Consider the random walk $G_n : = g_n \ldots g_1$, $n \geq 1$, where $(g_n)_{n\geq 1}$ is a sequence of independent and identically distributed random elements with law $μ$ on the general linear group ${\rm GL}(V)$ with $V=\mathbb R^d$. Under suitable conditions on $μ$, we establish Cramér type moderate deviation expansions and local limit theorems with moderate deviations for the coefficients $\langle f, G_n v \rangle$, where $v \in V$ and $f \in V^*$. Our approach is based on the Hölder regularity of the invariant measure of the Markov chain $G_n \!\cdot \! x = \mathbb R G_n v$ on the projective space of $V$ with the starting point $x = \mathbb R v$, under the changed measure.