The LaSalle Series 340 represents an important moment in American automotive design. Created as a companion marque to Cadillac, LaSalle offered much of Cadillac's engineering, refinement and prestige at a lower price.

By 1930, LaSalle had established a strong identity of its own. The Series 340 combined a large V8 engine with elegant styling and a wide range of body styles, helping position the marque between mainstream General Motors cars and the more expensive Cadillac range.

Created to Fill a Gap

General Motors developed LaSalle to fill a price gap below Cadillac.

The idea was simple. Buyers who wanted more prestige and refinement than a mainstream car could offer, but who were not ready to step up to a Cadillac, could choose a LaSalle instead.

The cars were manufactured through Cadillac and shared much of the division's engineering philosophy, but were marketed as a distinct marque with their own styling and personality.

Harley Earl and the Rise of Automotive Styling

One of the most important aspects of LaSalle's story is its connection to designer Harley Earl.

Earl became one of the most influential figures in automotive design after joining General Motors and helping establish the company's Art and Colour Section.

LaSalle was one of the early examples of a car line developed with styling as a central consideration rather than simply as a final layer added to an engineering package.

Its long bonnet, lower proportions and carefully balanced details helped give the marque a more modern and elegant appearance.

The Series 340

The 1930 Series 340 was powered by a 340 cubic inch, approximately 5.6-litre, L-head V8.

Producing around 90 horsepower at 3,000 rpm, the engine gave the LaSalle the smoothness and flexibility expected of a prestige automobile.

Power was delivered through a three-speed manual transmission, providing a conventional and robust drivetrain for a car of this size and class.

A Large American V8

The V8 engine was a major part of the LaSalle's appeal.

Large-displacement engines allowed cars like the Series 340 to move substantial bodywork with relatively little effort. Rather than relying on high engine speeds, the V8 delivered smooth torque and relaxed performance.

For buyers in 1930, this type of engine conveyed both refinement and status.

The Coupe Body

This car has the Coupe body style, giving it a different character from the larger sedans and touring cars offered in the Series 340 range.

The Coupe combined the substantial chassis and V8 power of the larger LaSalle with a more compact closed body. This gave it a more personal and slightly sporting appearance while retaining the comfort and prestige associated with the marque.

It was a body style suited to buyers who wanted luxury without the size and passenger capacity of a full sedan.

LaSalle's Place in General Motors

LaSalle occupied a distinctive position within General Motors.

It was not intended to replace Cadillac, but to extend Cadillac's reach into a slightly lower price bracket. That strategy allowed GM to compete across more of the luxury market while preserving Cadillac's position at the top.

For a time, LaSalle became extremely successful and even outsold Cadillac in some years.

A Family-Owned Survivor

This particular 1930 LaSalle has an unusually continuous ownership history.

Before entering the Southward collection in 2009, the car had remained with the same family from new.

That means its history can be traced across nearly eight decades of ownership before it joined the museum.

Continuous family ownership over such a long period is relatively uncommon for a car of this age and adds another layer of significance to its survival.

This Car

Built in 1930, this Series 340 Coupe combines three important parts of LaSalle's identity.

It carries the large 5.6-litre V8 associated with Cadillac engineering, the elegant proportions shaped by General Motors' growing emphasis on design, and the distinctive Coupe body that gave the car a more personal character.

Its long family ownership adds a history that goes beyond the model itself, making this LaSalle an especially interesting survivor from one of General Motors' most stylish early marques.