I don't have a problem when companies change their name. It happens ALL THE TIME.
For example, Fortnine (Revzilla equivalent of Canada), is a motorcycle store, YouTube channel, etc.
Their name used to be Canada's Motorcycles, but when they changed their name to Fortnine, they widely let the customers know "Formerly Canada's Motorcycle" and when people visited Canada's Motorcycle website, they said "We are now Fortnine, please visit our new website"
I see no such action for Rize bike. (Unless I missed it)
When I visit Rize, it doesn't say "formerly Spark Bike" or when I visit Spark website, it doesn't say "We are now Rize, please visit our new website" or anything like that.
It seems like they just want to abruptly shut down Spark, and create a new brand Rize. It just makes me wonder why.