Cadillac 1937 LaSalle VVI Information page 69

L A S A L L E F O R 1937
La Salle is unquestionably destined for unrivaled leader-
ship in the lower brackets of the medium priced automobile
field in 1937. This all-inclusive statement is not based on en-
thusiasm and far-fetched imagination. It is founded on facts
which are fundamental in increasing or decreasing the sale
of any automobile. The success of its acceptance depends
upon the car's quality, style, size and price. The proof of
the first three of these important factors in relation to the
new La Salle is in glaring evidence on each of the following
pages devoted to a description of this outstanding product
of Cadillac manufacturing. Study these features carefully.
Look at La Salle and satisfy yourself that La Salle's perform-
ance, economy, roomy and luxurious interiors, comfort and
styling are beyond any reasonable comparison with any com-
petitive car in or above its price class.
Cadillac guards its reputation in the fine car field with
every possible degree of vigilance. Its reputation is the life
blood of its successful existence. Cadillac would not lend its
name to anything less than the highest quality known to
automotive manufacture.
Cadillac enters an entirely new price field with the new
La Salle. In so doing, La Salle salesmen have an opportunity
to obtain a much greater share of the total available auto-
mobile business for 1937 than they have heretofore ob-
tained. As the scale of the automobile price moves down-
ward from $2,000.00, the unit sales of cars increase by
great amounts. These figures are particularly illuminating
as the scale approaches the low price fields. For example,
in 1935, the last full year for which complete registration
figures can be obtained, the combined total of automobiles
sold in the $1,000 to $1,100 bracket amounted to 45,000
units. In the next lower bracket of $900 to $1,000, there
were 142,000 units sold. Even though the price was only
$100 less, the total available market for these cars almost
tripled.
Figures available for the first six months of 1936 show a
similar relationship between these two price brackets, but
the unit sales have more than doubled because of increased
oonsumer spending for automobiles. There will be approxi-
mately 285,000 cars sold this year in the range of $900 to
$1,000. There is every reason to believe there will be an-
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