Apparently they are offering a crossgrade discount to owners of the existing Vienna Imperial, as well as a voucher worth 35 Euros through June 2.
I got this offer via e-mail:
"As a registered user of the discontinued VI Vienna Imperial, your crossgrade price to the new Studio Bösendorfer Imperial is €39 during the introductory period (reg. €49). What’s more, you’re receiving an additional promo code worth €35 that can be applied to any of our other piano products, from both the Synchron Series as well as the Studio Series that is currently on sale."
So if I'm understanding correctly, between the discount and promo code, it should be possible for existing owners to update for approx $5 between now and June 2, although the language is somewhat ambiguous as to if both discount and the promo code can be applied at the same time.
I'm not a huge fan of the old Vienna Imperial, but I do use it from time to time. If it is only $5 to update, I probably will since the existing Vienna Player is no longer going to be updated or supported by VSL.
But if it's $40, I'll probably pass because as far as I can tell the Synchronized version is largely the same.