe by Fisher

Designed by Harley Earl as a 'companion car' to Cadillac and introduced in 1927. There are minimal differences between the '27s and '28s.

This particular car was rescued from a California salvage yard in the mid-60s and was given an amateur restoration in the early '70s.

Award: AACA Junior 2004

Award: AACA Senior 2004

Award: AACA National Cadillac LaSalle Award 2005

Convertible Coupe by Fisher

LaSalle was produced as a companion marque to Cadillac from 1927 to 1940. General Motors President Alfred P. Sloan originated the 'companion' car concept as a means to introduce new nameplates that could be sold through existing sales organizations. The LaSalle also helped fill a price gap in the GM product line that had developed between the highest-priced Buicks and lowest-priced Cadillacs in the mid-1920s.

The original 1927 LaSalle was styled by a young California custom car builder named Harley Earl, who developed the car under contract to then Cadillac head Lawrence P. Fisher. Earl drew inspiration from Europe's rakish Hispano-Suiza for his design, creating a sporty yet elegant counterpoint to the larger Cadillacs. The LaSalle was offered in bright two-tone combinations that made it a stand-out among the typically drab-colored cars of the mid-1920s.

Built by Cadillac to Cadillac standards, the original LaSalle was a trend-setting vehicle and it was continued in 1928 with only minor changes. Alfred Sloan had by that time hired Harley Earl to implement his vision of a central design section within GM - Earl would go on to establish GM as the American style leader and would become the auto industry's first design vice-president.

This 1928 LaSalle is one of four Series 303 Convertible Coupes known. It has been well cared for since new and remains factory-original in many details.

Convertible Coupe by Fisher

In 1927 General Motors commissioned a flamboyant young designer from California, Harley J. Earl, to design a 'companion car' to Cadillac. The result was the LaSalle, the first-ever production car designed by a stylist. For this design, Earl drew heavily on his previous custom work for his Hollywood clients and European cars of the period, especially the Hispano-Suiza. The 1927 LaSalle was so well received by the public that GM decided to hire the 34-year-old stylist and create the Art and Colour Section around him. This allowed Earl's new design concepts to be applied to all of General Motors' products, making them more appealing and, in turn, more marketable. This beautiful cabriolet is a second-year LaSalle and differs only slightly from the previous year. It retains the same 303 cubic-inch V8 engine and a three-speed Synchro Mesh transmission. In fact, the only visible difference in the 1928 model is the number of louvers on the side of the hood, which were increased from 12 to 28.

Cabriolet Sedan by Fisher
Chassis number: 226213

The Model 303 was powered by a 303 cubic-inch L-head V8 engine delivering 75 horsepower. They had a three-speed manual transmission and four-wheel mechanical drum brakes.

The LaSalle was introduced in March 1927 and would be Cadillac's new companion marque. It had Cadillac prestige but at a lower price point. The designs were by Harley Earl, who was newly recruited by GM. This was Earl's first job for a major manufacturer - the LaSalle - and it would be a stylistic tour de force with design inspiration coming from the legendary Hispano-Suiza.

The LaSalle was similar to Cadillac, having a similar chassis and a scaled-down L-head V8 engine. There were eleven standard body styles, all built by Fisher, and available on two-wheelbase lengths for 1927. During that year, LaSalle sold 16,850 vehicles, twice the sales rate of the 'senior' Cadillac line. The following year, the LaSalle line continued, with the 17 catalogued body styles from Fisher, plus three by Fleetwood. Sales continued to be strong, with 14,806 units sold that year.

This particular vehicle was owned by a Swedish lady for many years. This car has dual side-mounted spares with engraved mirrors, a correct radiator mascot, an optional suitcase-style truck, and excellent brightwork.

In 2010, this Model 303 was offered for sale at the Vintage Motor Cars of Meadow Brook event presented by RM Auctions. The car was estimated to sell for $75,000 - $90,000. Bidding reached $52,500 but was not enough to satisfy the car's reserve. It would leave the auction unsold.

by Dan Vaughan

Sport Phaeton by Fisher
Chassis number: 211324

There were two wheelbase lengths for 1927 and eleven standard LaSalle body styles, all built by Fisher. Sales were strong, with 16,850 examples sold during the calendar year. For 1928, model year sales were 14,806 and would rise to 22,961 for 1929.

The 1928 models were a continuation of the 1927 models, now with 17 catalogued body styles from Fisher plus three by Fleetwood.

This Dual-Cowl Sport Phaeton is an AACA and CCCA National First Place winner and features a two-tone deep burgundy exterior with yellow-spoke wheels, a tan convertible top and a tan interior. It has dual side-mounted spare tires and a stanchion-mounted spotlight. It has recently been given a new coat of paint and a new top. This car is one of just two known to exist of only 13 such car originally built.

In 2010, the car was offered for sale at the Vintage Motor Cars of Hershey auction presented by RM Auctions. The car was estimated to sell for $55,000 - $75,000. As bidding came to a close, the car had been sold for the sum of $110,000 including buyer's premium.

by Dan Vaughan

Coupe by Fisher
Engine number: 222238

The LaSalle, a new 'companion manufacturer' to Cadillac, was introduced in March 1927. They were built to similar quality and prestige as the Cadillac but were smaller and lighter, powered by a scaled-down L-head V8 engine, and offered at a lower price. The design was by a newly recruited individual named Harley Earl, who came from California to work in Detroit. Using inspiration from Hispano-Suiza, Earl penned a styling tour de force with a classic shape. The 1927 LaSalle has the distinction of being considered the first American car to have been styled from concept to reality. Up to this point in history, the cars had been designed by 'body engineers.'

This particular LaSalle Series 303 Five-Passenger Coupe by Fisher was shipped from the factory on April 9th, 1928, to the dealer at Bay City, Michigan. Much of its history has been unrecorded. In 1989 it was given a restoration by Al-Co Restorations in Magnolia, Texas which included a full engine rebuild with new pistons, bearings, and balancing. The car became part of the Merrick Auto Museum collection in 1996. Prior owners include Larry Digny of Princeton, Massachusetts.

The car is finished in maroon with black fenders, black body moldings, and light grey at the belt molding and around the windows. The upholstery is grey pleated cloth, and there are bud vases in the rear.

by Dan Vaughan

Sport Phaeton by Fisher
Engine number: 223002

This LaSalle wears phaeton coachwork with dual windscreens and a period two-tone color scheme of blue over black fenders. There is blue leather upholstery and a tan fabric soft-top. Period options include a passenger-side spotlight, a folding trunk rack, and a set of six wire wheels that includes dual, fender-mounted spares.

by Dan Vaughan

Convertible Coupe by Fisher
Engine number: 219995

Wearing styling by Harley Earl and the newly established Art and Colour department, the LaSalle was an instant success. It filled the perceived gap in the GM model range between Buick and Cadillac, and was built with the same high-quality standards and renowned dependability as Cadillac vehicles.

This LaSalle Series 303 Sport Roadster wears coachwork that was handcrafted by Fisher Custom Coachworks. It wears a two-tone black and red livery, with the main Roadster bodywork in red and fenders and hood in black, contrasted by red pinstriping. There are cowl-mounted driving lights and dual side-mounted spare tires. It has a delicately raked windscreen, a rumble seat, a golf bag door on the side, and a radiator mascot of René-Robert Cavelier, Sieur de La Salle, the French explorer who laid name to the LaSalle Automobile. The red wire wheels with stainless-steel spokes are wrapped with appropriate Denman tires, completing the vehicle's Classic Era appearance. There is a black interior, a black convertible top, and a black top boot.

by Dan Vaughan

The LaSalle was formally introduced on March 5, 1927, as a four-door sedan and offered for $2685. The 303 cubic-inch produced 75 horsepower and could carry the LaSalle's at speeds of 70 miles an hour. A few months after the vehicle's introduction, GM modified a LaSalle Roadster and removed any non-essential elements. It was then driven by the division's test driver, Bill Rader, who traversed 951.8 miles at an average speed of 95.3 mph. This was an impressive accomplishment of speed and stamina. The cars abilities were matched by their elegant style. The bodies were often finished in two-tone colors. The first series was dubbed the 303, named after its 303 cubic-inch engine. There were five body types, all sitting atop a 125-inch wheelbase. Later, larger body styles were added which rode on an enlarged 134-inch chassis. These were the seven-passenger sedans, Imperial sedan, and five-passenger Imperial. All of the bodies were designed by Harley Earl and created by Fisher, though special semi-custom Fleetwood styles were available through special order.

In total, there were 10,767 examples produced in 1927 of the Model 303. For the 1928 model year, little was changed. The original 12 hood louvers were replaced in favor of 28. Horsepower rose slightly to 80. Production increased to 17,038 units. 1929 was the final year of the 303; horsepower rose to 86 and production was at 22,961 units.

The larger wheelbase vehicles had proven to be wildly popular so for 1929 most LaSalle vehicles now rode on this platform. The roadster and two phaeton models remained on the shorter, 130-inch wheelbase. Sales continued to increase and ventured into Cadillac's territory. The demand for Cadillac vehicles fell by more than half.

Most of the LaSalle 303 bodies received coachwork from Fisher. Fleetwood created a few 'Semi-Custom' bodies, also on a 125-inch wheelbase. In 1927, Fleetwood created 22 examples of the Style 3130, 5-passenger Town Car, which ranged in price from $4500 - $5000. There were 13 examples of the 5-Passenger Sedan, style 3120, constructed in 1927 at a price of $3800. Fleetwood bodied 12 examples of the 2-Passenger Coupe, Style 3110, which carried a price of $4,275. The final Fleetwood body style was the 5-Passenger Town Car which carried Style number 3051 and cost $4700. There were nine examples built between 1927 and 1928.

Only two Fleetwood Semi-Custom cars were built on a 134-inch wheelbase. These were built in 1928. They were 5-passenger Town Cars, style 3751, and cost $4800.

In total, there were 10,767 examples of the LaSalle 303 built in 1927, and 16,038 created in 1928.

by Dan Vaughan