1928 LaSalle Series 303 Sport Roadster
Considered the first American automobile styled from concept to production, this elegant roadster emerged from the innovative design studio of Harley Earl in 1927 for the 1928 model year.
Earl’s groundbreaking work on the LaSalle marked the beginning of design-led car development at General Motors, with the LaSalle becoming the first production car fully styled by a designer rather than simply engineered.
The LaSalle brand was created as a companion marque to Cadillac, intended to fill the price gap between Buick and Cadillac in General Motors’ lineup. Earl drew inspiration from the rakish Hispano-Suiza roadsters of the period, giving the LaSalle a distinctly American automobile with European flair.
The Sport Roadster was one of several body styles available on a 125-inch wheelbase, with bodies crafted by Fisher or, in some cases, semi-custom Fleetwood coachwork. Chrome-plated brightwork, elegant body moldings, and rich color schemes adorned the bodies.
Power came from a 303 cubic-inch L-head V8 engine producing 75 horsepower, paired with a three-speed manual transmission. The engine could propel the LaSalle to speeds approaching 70 miles per hour.
Original pricing ranged from $2,385 to $4,900, positioning it as an accessible luxury automobile for the discerning driver.
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