The announcement comes as Pentax confirmed earlier this week that it would release its 645D medium format camera in Europe at £9000 (body only) and £10,000 with a 55mm lens.

Hasselblad says that its H4D-31 will deliver the same superior image quality than other H4D models, “bringing the ultimate in image quality to high end 35mm DSLR photographers who want to step up to medium format.3

The H4D-31 features Hasselblad’s True Focus technology, which “provides focusing accuracy throughout the image field – even at close range with shallow depth-of-field,” claims the firm.

The launch of the H4D-31 was sparked by the success of the H4D-40, says Hasselblad’s Uwe Moebus at a pres conference this week. “We wanted to offer an entry point for advanced amateurs and professionals, as well as enter the 35mm market.

The H4D-31 is available now in two configurations – one with a 80mm lens and the other with a CF-lens adapter for V-System users. The V-System version has been designed to offer a digital alternative to customers accustomed to film photography.

Both products are priced at €9995 +VAT. “This is the right price for the right segment,” says Moebus.