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This particular car was purchased from the respected collection of Bernard Berman in Allentown, PA. Mr. Berman located this car in the 1980s and had it restored to match the used LaSalle that he owned as a young man, just prior to the outbreak of World War II. After the car was restored in the 1980s, Mr. Berman had a suit made to match the one he wore in a 1941 portrait taken of him standing beside his used 1940 LaSalle. He went back to the same location where the original photo was taken and took the photograph again wearing his new old fashion suit. The NB Center is fortunate to have both photos of the car.
The model 52 LaSalle convertibles for 1940 were very rare. Because of the introduction late in the model year, only 425 model 52 convertible coupe and 75 convertible sedans were produced over a seventeen week production run. It took Mr. Berman several years to find a suitable car followed by a meticulous ground-up restoration. -
Company
General Motors
Make
LaSalle
Model
40-5267
Body Style
Convertible Coupe, 2-dr, 2-pass.
Body Manufacture
Fisher Body Company
Model year
1940
Wheelbase
129 inches
Length
206.75 inches
Engine
V8, L-head, 322 cid
Horsepower
130 @ 3400 rpm
Transmission
3-speed manual on the column
Original Base Price
$1,475
Brand Production
24,127
This Car Production
425 -
“Drive a LaSalle!” the advertisements proclaimed as LaSalle, the lower priced companion car to Cadillac, entered its final year of production.
The demise of Lasalle was the result of two related forces. The long brewing rivalry between Cadillac and Buick finally had to be dealt with by GM brass as sales increased in the late 1930’s. Buick had been moving upscale encroaching on traditional Cadillac products and customers. Meanwhile, Cadillac moved down scale with the LaSalle, selling cars very similar to Buick. Also, LaSalle sales never fully recovered nor met sales expectations after the worst of the Great Depression. The resolution was to terminate the LaSalle brand and Buick would stop producing their top of the line near luxury cars.
For its swan song, LaSalle went out much as it came in, with distinctive body styles that foretold the future of car design at GM. 1940 Lasalle came as the “slab sided” model 50 or the “torpedo” body model 52 cars. The distinctive feature of the 52 was the softly outward bulged doors and body panels giving the car its rounded looks. Three closed body styles were offered, but in March of 1940 LaSalle added a model 52 convertible coupe and convertible sedan.
Under the hood of all Lasalles for the year was the trustworthy flathead V-8 engine that powered the vast majority of Cadillacs in 1940. The Lasalle engine displaced 322 cubic inches versus Cadillac's 346, yet gained an increase of horsepower over the previous model year. Otherwise, the chassis of the Lasalle was the same as the Cadillac.
Cadillac was concerned about the potential damage to the company reputation for discontinuing the LaSalle. To assure the sale of the remaining cars, maintain resale values and retain confidence in the Cadillac brand, the company offered a lifetime warranty on parts and service for all original owners of LaSalle’s sold since 1937.