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I totally agree (Aurora aside). There is a significant market in N for new manufactuers to cash in on, but a new entrant needs to fill a gap in the market or produce something that significantly improves on what is already there to be sucessful. The product also needs to have wide appeal, which means lots of potential (real) road names and wide-ranging use. A single railroad prototype - even a popular prototype like UP - is a poor choice, especially if it relates to cars that travel on limited routes like UP open hoppers, as it is a niche of a niche of a niche. A mythical roadname is even more niche.
They just announced a new 1960s-era tank car (in HO scale) -https://www.tangentscalemodels.com/nacc-1963-design-20500-gallon-non-insulated-tank-car
N is not HO