Be interesting how that stacks up
Great marketing strategy ! Starts with a cheap guitar to hook them up. And after that, once the GAS kicks in, they’ll buy 10 more more expensive. 
Looks like they do a tele and a bass at the same price. In the UK, pricing is a good bit more than the US, and only £10 / 15 less than a Sonic - surprised its worth introducing a new set of SKUs for that, but what do I know!
It is nice to see competition at the lower price points though, hopefully quality will improve.
They will have to up there game to compete with some of the guitars on Amazon.
An instrument purchased on Amazon, an EART guitar for £277. Stainless steel frets, body contours, roasted maple neck and mahogany body, bone nut and the craftsmanship is superb. I also have Squiers for a similar price and they are not made to the same standards.