I believe VBC attemped this with the Ghost. I have one, and its a great kit, shares tons of parts with the other cars in the VBC line. But I am not sure of sales, I think they did ok, and it can be ugraded to a full carbon fiber racer if I wanted to. Xray has much better name recognition, marketing and distrobution than VBC. I dont think it would hurt branding if they stayed in the $250 range and it came with all the alum bits, but no carbon fiber and maybe some other small differences. But all that could be upgraded.
It might be enough to pull some of those with basic entry level or used kits over to a new XRAY vs buying another used kit.