At first blush... I love it. It's beautiful and utilitarian.
Its design language suggests an updated and slightly softened Defender 110, and a hint of G300 in the sloping nose. More important are the fundamentals--a purposeful, capable, body-on-frame, beam-axled, barn-doored modern utility wagon.
Have we seen payload spec? An early article claimed that they'd aimed well north of a ton, but I've seen nothing of late.
And starting around $45K USD / 40K Euros, so they claim, which I think is actually possible for down spec.
Edit: Correction, that's 40K pounds, so $50K USD