Company overview
LaSalle was an American automobile brand manufactured and marketed by General Motors' Cadillac division from 1927 to 1940. Alfred P. Sloan developed the concept of LaSalle as a companion marque for Cadillac, intended to fill price gaps within GM’s product offerings. Initially built by Cadillac and priced lower than Cadillacs, LaSalle vehicles were shorter in length and marketed as a more stylish alternative. The brand’s name derived from René-Robert Cavelier, Sieur de La Salle, a French explorer. General Motors’ market segmentation strategy created the companion marque program, with Chevrolet as the entry-level brand and LaSalle positioned between Cadillac and Buick. Early LaSalles were equipped with Cadillac’s V8 engine, and design was overseen by Harley Earl. From 1934 to 1938, LaSalle transitioned to the Oldsmobile B platform, sharing components with Cadillac and Buick. Sales fluctuated throughout its production run, reaching peak levels in 1936 and 1939. In its final years, the LaSalle closely resembled the Cadillac Series 61 and featured a distinctive radiator grille. The final LaSalles were introduced in 1939 with semi-custom body styles, and the brand was discontinued in 1941.
