Photokina 2012: Hasselblad to launch mirrorless compact camera and full-frame digital SLR [Update]
Hasselblad has announced it is developing a mirrorless, interchangeable lens camera to be released in early 2013
Author: Olivier Laurent
18 Sep 2012 Tags: HasselbladPhotokina
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.
Comments
Function is better than Luxury
As a grateful and respectful Hasselblad user for years, I applaud the Company's decision to produce a dSLR type camera which will accommodate exchangeable lenses.
But "luxury accessories" are not the way to reach the customer base you desire to target. These customers seek function and reliability, as found in the "standard" Hasselblad camera. These customers think "Function over form." They would pay premium prices for function. But luxury would be condescending.
Please remember, the customers you seek are as serious as your "traditional" customers.
Respectfully,
Jocelynne Littlebear
What a coincidence that the camera they are making in collaboration with Sony has the same shape, mount, and specs as the Nex-7.
Hasselblad is just a name now.
Phase One and Leaf are producing the high-end cameras that nearly all pros use. Hasselblad can't compete against them, so they will simply stick their logo on cameras made by others.
See also: Polaroid.
Sure Thing Harry, these compact Rolls Royces, mirrorless Lamborghinis, affordable Jaguars and perambulator-sized Bentleys have all been huge successes and the pride of their industry!
Every manager in the car industry will confirm to you that the VW Polo is where the real money lies. - Until the manager quits smoking stuff.
Hasselblad hat 65% of non-professional users, because their camera was simply the best.
How about going for *that* goal again?
Lunar or lunacy. How the mighty have fallen.
This is a blinged up Sony Nex.
They should now abandon the blad
and become Hasselhoff. Maybe it will be
a talking camera!
Leica has publicly stated this week that it will continue to produce photographic products that relatively few people will be able to afford to purchase. The Veblen goods strategy seems to keep Leica elves busy and fed.
But it won't work for Hasselblad, especially if it does nothing more than pursue a Pygmalion script (which Leica also uses with Panasonics). Hassy has not kept its name in the consumer buzz, or even the professional buzz. It chose a closed proprietary system strategy years ago when the MF world was choosing open-systems.
Consequently they're increasingly marginalized as they attempt to get back into a game -- of digital photography -- in which they never really played. Good luck to them but the cards they're playing seem old and, in this case, translucent. It seems to me that Sony's the real winner here with Hassy.
50 Plus years of "God gave us the Square format" and you go digital with 645. Now you do this and think you'll get people back - overpricing SONY chips?
Get real guys, you lose because you piss on your legacy.
Oh really, Hasselblad. You got into the digital DSLR game too late and now you want us to care as you follow on down the road paved by others? You use a Sony sensor and think that makes a worthy new Hasselblad product. Big deal, nothing new there for you? No square format, as previously mentioned here? You lost your great legacy IMHO. I used to understand it when you were the best and you had your own ideas.
I agree with above comments. As one of the old 65% non pro owners I still have and use my 30 year old Hasselblad 503 Cx and zeiss lenses but with PhaseOne back. It still is fully competitve image quality-wise. Blinging up Sony products doesn't make the the best and those prices are totally crazy. 5 years on they'll be worth nothing. I can just upgrade digital back if much has changed!
I am shocked by these comments!
Presently, I am purchasing the Luna-Tica Hasselblad Lawn Mower.
Please keep these comments calm and encouraging. The Queen may be near!
Hassleblads were the first cameras on the moon. Now planning to produce a camera with a sensor that will be outdated by the release date is madness is it not? I never thought Hassleblad were the type to go for sloppy seconds.
Is this just what Royals need to photograph topless women in the Solomon Islands now?
Who IS going to buy a much bulkier Nex-7 that invites a mugging and looks ugly?
Who could ever believe that just as Leitz produce something worth buying- the Mmmmm- Hasselblad produce for the same price something worth chuckling about.
Interesting Times, or Q to get Closer?
The war has long been lost when they abandoned square format
Being a Hasselblad marketing staff for over 15 years, I think they have very good chance to win the loyalty of the traditional customer and secure the dominant position in medium format industry. But the war has been lost since the chose to give up the V system. It's a pity and Victor Hasselbald is weeping in the heaven.
The money is in lipstick and perfume...
Who would have guessed that Hasselblad would become the Pierre Cardin of cameras...
Out of photo, in to fashion...
"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."
There goes Hasselblad...
To quote Major Clipton (James Donald) at the end of 'Bridge on the River Kwai'...Madness, madness.... Is anyone likely to use all this kit in our modern experience to match 69 per center Andre Kertesz or the sublety of Paul Strand ?
As the name implies Hasselblad wants to cash on their space legacy. That why their Gucci-LV-Chanel model provokes so many reactions that span from pissing on their legacy to selling out in a cheap way. What about a scaled down (palm nest size) copy of lunar 500C, square LCD (ca 4x4cm size) in place of ground glass,24x24 square or rotateble 24x36 sensor, EVF prism, left-right hand double release button and couple lenses clad in original Distagon, Planar and Sonnar armoury. Now that would be style.
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