I really don't know.
They've always made super reliable, but not particularly sexy gear.
This new range really changes that, they've nailed the aesthetics, but they've missed some of the go to's for successful modern bass equipment.
If you're selling class D gear, your flagship really needs to be 800W or 1000W (they usually the same power module in most cases) to keep up with everyone else. I reckon they could've probably got one of the 500W ICE power units in the little head too, instead of 200W, which just isn't going to have folks lining up to buy it.
If you want to sell to your average bass player these days, you need to think about the weight and size of the cabs, as most of us don't have roadies. The cabs, all of them, are a bit old school in that capacity.
Regardless, I really hope the range is a success, as they sound fantastic in the demos I've heard, and I love to see a UK company doing well.