Hasselblad plans to use a partnership with Sony to enter each photographic segment with new digital SLRs and compact cameras, as well as tripods and mirrorless cameras.
"For us, the plan is to move very quickly over the next few months," says Hasselblad's chairman and CEO, Larry Hansen. "Our expectation is to show and launch cameras in every sector of the photographic market, while offering the best image quality available in each segment, relying on our collaboration with Sony."
He adds: "We want to go back to our customers. Fifteen years ago, 65 percent of our customers were not professional photographers. Today almost 100 percent are professional. My goal is to make Hasselblad cameras accessible to all serious customers."
As a result, Hasselblad will release, within the next year, a full-frame DSLR, a range of digital compact cameras, tripods and luxury accessories, as well as an interchangeable lens camera – the Lunar. "It's a rather aggressive plan," says Hansen.
The Lunar, Hasselblad's new interchangeable lens camera, will be an "Italian-designed ultimate luxury mirrorless" model. "The Lunar is a celebration of the passion that the company's founder, Victor Hasselblad, had for photography," says Luca Alessandrini, Hasselblad's new business development manager. "We've developed this model in the traditional way, using handmade wooden prototypes to ensure superior ergonomics and functionality. This is a camera for both serious photographers and enthusiasts who aspire to shoot with a Hasselblad."
He adds: "Lunar, which can be used in fully automatic or fully manual mode, has been designed to be easy to use and versatile, but with all the advanced technology employed in top DSLRs. For the first time the market now has a camera embracing traditional Hasselblad state-of-the-art image capture, combined with stunning Italian design features. And, for the first time ever, we are using carbon fibre, titanium, wood, leather and precious metals, including gold. The camera grip itself offers unparalleled ergonomics and has been developed to embrace both compact E-mount and the larger professional A-mount lenses," produced by Sony, with which Hasselblad is collaborating to develop the mirrorless camera.
The Lunar is expected to retail from €5000 in the first quarter of 2013 and will be available in a choice of standard models, plus a variety of exclusive hand grips and precious materials on special order, says Hasselblad.
The camera will borrow most of its features from Sony's NEX 7 camera, such as its APS-C 24.3-megapixel sensor, the Bionz processor, the Tru-Finder OLED viewfinder, as well as the ultra-bright high-definition three-inch swivel display. It is expected to have a sensitivity range of ISO 100 to ISO 16,000, a burst rate of 10fps and a shutter time lag of 0.02 second.
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