Alfred P. Sloan Jr. became President of General Motors in 1923 and soon recognized there was a large price gap between Buick and Cadillac brands that was being filled by Packard. To address the loss of sales he conceived and launched the LaSalle on March 5, 1927, not as a toned down Cadillac or enhanced Buick but completely new and innovative car, both mechanically and in styling. Designed by Harley Earl as his first foray into GM and what prompted formation of the GM Art & Color Section, success of the first LaSalle launched Earl's 30+ year reign as head of design for all brands.
Model 303 was produced only in 1927 and 1928. The production total was 1184 both years combined for the two passenger roadster with rumble seat body style. The base price was $2,635.00.
The engine was a V -8 like the Cadillac's, but it was simpler, less expensive unit that proved superior over time. The engine rated 75 horsepower and was easily capable of speeds in excess of 70 mph. The 1927 LaSalle was truly considered one of the most beautiful cars of its era, featuring two-toned paint schemes selected by Harley Earl. The LaSalle line-up for 1927 featured five body styles,all built on a 125 inch wheelbase.
Production ended in 1940 when GM realized that LaSalle was taking sales and brand preference away from Cadillac.
The LeMay 1927 LaSalle was a participant in the 2006 Pebble Beach Motoring Classic PBMC and Pebble Beach Concours de Elegance, the 2006 California Mille, the 2007 Detroit Auto Show; the 2007 New York Auto Show, the 2008 Pebble Beach Motoring Classic, the 2010 Pebble Beach Motoring Classic, the Kirkland Concours de Elegance
America's Car Museum 1927 LaSalle finished the historic 2011 Mille Miglia race, a 1000 mile race through Italy.
Featured in book “The Art and Colour of General Motors”. Coachbuilt Press. Editor Jonathan A. Stein. Photographer Michael Furman. ISBN # 978-0-9779809-3-2.