1927 LaSalle Roadster
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In 1926, Alfred P. Sloan Jr., president of General Motors, sought a lower-priced companion to the Cadillac to fill out General Motors product line. He lured a custom designer named Harley Earl to Detroit for the project and the result was the 1927 LaSalle, the first mass-production car to be consciously "stylized." The stylish and affordable LaSalle marked the demise of individually-designed and prohibitively expensive custom cars.
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Automobile



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