Announced in September 1927, the Cadillac 341 series was introduced with a re-designed, larger output V-8 engine to compete against Packard in the eight-cylinder sales race. Harley Earl was brought in by General Motors in 1927 as their director of the Art and Colour Department. Earl designed his first Cadillac in 1928. His design included a new dashboard and instrument panel design with individually assembled controls such as ignition lock, carburetor heat control, and a switch for instrument lighting. Cadillacs competed heavily in the high-end automobile market and the as-new price for the 341 series started at $3,295.