In the annals of automotive history, certain cars transcend mere machines, becoming symbols of an era, icons of style and luxury. The 1930 LaSalle 340 Convertible Coupe is one such timeless masterpiece, a relic of a bygone era when automobiles were not just modes of transportation but expressions of artistry and craftsmanship.
Crafted by Cadillac's pre-war companion brand, LaSalle, this convertible coupe is a testament to the era's devotion to beauty, style, and performance, all wrapped up in a scaled-down package. It stands as an enduring tribute to a time when automobiles were more than utilitarian; they were a statement of elegance and prestige.
This particular 1930 LaSalle 340 Convertible Coupe bears a history that adds a layer of significance to its already impressive stature. Originally commissioned for Ralph Pulitzer, the eldest son of the world-famous publisher Joseph Pulitzer, this car embodies the confluence of high society and automotive excellence. The car's build sheet, meticulously preserved, confirms its prestigious lineage.
On February 21, 1930, this LaSalle embarked on its journey to Brooklyn, New York, clad in a distinguished coat of gray, with a black top and fenders. However, what sets this vehicle apart is the uncommon choice of Borgia Wine for its leather interior and an exterior stripe that matched – a testament to Mr. Pulitzer's discerning taste and desire for distinction. Adding to its factory allure are wire wheels and dual fender-mounted spares, showcasing the car's commitment to both form and function.
The car's story takes an intriguing twist after Mr. Pulitzer's ownership. Following World War II, this LaSalle disappeared into obscurity, believed to resurface in an Ohio field, a hidden treasure awaiting its renaissance. It's new owner, a dedicated enthusiast, recognized the potential of this Convertible Coupe and embarked on a mission to breathe life back into its elegant lines. Over two decades, he lovingly disassembled the bodywork in preparation for restoration, but progress was slow.
In January 2018, a new owner stepped forward to ensure this LaSalle's revival. The restoration process was nothing short of a labor of love. Missing parts were meticulously sourced, the body stripped down to bare metal, and painstaking bodywork repairs were performed. The car emerged from this transformative process resplendent in its current cream and black livery, a testament to the dedication and passion of its owner.
Attention to detail was paramount during this journey of rebirth. Special leather, painstakingly matched to the original Borgia Wine hue, graces the interior, and the convertible top was reconstructed with precision, drawing from period photographs. The comprehensive three-year restoration journey extended beyond aesthetics to encompass significant mechanical refurbishment. In 2021, after decades of dormancy, this Convertible Coupe roared back to life, hitting the open road once more.
Today, this LaSalle Series 340 stands as a testament to the enduring allure of classic automobiles. While its restoration bears the gentle patina of age, it remains an exquisite piece of history, more than ready to be showcased at local events. Its status as a CCCA Full Classic elevates its desirability, beckoning enthusiasts to join the ranks of the Classic Car Club of America, where the opportunity awaits to experience the fabled performance of this timeless model on caravans and pre-war tours.
In the world of classic cars, few experiences rival the charm and charisma of a vintage LaSalle. The 1930 LaSalle 340 Convertible Coupe is a peerless embodiment of this sentiment-a tangible link to a golden era of motoring, a cherished relic that continues to inspire admiration and awe.
Please Note: This Vehicle is Titled as Model Year 1931
South Jersey Classics is a 10,000-square-foot classic and specialty collector automobile dealer, featuring 50+ vehicles. This vehicle is located in our showroom in Newfield, NJ. Our Dealership is on US Route 40 just off New Jersey Route 55, Exit 39B heading towards Elmer, NJ; conveniently just 40 Minutes East of Philadelphia, 40 Minutes West from the Major New Jersey Shore Points, and 30 minutes North of the Delaware Memorial Bridge. Our Showroom is conveniently accessible from all major Southern New Jersey Roadways including New Jersey Turnpike, I-295, I-76, NJ Route 42, NJ Route 55, US Route 40, Atlantic City Expressway, and New Jersey Parkway. Our website is www.SJClassics.com and our phone number is (856) 521-0832. Don't hesitate to contact us anytime for more information or to come to see the vehicle in person.
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