It’s been coming for a while if you look at the fundamentals. Their obstinate determination to stay out of the sport bike (mid and liter) market has killed their popularity. You cannot be just an adventure bike or naked bike company anymore. Their SuperDuke is a very nice bike, but it rates 3rd of 4th behind Ducati and Aprilia for the money and excitement for it. It costs equal to a BMW R, and has fewer features and some dodgy styling/colorways.
And their latest “Features mode” being a subscription has really turned a number of buyers off. Bad ideas, bad market strategy, and poor results in MotoGP are the deathknell of any great bike company. To make matters worse, recently announced RC990R is only a 120BHp bike! That will not be allowed in Supertwins, is too slow for liter bike track days,and costs more than other brands in similar power range.