He was over during his first year, but he has been really bland ever since. No one cared for him when he was WWE Champion and no one cared for him when he was World Champion either. Ricardo has always been more over. After his face turn, I thought the best thing for both of them would have been to give them a tag team title run. Sadly, they decided to turn Del Rio heel instead. What a waste of an opportunity.
I think if they really want Del Rio to get over as a heel, they should give him a Mexican mafioso gimmick. There has to be a way he made all his money, right? WWE can ride on Breaking Bad's popularity by giving Del Rio a Drug Empire. I don't know how PG that idea would be though...