1940

(1) Small color folder (one side only) on Series 62, opens to 7x20" (18x51cms) [lf], blue & white cover with Cadillac written across globe; title Presenting the Newest Car in the World, (1) brown Series 62 4-passenger coupe and details (p.2), (2) dark blue 5-passenger sedan and details (p.3), [pp.4-7, blank], interior views (p.8, rear flap) [printed 1.11.1939].

   

 

(1b ) Large version of above portfolio item, 10x12", maroon cover, world globe in background, three separate folders inside, each   9x12" covering the 5-pass. touring sedan, 4-pass. coupe as well as "Engineering and Craftsmanship"; 8 color photo renderings of engine, frame and mechanical features, plus craftsmen at work.

(2) Portfolio on new Series 62 models, 31x24cms, [lf]; includes three buff-colored 2-page folders; maroon cover with Cadillac written across globe, artist drawing (1) of red sedan climbing hill (p.2, inner flap), (2) ¾-rear LH view of blue sedan on country road; folders include (3) brown 4-passenger coupe, (4) blue 5-passenger touring sedan,  engineering and craftsmanship. Dated Sep. 15, 1939. Comes in white envelope with rectangular, red motif at top left depicting the new Cadillac grille [illustration below].

 

(3) Large colored catalogue on  Series 60-S and Series 72 models, 14x16" (35½x40½cms), 8 pp. including covers. White cover with framed text reading: The following pages illustrating and describing the Cadillac Sixty Special and the Cadillac Seventy-Two, are reprinted from the Cadillac-Fleetwood catalog. The entire catalog, showing the complete Cadillac-Fleetwood line, will gladly be sent on request." Three models are illustrated: Fleetwood Series 60 Special 4-door Sedan (with and without sunshine roof) and Series 72 5- and 7-Passenger touring sedans. Date: Oct. 1, 1939 {***}

           
The car illustrated is the Series 72 touring sedan

(4) Large, superb, spiral-bound De Luxe catalog, 14x16½"(36x40cms) 30 pp. plus covers, [lf], silver foil emblem on red and gray covers [printed 1.10.1939] 34 pages including the covers! Stunning, rich-toned color illustrations of the Series Sixty Special, Series Seventy-Two 5-Passenger & 7-Passenger Touring Sedans, Series Seventy-Five 2-Passenger & 5-Passenger Coupes, Series Seventy-Five Convertible Coupe, Series Seventy-Five Convertible Sedan, Series Seventy-Five 5-Passenger & 7-Passenger Touring Sedan, 5-Passenger Town Sedan, Series Seventy-Five Formal Sedan and Town Car!! In all - twelve models are shown in large, finely detailed color with narrative descriptions for each below the illustrations - the opposite page has interior views both in color and duo-tone views {***}.

 

(5) Cadillac LaSalle Commercial Cars and Chassis, semi-colored catalog, 9½x11" (24x28cms), 24 pp. plus covers, front clips of Cadillac and La Salle on red (Cadillac crest) background on blue cover, illustrated are the LaSalle V8 chassis, the Cadillac Series 72 commercial chassis, the Cadillac Series 75 commercial chassis, the Series 72 Fleetwood 9p. business sedan, Series 75 Fleetwood 8p. business sedan, flower cars by Meteor,  Eureka, Silver Knightstown and   Miller; also shown are invalid chair cars, and Cadillac-LaSalle ambulance combination cars [printed 1.10.1939] {*}.

 

(6) Stiff color catalog, 7 models, 24 pp., 6x9"(15x30cms)

(6a)  GM promotional item on Cadillac, La Salle, Buick, Chevrolet, Oldsmobile, Pontiac and GMC trucks, published annually for GM stock holders. This part color folder measures  7½x3½" folded and 15x20" opened. 

       

(7) Dealer Data Book

 

(7a)  Shop manual (presumably a reprint of 3 manuals)

 

(8) Tune-up recommendations "Sulphur and Molasses"

 

(9) Superior all-steel funeral coaches, ambulance and service cars, part color catalog, 8½x11" (22x28cms), 16 pp., three models shown {***}.

 

La Salle

 

(1a)  Standard La Salle product folder

   

 

(1b) Standard, 36p. catalog entitled May I Tell You About the New LaSalles?;   full color, 9x12", blue cover with salesman holding a copy of this catalog. He takes reader on a tour of the cars and the manufacturing process. Full page art renderings of 4-door Sedan, 2-pass. Coupe, 2-door sedan, convertible coupe, convertible sedan, special coupe and special sedan. Seventy-three additional art renderings show exterior, interior, engine, chassis and mechanical features.

(1c)  Prestige, spiral-bound catalog (photo, below) [same description as standard catalog, previous entry]

 

(2)  Special-issue catalog for the Australian market, comprising 8 pages;   this is a two-tone (B&W and burgundy-brown) with one full color spread in the center, illustrating the RHD, 5-pass. sedan.  The copy I have is from the astounding ZTV collection in Washington.

 

(3)  Small, 12-page booklet entitled: Don't Forget - the First Impression is Very Important.  Cover shows two doctors (Scott and Wilson) in white coats; through the window, behind them you can see a yellow sedan. The text is a verbal exchange between the two doctors; Wilson is trying to persuade Scott to get a decent car, like a La Salle.

 

(4) 1940 LaSalle color folder (mailer): America's Smartest Car for 1940,  6 1/4 x 4 inches. Opens 2x cover size.

   
(left) original mailing envelope; (rigth) cover of folder  

 

(5)  La Salle funeral Coaches, 8½x11", 16 pp.

 

1941

(1) Small color catalog, 9x10" (25x23cms), 16 pp., [lf], blue & gray cover, title Cadillac and Cadillac Fleetwood for 1941, colored medallion in lower RH corner; (1) rear view of red Series 61 5-passenger coupe [fastback] (p.2), (2) blue 5-passenger touring sedan with interior details (p.3), (3) green 5-passenger coupe with interior details (p.4), (4) 2-tone gray Series 62 5-passenger touring sedan with interior details (p.5), (5) 2-tone gray Series 63 5-passenger touring sedan with interior details (p.6), (6) red Series 67 7-passenger touring sedan with interior details (p.7), (7) rear view of Series 60-S 5-passenger touring sedan (p.8), (8) red 5-passenger touring sedan with interior details (p.9), (9) dark blue Series 75 7-passenger touring sedan with interior details (p.10), other details include instrument panel, RH side of engine, crankshaft, engine testing, steering system, charted speedometer (p.11), more details include radiator shutters, valve silencers, muffler, proving ground, chassis, dual intake manifolds, piston, fuel economy (p.12), body details include instrument panel, trunk, first fully automatic car heater, directional signal, Knee-Action suspension, auxiliary rear spring bumper, body insulation, seat covering (p.13), specifications on rear cover [printed 15.9.1940].

(2) Large, superb, spiral-bound De Luxe catalog, like item (1), above, but more complete, 13x14" (35x32cms) 34 pp., [lf], 2-tone brown cover with cream crest embossed at lower RH side; 1941 front grille (p.5), following illustration in addition to those listed under item (1), above blue Series 62 5-passenger touring sedan at Country Day School (p.9), beige 4-passenger coupe (p.11), gray convertible sedan with black top (p.12), green convertible coupe with tan top (p. 13), dark blue Series 63 5-passenger touring sedan at yacht club (p.14), gray Series 67 5-passenger touring sedan at riding stables (p.16), gray 5-passenger touring sedan (p.17), dark blue Series 75 5-passenger touring sedan outside restaurant (p.22), gray-green 5-passenger touring sedan (p.23), gray Formal sedan with black roof (p.25), precision measuring (p.26) [printed 1.9.1940].

This odd example has been modified and sports "Old Glory"
as well as some tri-colored bunting where the title should be

 

(3) B&W catalog (small repro copy of above, large spiral-bound but smaller, 28x22cms, 36 pp., [lf], including production figures (last page).

(4) 8-page catalog, circa 6x9" (15x23cms), entitled If you are going to spend a thousand dollars you ought to drive a Cadillac; red 2-door sedan on cover, it shows rear ¾-view of  Series 61 sedanette {*** ZTV collection}.

 

(5) 8-page catalog, circa 6x9" (15x23cms), entitled Cadillac's Dynamic Styling - the most imitated in the motor car industry in red band, features rear ¾-view of green Series 60-S approaching airfield {*** ZTV collection}.

(6) 8-page catalog, circa 7½x8½" (17x21cms), entitled Few Cars Cost Less to run than the New 1941 Cadillac; it shows side view of blue Series 63 sedan at yacht club; {*** ZTV collection}.

 

(7) 8-page catalog including covers, circa 6x8½" (15x25cms), entitled A Man is Known by the Car he Drives; full-color cover shows black Fleetwood Series 75 with lighted interior, at a mansion entrance; {*** ZTV collection}.

(8) Special 2-passenger folder, circa 4x8" (10x20cms), with pull-out tab (moving Cadillac); title In Case you Haven't Heard ...; red Series 61 2-door sedan on cover {*** ZTV collection}.

(9) 8-page catalog, circa 15x22cms, this one is entitled Progress ...their tradition and features front ¾-view of  Series 62 sedan at gates of  Country Day School {*** ZTV collection}.

(10) Folder (3 folds), circa 17½x11½ cms., entitled TODAY your friends are looking at... Cadillac {*** ZTV collection}.

(11) 3-page folder, circa 20x14cms entitled Naturally, America's most imitated Motor Car {*** ZTV collection}.

(11a) 3-page folder, circa 20x14cms entitled The Choice of Nearly Three out of Four!   Illustrated are a large Fleetwood Series 75 limousine and its spacious interior {*** ZTV collection}.

(11b)  GM promotional item on Cadillac, La Salle, Buick, Chevrolet, Oldsmobile, Pontiac and GMC trucks, published annually for GM stock holders. This part color folder measures  9x6" folded and 18x24" opened.  

       

 

(11c)  [unidentified], entitled Again- a great new Cadillac at a low price.

   

 

(12) Presenting Cadillac Commercial Cars and Chassis for 1941, semi-colored catalog, 9½x12" (24x30½cms), 24 pp. plus covers; illustrated inter alia are the Series 62 commercial chassis, the Series 75 commercial chassis, the Series 67 sedan for 7 passengers, the Series 75 business sedan for 9 passengers, flower cars by Meteor, Eureka, Silver Knightstown, Miller, the Series 72 invalid chair car and the Series 75 Fleetwood ambulance combination car {*}.

       

 

(13) Accessories catalog; similar in cover design to the Fleetwood, de luxe, spiral-bound catalog described above [no other details currently available] {***]

 

(14)  Upholstery book  [probably the rarest of any 1941 sales and merchandising item]

 

(14a) Price list of cars and accessories

 

(14b)  1941-42 accessories booklet, non-color, 5x7", 41 pp., printed in 1942 but covers the optional accessories offered in both years

 

(14c)  Cadillac original sales brochure featuring economical facts for Cadillac salesman. Includes charts and operating costs for new models

 

(14d)  Color advertising portfolio plates

       
These three color plates were offered for sale on eBay in May, 2004; the
illustrations are the same as appeared in that year's prestigious, ring-bound catalog;
possibly they are from an incomplete dealer item [color merchandising portfolio?]

 

(14e)  Color PC

 

(14f)  Shop manual (presumably a reprint of 3 manuals)

(15)  Catalog of commercial cars by Hess & Eisenhardt:

 

 

(16)  Fisher Body Manual for GM cars

 

1942

(1) De Luxe catalog, 31x23cms, 40 pp., [lf], cream cover with colored crest on red, circular medallion (on blue background); front grille (p.2), Allison-engined fighter planes (p.3), bird's eye view of lady at wheel (p.5), Series "61" interior (p.6), blue Series 61 5-passenger touring sedan (p.7), gray 5-passenger Club coupe (p.9), couple entering rear quarters (p.9), Series 62 interior (p.10), gray and blue 5-passenger touring sedan (p.11), brown 5-passenger Club coupe (p.12), green convertible Club coupe (p.13), Series 63 interior (p.14), gray & green Series 63 5-passenger touring sedan (p.15), Series 67 interior (p.16), dark gray Series 67 5-passenger touring sedan (p.17), red 7-passenger touring sedan (p.18), Series 75 interior (p.19), Series 60-S interior (p.20), 2-tone gray Series 60-S sedan and rear view of red model (p.21), Series 75 interior (p.22), dark green Series 75 5-passenger touring sedan (p.23), dark blue 7-passenger touring sedan (p.24), black Formal sedan (p.25), precision engineering (p.26), instrument panel (p.27), engine testing (p.28), fuel economy (p.29), quality testing (p.30), specifications (p.32.) Dated Sep. 1, 1941.

The deluxe 1942 catalog
and its original, blue mailing envelope

(2) Standard catalog, as above, 7x9½" (18x24cms), 16 pp. including covers, blue cover with white border and beige strip; 8 models illustrated. Same cover design as previous, de luxe catalog {***}.

 

(3) Original promotional products sales brochure for Cadillac salesman;  HUGE foldout, all-model 

   

 

(4) Xerox copy of the 1942 Cadillac professional car catalog. It measures, 9½x12", has 27 pp. including stiff covers, a Cadillac crest in a "glass"-like circle on a bright red cover; the title reads Cadillac - Commercial Cars and Chassis for 1942; eight models are shown including the Series 75  business sedan for 9 passengers, Series 67  sedan for 7 passengers, flower cars by Meteor, Eureka, Miller, Silver Knightstown, a Series 75   invalid chair car and an ambulance combination car, plus a few other, smaller professional car pics (military and civilian ambulances, motor, chassis, engine parts, Hydra-Matic description, specifications, the proving grounds, business sedans, information for fleet operators (lots of small pics) and some letters of praise.... {*}

]

 

(5) Postcard, 3x5".  Three-quarter front view of green sedan. Unused postcard, with description. Dated 9/41.

 

(6)  Two-sided, two-tone, part folder on the Hydra-Matic transmission, entitled What every Motorist Should Know; full-color cover features woman driver with lavender hat, at the wheel of a red convertible

(7a, b, c, d, e, f, g, h) Special dealer pieces; rare "mailer" type catalogs, none of which appear on the Tuthill listing; Tom Bonsall wrote about them in an article published in 1995 (?). Each mailer is in a separate "pocket" of a large foldout; they include one on the Hydra-Matic. It is surmised that most of these were never mailed to potential customers owing to the onslaught of war. Consists of huge, buff-colored dealer mailer presentation kit with eight individual pieces entitled, 1942 Cadillac Live Prospect Direct Mail; inside, there are two sub-titles: (a) Follow-up each live prospect with one or more of these Cadillac direct mail pieces and (b) Open this folder and place it on the wall where the salesmen will see it daily. Keep a stock of booklets on hand. It opens to 39½x26"; inside are eight "slots" holding eight direct mail pieces: (1) What every motorist should know about Cadillac engineered Hydra-Matic [illustrated below], (2) Here's where style starts, (3) Why not own the finest, (4)  Economy, (5) Proudly built to be proudly owned  [illustrated below], (6) Look ahead - again a great new Cadillac at a low price, (7) Today, more than ever, consider long life, dependability and economy and  (8) This year, more than ever before, it's important to buy the best. It is believed that with Cadillac participation in WW2, beginning in February 1942, few of these mailers ever made it into circulation {*}.

   

   
The listed titles do not necessarily appear in full or exactly the same on the actual mailer folders and catalogs. below

   
Mailers #1 and 2

   
Mailers #3 and 4

    
Mailers #5 and 6

   
Mailers #7 and 8

   

(7)  Folder entitled STOP - Important News Ahead.

  

 

(11b)  Booklet, Questions and Answers on the 1942 Fortieth Anniversary Cadillacs issued by Cadillac's Sales Promotion Department in September, 1941. Measures 3½x6", 35 pp., B&W, no cars illustrated (*}

(11c)  1941-42 accessories booklet, non-color, 5x7", 41 pp., printed in 1942 but covers the optional accessories offered in both years

 

(12a) The dealer Data Book for 1942; leatherette cover with "gold" lettering:

 

(12b) The shop manual for 1942:

    
This one carries the inscription 40th Anniversary in the round medallion [right]

 

(13) Body by Fisher booklet, including interiors by Fleetwood;  36 pp. 

 

1943-1945

(1) Small booklet, first issued 1919 and 1922, but copyrighted in 1943, 11x15cms, 12 pp., [pf]; gold cover with crest in center and blue band with slogan Craftsmanship a creed - Accuracy a Law; title The Treasured Slogan of Every Loyal Worker at Cadillac Motor Car Division; gives explanation of Cadillac coat of arms.

 

(2) Souvenir catalog of presentation ceremony of Army-Navy "E" Award for excellence, Wed., 13.1.1943 (in original envelope); 22x29cms, 20 pp.,. [pf]; white cover with red & blue Army E Navy flag over crest outline; title Cadillac's Proudest Citation in Forty Progressive Years.

(3) Part color catalog of war production effort, same format as 1942 de luxe catalog [see item (1), above)] but 52 pp.; cover shows fighter plane against blue background and tanks in action below; title Cadillac - From Peace to War; issued late 1943 or early 1944 (illustration press cutting inside is dated 19.8.1943); 1905 Model C with detachable tonneau [wrongly identified as 1904 model] (p.2), Gen. Pershing with 1919 Type 57 limousine (p.4), 1942 Series 62 5-passenger touring sedan (p.5), P-38 Lightning in action (p.6), P-40 Warhawk - Flying Tigers (p.8), crankshaft (p.9), reduction gear + Flying Tigers (p.10), P-39 Airacobra (p.11), tanks in action (p.12), Cadillac V8, RH side (p.13), M-5 light tank (p.14), 1941 assembly line + M-5 assembly line (p.15), tank assembly and testing (pp.16-18), M-8 Howitzer motor carriage (p.19), press cuttings (p.21), miscellaneous other photos and honor roll of enlisted Cadillac men (pp.22-28)