Pentax USA today announced that it is cutting $300 from the retail price of the *ist D digital SLR as well as an additional $200 from the 16-45 mm DA lens if bought with the camera. By our estimates this means you should be able to get the *ist D with the 16-45 mm lens for around $1630 ($1399 for the discounted body and $229 for the lens), that's the camera and lens bundle for around $60 under the original retail price for the body alone. In addition Pentax USA has also cut $30 from the Optio S retail price and $50 from the Optio 550, 555 and 33WR.

Phil: Pressure from Canon and Nikon. Oh, and PMA is a coming...

Press Release:

DREAMS CAN COME TRUE:
PENTAX SLASHES *ist D DIGITAL SLR PRICE

GOLDEN, Colorado (January 30, 2004)…Dreams can come true. PENTAX U.S.A., Inc. has reduced the retail price of the*ist D digital SLR by $300. The legendary camera manufacturer also is offering consumers an additional $200 cash back when combined with the purchase of the PENTAX 16-45mm DA digital lens. These special savings are in effect February 1, 2004 through June 30, 2004. In addition, PENTAX has extended previously announced cash back offers of up to $50 to consumers on the purchase of select digital and film cameras All these special savings and extended purchase deadlines are as follows:

• ($300) PENTAX *ist D digital SLR body retail price reduction while supplies last
• ($200) PENTAX 16-45mm DA digital lens if purchased in combination with *ist D digital SLR by June 30, 2004
• ($30) Optio S Digital Camera and Optio S4 Digital Camera if purchased by June 30, 2004
• ($50) Optio550 and Optio555 Digital Camera if purchased by June 30, 2004
• ($50) Optio 33WR Digital Camera if purchase by June 30, 2004
• ($30) IQZoom 170SL Date Camera if purchased by June 30, 2004
• ($30) IQZoom 150SL Date Camera if purchased by June 30, 2004
• ($30) IQZoom 120SW Date Camera if purchased by June 30, 2004
• ($10) IQZoom 115V Date Camera if purchased by June 30, 2004
• ($10) IQZoom EZY80 Date Camera if purchased by June 30, 2004
• ($20) ESPIO 140V Date Camera if purchased by June 30, 2004
• ($20) ESPIO 24EW Date Camera if purchased by June 30, 2004
• ($30) ZX-L Date Camera Body if purchased by June 30, 2004

Rebate information and coupons are available from PENTAX dealers and also available to download from the PENTAX website at www.pentaxusa.com/rebates.