The announcement is a head-scratcher to me as well, but I'm trying to keep an open mind. Just because someone doesn't SEEM qualified doesn't mean he can't do the job. Steve Young, Gary Fencik, and Muhsin Muhammad are in private equity - in some cases partners at their firms. The super-elitist land of pedigreed MBAs. Their prior experience in the NFL makes them qualified how? Celebrities like Jay-Z and Oprah are not worth billions because they make stupid decisions running their businesses. Mark Zuckerberg, Larry Page and Sergey Brin, and nearly every other first time entrepreneur/CEO in Silicon Valley were certainly not corporate executives by prior qualifications, yet there are many who are quite successful - some extremely so.
Lotus is the smallest independent car manufacturer based on 2012 estimated unit sales (which I think are optimistic at 800). The only smaller ones are Lamborghini (500 - owned by Audi) and Rolls Royce (600 - owned by BMW). The company has performed questionably (at best) from a financial standpoint for the better part of 25 years and has changed hands at least 3 times. A lot of the issues facing the company certainly preceded Swizz Beats and you could argue that it can't get much worse - from a sales volume perspective anyway.