1939 Cadillac LaSalle
In the 1920s and 1930s, General Motors, under the direction of long-time Chairman and CEO Alfred P Sloan, sought to fill all the segments of the automotive market by establishing "companion brands" for the major brands under the GM name. Sloan developed the concept for LaSalle and certain other General Motors' marques in order to fill pricing gaps he perceived in the General Motors product portfolio.
In 1927, Mr. Sloan created LaSalle as a companion marque for Cadillac. LaSalle automobiles were manufactured by Cadillac, but were priced lower than Cadillac-branded automobiles and were marketed as the second-most prestigious marque in the General Motors portfolio. LaSalle filled the "gap" between Buick and the top of the line Cadillac.
The LaSalle line actually outsold Cadillac through the 1930s, but Packard had overtaken the top end luxury market far exceeding sales of the LaSalle. The product line ended in 1940 and was folded into the more prestigious Cadillac marque.
The car presented at auction is a very nicely restored Lasalle with V-8 power. The car starts and runs well and floats down the road in classic luxury grace and style. While the restoration was completed 20 years ago, the car retains excellent interior fit and finish and exterior shine.
This car has been consigned to the 6th Annual Salt Lake City Classic Car Auction hosted by the Classic Car Auction Group. The auction is Saturday, May 1 at Thanksgiving Point in Lehi, UT. To consign your car and/or to register to bid on this and other cars in the auction go to http://www.classiccarauction.us.