It's an interesting fact that the "old" Ferrania produced colour slide film until 2010, sold under the Agfaphoto label in Europe. That was only 10 years ago - but what happened since then? If you keep that in mind, it's hard to understand why it should be some kind of rocket science to establish production again. In my understanding, they have lost their original vision completely, while trying to preserve the original factory building and machine park. If they had concentrated more on their final product and searched help from business experts, and maybe given up the idea to preserve the old structures, the project could have been a success.
I still hope the best for them, but let's be honest: They will be another "boutique" producer of black and white films among some others, if they can make the step out of experimental status. But definitely not the saviour of analogue colour film.