Price-wise it is OK. Considering the Evora was a $100K+ car and the maxed out FE is $93K it is a move in the right direction. The Emira FE will have dual screens and many modern amenities that the Evora never had, similar performance, and a lower price.
Competition-wise it is at least a contender. For decades the only people who bought a Lotus were the very few who ONLY wanted a Lotus. There was too much to sacrifice in price, performance, livability, features, dealer network, availability of parts, etc. For most people a Vette or Cayman was the easy choice. The Emira has solid performance*, comparable amenities, and is subjectively the best looking car. Lets be honest, a lot of people buy a sexy second car for the reactions they get and the Emira wins that competition. Is it $20K cheaper and 100hp more than it's competitors? Of course not, as pointed out previously Lotus is small, they don't have the scale to pull that off like GM is doing with the Vette. You can now get an exclusive car from a legendary brand with competitive performance and comparable amenities at a similar price to other 2-seat mid-engined sports cars - that's something amazing to pull off for a company as small as Lotus.
*A note about performance: 0-60 times and HP numbers are just you-know-what measuring. The 190hp 2006 Elise beat the 400hp 2006 Vette Z51 around VIR. Real performance is not a single measure, but the character of the car. Can it put down power mid corner? Can the front tires bite for a higher corner entry speed? How does the suspension handle transitions? Are the brakes fade-free and easy to modulate? Does the steering give accurate feedback? I regularly pass much more powerful cars on the race track with a 122hp Miata that does 0-60 in "whenever". Lotus is the champ at car feel. Other companies contract with Lotus to make their cars handle like a Lotus (Nissan GT-R, the new Genesis brand, and more). I am betting the Emira will have amazing performance. Maybe not the numbers champ, and that will keep some you-know-what measurers away, which I am fine with. Let the tools buy BMWs and Vettes. Keep the Lotus folks friendly.