I am trying to like it but it looks like a Sony Alpha with humps but only a small sensor.
A Nikon retro range-finder with APc sensor with screw driver, would sell like hot cakes.
I would like to put this in terms that H-blad CEO will understand as he likes cars.
The Lunacy Is like Ferrari taking a Fiat 500 (A cheap car that I like) and covering it with 1/2 ton of fur, leather and wood, resulting in less performance and still looking like a Fiat 500. Then putting 3 huge Ferrari badges on it and asking 120,000 Euros.
CameraLabTester: Any graphic designer, industrial engineer, concept artist, creative director, etc would know that these designs were conjured up in frantic haste, perhaps just a few hours before the opening of Photokina 2012.
They are NOT well planned and thought out designs. They are empty hurriedly assembled sugar coatings to put a table cloth over an already existing NEX design.
It is so obvious,even to the layman,that these are not really R&D material. The ergonomics are utterly wrong.
THIS is why there are so many angry comments.
It is a shocking insult to one's intelligence.
Come back again in Photokina 2015...
...after you have done your homework.
Sadly I do not think this mess was created in a few hours, I will give one example.
They say they wish to appeal to a younger customer and then produce prototypes that look like the dash board of a middle aged man's Bentley. When did you last see an I pod or game boy that looked like this. Not only have they misunderstood their brand strengths but they have not met their own brief.
The writing on the wall was apparent when they launched the Ferrari edition camera. Ferrari could sell that with its car, but not H'Blad.
Would the senior management and product managers care to write a book on "How not to launch a new concept" I think it would sell very well, with the title "How to kill an icon in 24 hours."
My sympathy's go out to all their staff who deserve better than this. Its not the concept of working with Sony or another manufacturer, its the truly unprofessional way in which this has been done.
I do not believe that the current management team are even capable of correcting this fiasco. The mistakes are so obvious that even a junior brand manager would be appalled.
The problem here is that the camera has no market placement:
1) Not A DSLR2) Not a compact of any of the current types.3) Too heavy and standoutish for a street camera.4) Not a Pro camera.
When NASA commissioned H'Bad for a camera that would work in space it was the best camera for the job. To even mention NASA with this camera that exists for no other purpose than to pose, is an insult to the brand name.
Please, Please, use professional marketing and PR people in future.
Pointless and Shoot! Very good summation Eric.
To answer T3 I love boutique products, look at all the hand made guitars, but if one of the great Luther's took a cheap Chinese guitar and covered it in leather and sold it as a boutique guitar then I would be shocked.
Magnus W: Wow, this is the most effective brand-destroyer ever.
I have qualifications in Business studies, and national awards for both Marketing and Innovation, with 25 years experience, 8 of which has been in the Pro-photographic world. 8 years working for Advertising agencies and marketing departments, and I have never witnessed anything like this before.
The basic concept to work with Sony is OK but to do it like this is must be embarrassing even to Sony.
fberns: oh, does Hasselblad have new loeaders?I've see that quite often that a new headquarter doesn't either care or understand who are the firm's customers...
Yes they have been bought out by a capital venture group! But they have been given total management control according to PR.
Your company is king of studio cameras so do you:
A) Make a 35mm Studio camera which can be used by wedding photographers as well. (Happy to impress there clients with there state of the art equipment). or
B) Take a cheapish APC camera from Sony and cover it in cheap looking materials. And enter a market you know nothing about.
Having made this decision do you:
A) Test market the concept, and with the feed back tweak your product concept, then prepare your market with artist sketches and careful PR before displaying highly professional prototypes. or
B) Take this tarted up camera with no testing, build a few badly made prototypes and shock the world.
If you have answered B) and B) Then you may prefer to consider a career at a fast food outlet. or H-blad, and if you have a friend who designs hand bags or clogs in Italy then you will be especially welcome.
Cytokine: I have never seen this forum so united on any subject! Why? Take a camera which some might call innovative for being compact and affordable and then add a pair of Dutch clogs, save the leather for another prototype. Mess with the control layout that has taken half a century to perfect. Add the worlds most respected company logo and cook for 1 hour = Large, heavy, unusable camera that is really expensive. They have in affect "De-innovated the original camera" and no doubt will charge 10 times as much.
You have a fair point! No I have not tried this camera. I usually buy a camera to take pictures, and the best currently available is the Nikon D800 / D800E which is very close to medium format in IQ .
Why would H'blad choose to tart up the exterior of a Sony camera when they could have introduced a 35mm affordable studio camera system. Or another completely innovative system Sony could have gone to an Italian designer themselves.
I have never seen this forum so united on any subject! Why? Take a camera which some might call innovative for being compact and affordable and then add a pair of Dutch clogs, save the leather for another prototype. Mess with the control layout that has taken half a century to perfect. Add the worlds most respected company logo and cook for 1 hour = Large, heavy, unusable camera that is really expensive. They have in affect "De-innovated the original camera" and no doubt will charge 10 times as much.
audijam: like sony nex 7 got gangbanged by aliens and predators...
like sony nex 7 got gangbanged by aliens and predators...
Audjam You have a way with words! Thanks for the laugh!!
"The force is confused with this one"
Why only 1/2000? Otherwise a dream camera! And at that price that is all it will be.
beto fotos: so you can bring a d3s to vacuum at -200ºC and take pics? wow i will never again worry about my nikon in cold weather.
1) Liquids boil and evaporate into space including any liquid lubricants. Any air, liquid, trapped in batteries, other component etc., could burst their casings. Some materials like plastic continue to out-gas. all the dust in the lens will float about.
Heat dissipates by:a) Conduction: to and from the gloves holding the Camera.b) Convection (No Air) c) Radiation (how it got to Earth in the first place) Infra-red photography anybody!!
Great photos in a difficult environment.