LaSalle (automobile) - 1934-1938

1934-1938

Beginning with the 1934 model year, a significant portion of the LaSalle was more closely related to the Oldsmobile, than to senior Cadillacs. Again, Earl's work with the LaSalle resulted in a graceful vehicle, led by an elegant and thin radiator grille. Earl's other contribution was the modern, airplane-styled, semi-shielded portholes along the side of the hood. All bodies were now made by Fleetwood.

This new LaSalle was now priced $1,000 less than the least expensive Cadillac, its mission was not to fill a price gap, but to keep the luxury car division out of the red. But as the economy began to recover, the LaSalle did not, at least not commensurate with the economy. Sales were 7,195 in 1934, 8,651 in 1935 and 13,004 in 1936.

Meanwhile the Packard One-Twenty had been introduced in 1935, and had taken off like a rocket. Additional competition from the Lincoln-Zephyr, introduced in 1936, did not help things either. For 1937 Cadillac made the LaSalle its own again, giving it the 322 cu in (5.3 L) Monobloc V8 of the Series 60, nice new styling, a lower price range and a heavy promotion campaign emphasizing that the car was completely Cadillac built. But it was too late. Model year sales of 32,000 LaSalles was a terrific leap forward, but the LaSalle remained leagues behind the junior Packards.

A 1934 LaSalle Model 350 was chosen as the Pace Car for the Indianapolis 500 and a 1937 LaSalle Series 50 convertible also served as an Indy 500 Pace Car.