HAI have long espoused eVTOL, so this is a logical move from that point of view. However, I'm not sure eVTOL developers have reciprocated - Heli-Expo 2024 is rather short on evidence for this.
Clearly our industry is heading towards different styles of "vertical lift", however near or far off any of us view those to be, and the HAI branding was looking tired. So it was either rebrand with a new logo etc or go the whole nine yards and do a rename at the same time.