Vehicle Description
General Motors chairman Alfred P. Sloan had been considering a new
vehicle range to fill the ever-growing gap between Buick and
Cadillac since about 1920, but it wasn't until 1924 when Cadillac's
president Lawrence Fisher finally put that plan into motion. A key
move from Fisher was to hire a talented young designer named Harley
Earl to style this new car, called LaSalle. The son of a California
coachbuilder, Earl was assigned the task of designing a stylish new
motorcar that would convey the elegance and status of Cadillac, but
with a more sporting, agile appeal, and at a more affordable price
point. Earl would later reveal his original design for LaSalle was
influenced by Hispano Suiza, particularly in the graceful fenders
and distinct, high peaked radiator grille. LaSalle's bold two-tone
color schemes however, were all Harley Earl. Mechanically, LaSalle
utilized its own V8 engine that was similar to Cadillac's unit
albeit smaller and with a few fundamental differences. By 1930,
however, LaSalle's V8 was in essence the same size and output as
the Cadillac's, imparting the lighter LaSalle with a sporty, agile
feel. It seemed that GM came along with the idea for a junior
Cadillac brand at just the right time. Given the economic crash of
the late 1920s, the more affordable car sold exceptionally well in
its first three years, often outselling its senior sibling handily.
By the end of the 1930s, LaSalle had become a serious threat to
Cadillac and was stealing sales from the flagship marque, and so it
was given the axe in 1940, with the Cadillac Series 60 taking over
the helm as the value leader. Perhaps more importantly, it was the
first major success for Harley Earl; a man who would go on to
become a legend within GM and earn his place as one of the most
influential automobile designers in history. This 1930 LaSalle
Series 40 wears a rare and attractive 7-passenger Fleetlands
touring car body by Fleetwood. Just 239 examples of this Fleetwood
style (catalog number 4057) were built, compared to more than 3,100
Town Sedans, making it quite rare today. With a well-preserved
older restoration, this LaSalle is a great looking example that is
well-suited for touring and regular enjoyment. In keeping with
Harley Earl's original design brief, this car is finished in a bold
two-tone color scheme of silver over burgundy fenders and feature
lines with subtle red striping. Paint quality is very good, showing
a few minor touchups upon close inspection, but remaining very
attractive overall. The body presents well with straight, properly
aligned panels and clean reflections. It rides on a set of
color-keyed disc wheels, with dual side mount spares giving the car
a sporting and purposeful look. The brightwork shows in fine
condition, and the body is well accessorized with a pair of
steerable Pilot Ray driving lamps, a heron mascot (available on
both Cadillac and LaSalle ranges), dual side mount spares with
mirrors and a large painted metal trunk. Harley Earl's styling of
the fenders and grille combine with Fleetwood's expertly judged
body to produce a very handsome and sporty touring car. Interior
trim is very nicely presented in red antiqued leather to complement
the exterior livery. Generously sized wind wings are mounted to the
front screen, while rear passengers have their own windscreen with
fold out wind wings and a clever sliding central panel that opens
to allow them to converse with the driver. A pair of folding jump
seats allows for two additional passengers, and of course the black
canvas top can be folded for the full open-air motoring effect. The
instrument panel is in good condition, with original dials
supplemented with later-addition temperature and amp gauges to keep
a watchful eye on underhood vitals. The LaSalle V8 is nicely
detailed and presented in mainly correct finishes, very suitable
for a high-quality driver. The chassis and undercarriage are
exceptionally clean and tidy, showing the car has enjoyed light and
careful and use since its restoration. It runs and drives well,
with the typical smooth power delivery and respectable performance
for which LaSalle was so well known. This handsome and rare
automobile is a fine example from this short-lived, but no less
historically important marque; one that launched the career of
Harley Earl, helped save Cadillac during the Great Depression, and
inspired the likes of Packard and Lincoln to create their own entry
level lines. With its handsome and rare Fleetwood coachwork and
eye-catching presentation, this LaSalle Series 40 would make a fine
choice for local shows and casual touring with family and friends.
