Hasselblad has cut by as much as 22.9% the price of its H4D medium format camera system, in a bid to bring down one of the firm's biggest barrier to ownership.

Following the price cut, the entry-level H4D-31 camera, which includes a 35-90mm lens, will retail at €11,995 instead of €15,560. Similarly, the price of the H4D-40 unit is reduced by €1000; the H4D-50 and H4D-50MS by €3000; the H4D-60 by €6200; and the H4D-200MS by €4500.

Hasselblad has also reduced the price of its CFV-50 digital back by €2000.

In a statement, Chris Russell-Fish, Hasselblad's global sales and marketing director, says: "For many, price has long been the biggest barrier to ownership. Now we have substantially reduced prices on six units and there really has never been a better time to get your hands on a Hasselblad. This price reduction campaign is part of an innovative and dynamic marketing strategy for the company, ahead of the world's biggest photographic trade fair; Photokina. We are determined that more of the world's serious creative photographers will now have unprecedented access to a Hasselblad at a price they can afford."

It's the second time in four years that Hasselblad has unveiled a new pricing scheme. Already in 2008, just ahead of that year's Photokina, has dropped the retail price of its H3D system in a bid to attract new customers.

In recent years, however, the medium format camera market has been challenged by the traditional camera market as manufacturers such as Nikon and Canon are introducing new models with higher pixel counts.

For more information about Hasselblad's price cuts, visit www.hasselblad.com/price-reduction.