1940 LaSalle Convertible Coupe, 5267 🇮🇹

“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.