If ever a car was sold by the look of its grille, it was the 1937 LaSalle. Harley Earl worked his magic for GM’s Cadillac division, distinguishing the brand’s junior line-up by creating a long, narrow grille to punctuate the car’s distinctively styled sheet metal. So svelte was that grille, and such a siren song was its new V8, that LaSalle sold more 1937 models than any other year. Here on eBay is a 1937 LaSalle coupe, bid to $10,000 with reserve not met. This imposing machine is located in Half Moon Bay, California, and you’ll need a trailer to bring it home. The original drivetrain is missing but the seller had planned to install a Dodge Hemi from a 2005 Magnum in the car, and he offers the donor vehicle as well. It’s unclear if the bidding includes both vehicles.
The LaSalle was one step down from Cadillac, made with the same care, fittings, and finishes as the senior car, but on a shorter wheelbase and fitted with an Oldsmobile engine when production began. By 1937, however, the LaSalle received a promotion of sorts, using Cadillac’s monoblock 322 cu. in. V8. That new engine and the swanky styling boosted sales to about 32,000 units. Alas, the sales success paled in comparison to competitors Packard and Lincoln, and the LaSalle nameplate was finally killed in 1940. Meanwhile, this example is rust-free with decent paint; it is also mostly complete. The seller notes that the car has “jump seats” in the back, which in the day were called opera seats.
Said seats need new upholstery, and for help in that regard, I would head here, a subsite of the Cadillac LaSalle Club. On the other hand, if this is on the hot rod conveyor, anything goes, right? The dash is full Art Deco, though a few gauges are missing. Original gauges sport distinctive black font lettering reminding the driver of their functions.
The chrome chevron trim, creased fenders, and louvered body are clearly visible here. Options like dual sun visors usually cost extra before 1940, but not on the junior Cadillac. So impressive was the LaSalle that a convertible coupe paced the field at the 1937 Indianapolis 500. But the car in front of us is a long way from those august days, and it’s time to figure out what it’s worth. While asking prices for running, driving coupes seem to range past $30k, actual sales prices are usually far less, hovering in the $20k area. This one sold at Mecum for much more, but it was an exceptionally well-restored machine. If I were advising this seller, I’d say call it good at the current bid – what do you think?
Damm, it’s a GM car, I fall in love with its looks.
It is beautiful tho
And these guys designed these rolling masterpieces sitting at their drafting table with a lump of clay, a slide rule, compass, protractor, and graph paper. Skills as bygone as the vehicles themselves.
There have been some really nice pre war Xara across here lately.
CARS darn it…..
Harley felt that the grille was a sign of virility. It has been said that he would walk through the studio demanding to Keep That Grille Up!
I was actually very serious about buying a 4 door Lasalle a few months ago that was fully restored located in a remote place in Idaho. I couldn’t locate a shipper to pick it up REASONABLY and the car had a loud audible tick in the motor. with 2 strikes were enough for me to back away with no regrets.
“Gee, our old LaSalle ran great”,,,I’ll give the benefit of doubt to the author, who may have been too young, but “All in the Family” literally defined TV watching. Initially, we never knew what they said, until later, they slowed the song down. Ohhh, Archie and Edith must have had a beater LaSalle during “those days”. Since we don’t know what year theirs was, pretty clear, it was a beater they got after the war. That, and the spinoffs were what real people dealt with daily. It was entertaining to see it happen to someone else, and their frustrations made Norman Lear a very wealthy man. He recently died at age 101.
This car could arguably be the 1st factory “musclecar”. It was a big V8 in a smaller car, and I believe set a new speed record for the 1937 Indy 500 pace car. After the depression, luxury car makers were forced to offer downsized versions. This car cost around $1200 new, about the same as a Packard 120, almost twice that of a Ford, but you got a Caddy that would fly, and not much could compete with that.
The Grey Gardens abandoned car in the driveway was a ‘37 LaSalle sedan.
A few of these late 1930s LaSalles had a straight eight instead of a V8; can’t remember which years, though.
With such a solid body, decent paint and a mostly complete dash, anything other than re powering with a correct drive train would be a shame. There are too few surviving in this condition from this period to resto mod with a newer engine and transmission.
From one old timer to another I’m going to have to disagree with you on this one. I have a 1940 Packard senior series that will have been sitting 3 years in August. Reason? The starters out in it. And I have been searching high and low for a replacement rebuilt etc. Two years ago the 6 volt system started becoming problematic. So I started converting it to 12 volt.
I want to enjoy driving this car but when things begin to fail or go out it’s easier to find a gold tooth hen. While I am not a fan of customizing (flames graphics lowering bucket seats etc) I like to keep old cars original looking.
The other thing about the mechanics in old cars is safety. Speed limits are higher so putsying along is not well tolerated with some of these leadfoot drivers. And again if you break down somewhere your nightmare has just begun.
That long engine bay could have surely accommodated a straight eight easily and at the time they were common. These were once so plentiful, and the fact it has no existing drivetrain, I could surely a custom build for this one. In this rolling chassis condition, $10k is generous.
The loooong nooooose on this barge says “Get the F*** out of my way!” I’m a custom engine builder, but it would be a shame to power this beast with anything other than it’s orig. Caddy mill. It’s at a great price also, No matter what gets done to it it’s going up in value as time goes by. Good luck to the new owner, I’d love to have it but I got too many projects already.
Being a dodge nut , the hemi would be a upgrade on this beautiful car I’ve got ideas going through my head hopefully the person that buys this car does something great . It’s a real project to make your own.
Ended at $10,300 with no sale. The market has spoken. There is a 6 figure restoration difference between the Mecum offering and this one, and I’m not sure you could even get this one back into an original engine and driving for 10k, so I think the seller missed out on a buyer.
These are certainly beautiful cars once restored, but the market for them is diminishing…
I feel that $10k for a rolling chassis, no engine was a fair bid for this 37 Lasalle business coupe. And gosh, those Art Deco lines are something else. I have seen a few GM straight eights, but they’re not very common. A more GM V8 would certainly be easier to find, along with an automatic trans, and updated brakes. Leave the body alone, its a work of art, and ready for a repaint.
A Buick straight 8 with overhead valves would be my best substitute for the Caddie flathead or Olds Straight 8. I would be disappointed to open the hood and see some modern v-8 covered in plastic installed. On the other hand, if I had wheelbarrows full of cash maybe a Mercedes v-12 would look impressive there.