Rush? No. But after my initial, kneejerk, "what the heck are they doing" reaction, it makes sense. Their first cruiser (forget the alpha-numeric designation) was beautiful, but underpowered. The bikes didn't sell, and they got snake-bit. Fast-forward to the B/GA. No, they're not really cruisers in the American sense, but we can dip our toe a bit and make it LOOK a little bit like one without spending all the R&D on an actual, traditional cruiser. That way, we'll see if the concept is compatible with BMW. The B/GA sold, and viola', here we are.
This bike, to compete, had to have similar displacement to H-D/Indian, vibrate with a bit of potato potato, and be air cooled. So who IS "the guy" or gal who'll buy it? Someone who wants a H-D, but can't stand the "lifestyle" or social stigma, so much so that s/he wants a similar to better-quality bike, but farther removed from H-D than Indian. A bike to give a middle finger to Harley convention, and be subject to insults from them, but "Look at your cheap rice burner" won't be one of them.
Rush out and buy one myself? No. Never as a 1st bike. I do want one, eventually; I can see myself buying one as a 2d or 3rd bike to ride around town and take short trips on, after it's been around long enough to have the teething pains worked out, and then that year model be a couple of years old with low miles on it so I can buy used.
We'll see if I'm right, but I predict they'll sell a ton.