if anything I hope they DON'T match the Hornby offerings on their InterCity Exec/Swallow coaches. Hornby's rendition of the livery is terrible. I don't mind if the power cars are a little out, but respraying the bottom of all the coaches is too much effort.
Not sure I agree with you re: the HST. I think Hornby's model is excellent, and a new player to the game won't have me selling up and swapping for a few minor improvements. Hornby previously was able to appease the train set market with their awful original HST, whereas the Lima one was the more realistic effort which I still think looks very excellent even today.
I can't see Oxford Rail aiming for the train set market with a new HST, and I don't think there is a big enough market for two super detailed HSTs.
The market is in a bit of a mess now though because assuming that Bachmann's Class 90 is the model we're all hoping for we have a major loco made by one manufacturer, coaches by another and the DVT by a third manufacturer!
As far as joined up thinking goes, there is only the Class 87 that has not been renewed recently. Hornby has shifted their Lima tooling into the Railroad range in the last catalogue though, so who knows if they have something up their sleeve? They could have a crack at the Class 86 too as although I have a Heljan one and really like it it was generally criticised and doesn't look like Heljan have any intention of reissuing it (with or without corrections to the body side and panto).