Of course it's going to take time. 10 years probably... and Caddy's mid-way through it's renaissance.
THe problem with the INtrigue was that although it was a great car, and was even featured in the then blockbuster "X-FIles: THe Movie," it really didn't say much about the brand "Oldsmobile." GM's failure was not resurrecting the entire brand. It made 2 good cars and flopped with the rest and didn't market it effectively.
With Cadillac, it was given massive promotion, a few Super Bowls AND given one stellar car after another, getting rid of every stodgy model. THat's the difference. Cadillac is being revamped from the ground up. Saying "This is not your Father's Cadillac" is one thing. DOING it... is an entirely different story.
And yes... BMW's got their little logo that says quite a bit. But if you look at the price tag for what you get.... you're going to balk. Believe me... I did. And I usually don't balk at prices. THe 5-series just isn't worth it. (Even worse... the E-Class... definitley NOT worth the money and the quality troubles you get.) 3 of my friends 2 with an E320 and 1 with an E500 have stated they will never buy another Mercedes after the absolute hell they're received with the continual troubles with their E's... which includes dealers arguing with one of my friends for giving the mechanics a low evaluation score for not fixing the prblem., which "blew the mechanic's bonus." If I received service like that, I wouldn't go back either.
And seeing as my MOtor Trend magazine is late this month (Again)... I can't compare... but the MSRP for the V6 and V8 STS seems on par with my expectations.