Mistake leads to Nikon price increases [update 2]

nikon-d4-me1

Nikon has been forced to increase the retail prices of its D4, D800 and D800E cameras after it was hit with an "internal systems error"

Author: Olivier Laurent

Nikon has apologised to its customers after a "local internal systems error" led to the communication of incorrect suggested retail prices when it launched its new flagship digital SLRs - the D4, D800 and D800E.

When they were announced, the cameras came with retail prices of £4800 for the D4 and £2400 and £2690 for the D800 and D800E. Now, the three cameras will retail from £5290, £2600 and £2890 respectively.

"We would like to apologise sincerely to our customers for this unfortunate mistake, which has been corrected with immediate effect," reads a Nikon UK statement. "We know that there has been strong consumer interest in these products and a high level of pre-orders placed with retailers." As a result, Nikon has also announced that it will be honouring the original prices to retailers "on all customer pre-orders placed before 24 March."

The price increases only affect the UK and Irish markets.

Speaking to BJP, Jeremy Gilbert, Nikon UK's general marketing manager, has attempted to squash allegations that Nikon was profiteering on the back of its customers. "I appreciate their position, but there isn't anything I can really expand on what has already been said - it was purely a systems error. We've been asked why we didn't spot it before, but it was an issue that was flagged only when we started shipping the cameras."

He adds: "What we're now tryign to get across is that we have taken proactive action for people that had placed pre-orders. Their biggest concern was that they wouldn't be penalised by this error."

The increase will make Nikon's D4 camera only £10 cheaper than Canon's EOS 1D-X, which was announced late last year.

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Comments

Buy British? Why?

As much as I would like to "Buy British" and support my local camera store, I find it more & more difficult to justify doing so, especially in regards to camera equipment.

With this price increase, I can now buy the D4 back in my home country of Canada for £3800!! £3990 after tax!
And I'm not even looking at ebay for Chinese imports...

Even after the price of airfare, I'd be up £600.

The camera stores here would stress that your warranty is not valid in Europe. I would stress that, if my camera breaks inside 12 months, then I'm doing something wrong with it.

I had gotten somewhat used to these one-sided state of affairs but I guess I'm just tired of being ripped off in this country and I'd like to know why the abnormally huge price difference, and how Nikon can justify it in an increasingly small & global economy?

Posted by: Kris on 26 Mar 2012 at 10:35

Agree with previous poster.

It really is quite sad that the Japanese manufacturers still see Britain and treasure island.

On the other hand, given how much we're gauged for imports, it's hard to believe the argument British manufacturing makes for needing to move factories to the far east in order to stay profitable.

Posted by: Lisa on 26 Mar 2012 at 10:48

Nikon Rip Off

This is an absolute rip off, as the two products mentioned are being sold out before they hit the shelves this is just out and out profiteering. Nikon have a loyal following in the UK and we should be treated with some respect for our intelligence, we can all compare exchange rates? The out and out promotion of these products and some lenses more recently and the prices being asked are beyond the pale. Rant over :D

Posted by: Kevinxt on 26 Mar 2012 at 10:56

So disappointing ...

I was going to order my D800 this week but this has honestly changed my mind. They can of course charge as they wish and value is always subjective but PR spin and price stiffing just don't give me any feelings of brand loyalty.

In a market this competitive that's a hugely important part of anybody's decision making process. This is a huge own goal.

Posted by: Marco on 26 Mar 2012 at 11:29

Seppuku @ Nikon

Presumably the complete idiots at Nikon UK who did not spot this amazing computer glitch for the several weeks the cameras have been available for pre-order, have now fallen on their swords? if not then surely Nikon do not expect us to believe that their whole sales operation is completely controlled by computers with no human oversight?

I actually had the calumet order page open on friday and had only to complete my details, which of course I tried to do this morning only for it to fail before I realised the price had changed. I shall now forego upgrading and invest in medium format.

Posted by: Brian on 26 Mar 2012 at 13:25

Mistake... no, opportunity

I suspect this is more to do with Nikon suddenly realising that Canon were caught napping, and the disappointing 1Dx and 5D Mk III are no competitors for the D4/D800, so with no direct competitor, they can profit with higher prices.

I await a worthy successor to my 1Ds3. I suspect it will be a long wait.

Posted by: DJ on 26 Mar 2012 at 13:38

Rip off Nikon, Rip off Nikon Britian

I had virtually sold my pair of D700s to buy a pair of D800s, I was placing my order with Calumet yesterday when I came upon this massive blunder LoL, no the word is profiteering by Nikon. Imagine my frustration after I had read all the blurb in the mags etc and these prices had been published for so long.
The whole thing is a joke & I feel I have been conned by a so say proffesional & international company. Anyone want to buy a load of Nikon gear, no I thought not - a total disgrace

Posted by: Tony Spencer on 26 Mar 2012 at 14:53

Mistake?

How stupid do Nikon think consumers are?
More likely they have seen the recent Canon price rises and have decided they want to profiteer as well.

Prices will fall in time, but if I was a Nikon user then I would be very very disappointed.

Posted by: Ed Moss on 26 Mar 2012 at 16:02

Good bye nikon

That has just sealed it for me - I'm listening to the reviews and switching the the superior 5D mark III. I've given Nikon blind loyalty for too long.
Hello canon!

Posted by: Andrew Stura on 26 Mar 2012 at 16:33

Putting the off in to rip off

THis such a cynical act by Nikon. The prices have been plastered all over the reviews yet nobody spotted the 'mistake'. It is because Canon have put a massive hike in their new model prices. Unfortunately camera consumers appear to fall for such manoeuvres. In other areas of technology you expect more features for the same price or reduced prices. You wouldn't expect to pay as much now for 3 year old spec PC and you would expect the spec to improve without price increases. At th end of the day, cameras are electronic goods so treat them as such.

Posted by: Martin on 26 Mar 2012 at 17:12

totally bogus

They figured after-the-fact that they underpriced relative to Canon's 5D Mark III.

Posted by: allmyjunkymail on 26 Mar 2012 at 17:39

Nikon is far too expensive

I will no longer be buying Nikon, I have been buying Nikon products for over twenty years. I am fed up of their prices, they should lowering them, not increasing prices

Posted by: jon on 26 Mar 2012 at 18:12

Suddenly, I snap out of my D800E trance

I recently converted to medium format, and had a slight pang of remorse when the Nikon D800E was announced. After hearing of this epic blunder I am glad I turned my back on Nikon.

Posted by: Dave Whiting on 26 Mar 2012 at 18:32

information please?

Can somebody please print the complete statement with translation on this matter from Nikon.?

It must surely be a mistake. Nikon cannot have made such a huge blunder, or they would be as incapable as are the British, of designing and manufacturing a digital camera. Surely something has been lost in translation here?

Posted by: Peter Harrap on 26 Mar 2012 at 19:06

Disgusting

I have never read so much rubbish from such a large company in my life! So pre orders have been taken for a few months and they only just noticed the price!!! its straight up theft of your cash and pure greed. After nearly pre ordering last week but never had the chance I will now not be getting one.

Posted by: andrew franklin on 26 Mar 2012 at 19:09

Nikon price rise after Canon's

Definition of DISINGENUOUS
: lacking in candor; also : giving a false appearance of simple frankness : calculating

Posted by: timbo on 26 Mar 2012 at 23:34

Nikon prices

Please ask Nikon why the cameras are sold at much lower prices in Denmark, USA and Canada

Posted by: Jonathan Youens on 27 Mar 2012 at 17:33

Pathetic

This has completed changed my view of Nikon as a business, their products aside.

This may sound like a bitter comment but I think Nikon is pulling a fast one on consumers and I for one will not ever buy a Nikon product again.

I will dedicate the next 12 months and go on a PR offensive to ensure that consumers see the real side of Nikon in the UK. I sincerely hope they have a good PR agency.

Posted by: Anonymous on 27 Mar 2012 at 21:05

Don't murder the English language

Why do these companies say pre-order when they mean order. You can't pre-order anything the phrase has no meaning whatever.

Posted by: Paul Reading on 28 Mar 2012 at 00:51

"My dog ate my homework"!

How dumb do they think we are?

I feel insulted by this downright greed and would feel a fool if I bought one at the "new" prices!

I still have my F2's which I still love and still work forty years after purchase. Nikon was my choice up to an F5. They already conned me into thinking that they were telling the truth about "never" going to manufacture a full frame chip and got my money just before the D700 was announced. At last with the D800 I thought they had made a 100% viewfinder fullframe DSLR really worth having and my order would have been in if I was not waiting for reviews comparing the "two" 800 models.

My money is in the bank and that is where it stays. This shoddy behaviour has thoroughly tainted this once loved brand.

Posted by: Caroline on 30 Mar 2012 at 02:31

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