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When Cadillac announced last fall that it was leaving Detroit for New York's SoHo district, critics groused that the 113-year-old nameplate was desperate for some hipster chic to rub off. Whether or not they're right, one thing's certain: America's fabled luxury car—long ago left in the dust by German imports—could use a branding tune-up. Cadillac's CTS and XTS sedans have been lauded by critics, though their sales still trail the continent-size Escalade SUV. Can Cadillac regain its respect in a luxury sedan segment ruled by Mercedes-Benz? That task falls to CMO Uwe Ellinghaus (himself a German import, having worked for BMW for 15 years).