Based on what we've seen, they've hit the demographics sweet spot with many of their long-time customers. Santana owners tend to have tremendous brand loyalty and we've seen a lot of the Beyonds at rallies, etc.
And, I've got to say, there have always been a lot of Santana owners at rallies for as long as we can remember, bearing in mind that Santana dominated the tandem market for nearly 20 years. It's only been over the past decade that Co-Motion really came into its own outside of its home market and several other high-end players came into the market that Santana began to give up some of its market share. As for the long-time and loyal Santana owners, mind you, these are some of the same folks who take at least one if not two Santana tours each year. One might expect that within their social circles of friends are non-tandem couples who have similar dispositions and when looking for a recommendation on "the best tandem they can find" it's not a stretch to expect the answer to be a Santana Beyond.

Frankly, I was VERY impressed by the Santana Beyond that we test rode, which is saying a lot when our 'daily driver' is a custom-fit Calfee. Aside from the price -- which was substantially more than what our Calfee cost because of the Di2 + higher base model cost of the Beyond -- I would have had no qualms about taking the Beyond home after our extended test ride. It was VERY nice.