It's not that the Lotus ethos is not sustainable, after all Caterham still survives. Ginetta is still going. The MX5 continues to sell etc.
Lotus, for whatever reason, was not content with being a small volume car manufacturer pandering to a niche. You had the Bah Bah sheep mentality that seemed to think that Lotus should b e up their with Ferrari, Porsche, Bentley, Aston Martin et al. The brand, unlike some of the products, has just never had that cachet.
Oodles and oodles of cash have been wasted chasing that "dream" whilst arguably, at the same time, moving the products away from the hard core fan base.
We now have a situation where Lotus is basically a Chinese owned and run company. There is little real difference, at the very top, to how Lotus and MG are now run by the Chinese and increasingly dominated by the needs, desires and direction of that home market.
MG did not have the manufacturing base to contend with in the UK, so they are more overt in terms of their Chinese ownership, but their products are largely well made, do OK in the reviews, and are selling like hot cakes to the masses making their Chinese owners some good money and reinforcing the value of the brand etc - revenues up by 122% and profits up from £4.3m to £54m in the past year). Whilst Lotus has moved to the upper "premium" market, MG has focused on cars consumers can afford to buy in large numbers.
Lotus on the other hand, has continued its ever stretching move to the upper premium sector, with new products, for new consumers in a new market, and like MG, the manufacturing legacy (and the customers attracted by it) in the UK is less and less important to the market they are chasing.
I am totally aware that Lotus as a company has a perfect right to change, adapt, and move on. However, let us not for one minute pretend that the Lotus we see now, and in the future, has much to do with the legacy of Chapman, Hethel, Kimberely etc. Yes they will "use" the legacy for marketing, but that is increasingly all I believe it is, just marketing.
Lotus is dead. Long live Lotus.