Looks like it's a good time to start. Although it was clear from the start that the business was not sustainable at the volumes that market could support, they postponed the reckoning for quite a while. "Vacaville, Calif., – Aug. 2, 2019 – ICON Aircraft announced today that it is reducing its employee headcount as part of a revised business plan focused on improved operational efficiency. The move lowers cost structure across the organization and right-sizes the business for current ICON A5 demand. “For long-term success, we need to make tough decisions,” said Thomas Wieners, ICON President and COO. “ICON is currently structured for higher volume production, but after producing more than 100 aircraft, we now have a very good understandings of costs. And while the ICON A5 is truly an exceptional plane, the necessary higher price lowers demand considerably and requires us to adjust the organization size as a result.” The restructuring comes on the heels of recently received funding from investors. The funding enables ICON to keep all core functions operational, but with more streamlined staffing. In total, approximately 40 percent of ICON’s workforce will be impacted, reducing the employee base from nearly 650 to about 400 team members." https://www.iconaircraft.com/updates/2019/icon-q2-2019-business-update Wieners was already the president and COO when the founder, Kirk Hawkins, was removed from the role of the CEO in November 2018. We probably should've opened this thread back then, really.