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Sony and Hasselblad announce partnership with DSLR on the horizon

Sep 18, 2012 at 14:51:26 GMT

CAMERA NEWS HASSELBLAD SONY

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Sony and Hasselblad have announced a partnership that will result in an E-mount camera, a compact camera and a product for the DSLR segment. Hasselblad says the aim of the partnership is to 'cultivate new markets for photo enthusiasts and consumer digital imaging products' and will begin with an E-mount camera, called the Hasselblad Lunar. The use of the words 'DSLR segment' implicity doesn't rule-out the possibility that Hasselblad will adopt Sony's SLT system (or simply re-brand one of its models).

Press Release:

Hasselblad and Sony in Partnership to Enrich Product Offerings

Hasselblad and Sony usher in a ‘new dawn’ with a long-term partnership that will enable the high-end medium format camera manufacturer to diversify for the first time into new market segments. The Swedish company Hasselblad, pioneer and developer of the H System, the world’s most advanced medium format digital camera system – used by top professional photogra- phers all over the world – has decided to work with Sony Corporation to cultivate new markets for photo enthusiasts and consumer digital imaging products. Hasselblad is keen to expand and develop its product portfolio to include a new range of advanced mirrorless interchangeable lens cameras (a.k.a. compact system camera), which will be followed by new products for DSLR and compact camera segments.

Hasselblad and Sony have agreed further on plans for the two organisations to work together in efforts to achieve technical and engineering breakthroughs in various photographic technology challenges.

Said Dr. Larry Hansen, Hasselblad Chairman and CEO: “Following talks with Sony - the key player in the serious photographer and enthusiast market spaces - we are delighted to announce the emergence of a new dawn for Hasselblad. This partnership will enable us to access an area of the photographic sector, which we have never reached out to before, by tapping on Sony’s excellent state of the art technology and spirit of ground breaking innovation. Owning a Hasselblad, made in Sweden, will no longer be just a dream for many photographic enthusiasts.”

Shigeki Ishizuka, President, Sony Digital Imaging Business Group, added: “This is a very exciting partnership because Hasselblad’s loyal customers with deep attachment to this prestigious photography brand get familiarised with Sony’s industry-leading camera technologies. We believe that we can further enhance our digital imaging development and manufacturing expertise through this partnership, so that we will be able to offer increasingly attractive products to our customers for years to come.”

Comments

Total comments: 271

I try to keep up with this kind of stuff, not sure how this announcement got past me.. BUT in having recently visited the Hasselblad website, the new Lunar is nothing more than an NEX-6/7 with fancy trim... Damn!!, I was hoping for a cropped MF sensor, lol, which would have been a 35mm sensor - /sigh..

Oh well.... Who will be first with a 'real' interchangeable lens mirrorless body????
****A 35mm digital body!****

Comment edited 2 minutes after posting

0 upvotes

Hey if they actually make a FF DSLR with OVF, I might switch from Sony to Hassy..LOL
The SLT/ EVF crap just does not interest me, sorry Sony

0 upvotes

Yes, re-branding is easier than hard-working on original inovations. Outselling good photographic name and tradition is an unforgivable sin. New Hasselblad - expensive grip-making company.
What would Victor Hasselblad say? Shot the CEO and get busy...!

Comment edited 2 minutes after posting

0 upvotes

I am a poor man, but spent £100 on a really old Hasselblad 500cm, with 80mm lens. I was shocked at how fine detail it can capture - better than my canon lenses, better than secondhand Carl Zeiss Yashica-mount lenses I have, (which are better than my Canon lenses too.

I can't wait for Hasselblad and Sony to work together, as long as they come up with some first class 35mm sensor cameras, and use the excellent quality of the Hassy lenses, but at a more consumer price - Hopefully, I can look forward to a 36-50 megapixel camera, with the very high definition lenses we could expect from Hasselblad, and if they can work out how to sell it for £1500, I will be able to buy one. For the last 10 years I have been waiting - hopefully some strides will be made now in real progress. If we can persuade them to improve on the Foveon sensor, and have 3x50 megapixels available, I shall be in a highly satisfied state - can't wait!!!

1 upvote

The what now...? Who do you want to 'persuade' to improve the Foveon sensor? Sigma own Foveon. They have already 'improved' the Foveon sensor dramatically in the latest model; the Merrill. I can't see Sigma working with Hasselblad when Sony is clearly already doing that. So what are you talking about?

0 upvotes

E-mount can now do full-frame photography in VG-900, can it go further to 645 or even 6x6?

0 upvotes

"Alessandrini stressed that, 'This [the Lunar] is not a NEX-7 camera, just because we are buying components from Sony"
Sorry Mr Luca, what do you think if Lamborghini super sport car replaces its V12 engine and put suzuki swift engine into it.
Nice try sir, and good luck with your strategy..btw i think wood accent using at camera grip will not work unless u have plan to use it as an ornament...man that's a very expensive ornament, but Mr Gates will love it.. :)

0 upvotes

The Lambo engine is the same block used in the Bentley and VW Phaeton, which is actually two VW Golf V6 engines welded together(simplified explanation I know). The floor plan is the same as the Audi R8......incidently, the Bentley Continental has the same floor plan as the Audi A8, which is the same as the VW Phaeton and will probably be used in a new Skoda lux vehicle.

So your analogy doesn't work at all, I'm afraid

4 upvotes

Hey your Nikon has a Suzuki swift engine ;) Mr nikonnikon or should it be Mr sonikonsonikon?...LOL
Nice one King Penguin it's clear this dude does not know cars.
He probably thinks Koenigsegg cars don't use ford engines...LOL

Comment edited 3 times, last edit 7 minutes after posting

2 upvotes

When Sony partnered with (i.e. acquired) Konica-Minolta there was a logic to it, its entry into digital SLRs. What does this partnership do for Sony other than sell components. Partner with someone who can help you advance viewing systems, ergonomics, lens design, image processing, etc.

2 upvotes

I feel sorry for you guys at DPReview who will be reviewing this junk...

But, it's your job dude...

You take the gold as well as the rubbish.

2 upvotes

Their job will be easy. Just copy and paste the nex-7 review and write a few paragraphs about how hideous the camera looks.

3 upvotes

And how challenging it is to hold. And use with buttons in strange positions.

0 upvotes

Sony is thinking. Sure we will take your money.

3 upvotes

They are laughing all the way to the bank I'm sure.

0 upvotes

Wow, right now we only have about 99 digital camera manufacturers using 199 form factors with 999 models. Yessirie, what we need now is at least one more. We should be all thanking Sony and Blad for thinking this up.

0 upvotes

The designs that you showed earlier were an embarrassing example of a 65 year old mishapen lady in a miniskirt! For goodness sake, adding some walnut veneer to the dashboard does not create a better driver. Hassy have seen the future and know that their v. expensive offerings are becoming redundant so are flailing around for attention. The Sony brand has very good standing; attaching themselves to the Hassy label with these sort of ideas is going to lower its value considerably :(
The NEX bodies are great...with more Zeiss lenses the total package may become orgasmic !!

2 upvotes

Hasselblad knows they are in trouble! With DSLRs at 36 megapixels and counting, there is little to no reason to spend $20,000 on a Hasselblad

1 upvote

They are in trouble, that is right but that's because People are kind of stupid. In no way the picture quality and the possibilities of medium format is comparable to stinky little full-frame. Resolution isn't everything!

0 upvotes

Buy or use one and you will find out why $20K is money well spent....The H4D is a stunning piece of equipment - with an image quality that is not not comparable to the Nikon. Different cameras, different purposes.

0 upvotes

What's the point? It doesn't seem that Sony needs Hasselblad for anything besides a name to use as an excuse to charge more for-- Ohhhh, now I get it.

3 upvotes

Just returned from photokina and the Hasselblad stand
A few impressions:
A guy from the "real Hasselblad" department also is not impressed and fears the impact of this on the brand name
It is uncomfortable to hold with my average male hands, so not even improvement in that area
It is even more ugly in real life
The Lunar people look at this as a test, they were a bit defensive. Think they have already heard lots of criticism.
The opinions I have heard range from ridiculous to embarrassing.
There are Hasselblad lenses (wide angle ,standard zoom? They would not tell details) planned for the beginning of next year, and this is interesting for Sony NEX users. So this cooperation might bring something useful and not just bling

3 upvotes

Thanks for the report.

0 upvotes

Cant't blame them for trying. I won't purchase one, of course.

0 upvotes

Sony take Minolta, then Carl Zeiss(Contax) and now Hasselblad on a try to pull up Sony DSLRs prestige, and $ numbers, with no succed at all.

1 upvote

Sony is no longer in the DSLR camera business, but they have some pretty neat DSLT and EVIL cameras nonetheless.

0 upvotes

Actually it makes perfect sense for Hasselblad and Sony. Hasse has been developing sensors where the development cost is divided by too few units sold and thus making them out of market expensive. In a deal with Sony they can use Sony's massive research team to develop medium format sensors while delivering some of the DLSR and mirrorless market to Sony with their brand identified customer base. To date Sony is still an also-ran next to Canon and Nikon in the more serious DLSR enthusiasts market

0 upvotes

eeeerrrrrrr............
Hasselblad never developed any sensors.
They buy them from Kodak (now Truesense).

0 upvotes

"Sony is still an also-ran next to Canon and Nikon in the more serious DLSR enthusiasts market."

Correction: Sony is no longer in the DSLR camera business, but they have some pretty neat DSLT and EVIL cameras nonetheless.

0 upvotes

Sorry Hasselblad, all I see is desperation in this proposed Sony/Hasselblad hookup. But good luck to you anyway.

1 upvote

It looks stupid...

Hass H-series which made by FujiFlim still has its own idea of how to design a camera body that not for fashion, but for use.

Why the hell they put a Hass 500 series's look on a SONY A99? I mean it would actually be better if they just use a plate A99 with a 'Hasselblad' on it, and don't do this silly looking design.

Comment edited 39 seconds after posting

2 upvotes

Exactly. As Leica does with Panasonic product, with the intent of some image parameter tweaking and a higher level of warranty service. If Hasselbald were serious about the Lunar, it would say Lifestime Warranty; you can return every 2 years for what we used to called CLA; etc. The cameras keep getting more and more costly, but I don't see any innovations along those lines.

0 upvotes

go back ten years and a good percentage of pros used medium format but now in my area i don't know any. We have all invested to much in Canon / Nikon lens to switch without a very good reason. Will this camera be so good pros will ditch the d4s and 1DX's probable not.

1 upvote

Oh dear - it seems that someone from Canon HQ who believes that the 6D spec is on the money has done some work for Sony / Hass at the same time, MASSIVE fail boys....

1 upvote

I didn't quite got that. Does that mean, we'll see re-branded Sony cams with expensive logo? Like PanaLeica? Can't wait to throw my money on that...

Hasselblad Lunar - or SonyBlad for lunatics?

Anyway, that's great. The king of swedensteel could do with some help from Japan, no doubt. But besides irony, I really expect nothing but re-branded Sony's at a much higher expense, and that would be just sad.

1 upvote

" Does that mean, we'll see re-branded Sony cams with expensive logo?"
It means that Hassel will build A and E-mount cameras as well as compacts and accessories.

I'm quite sure that compacts will be exactly the same thing Leica does - re-painted camera of the other company.

E-mount cameras likely will be improved Sony NEX bodies - just like we seen it with Lunar - new grip, improved handling and body structure, firmware changes.

A-mount seems to be something completely new as they are talking about Full Frame DSLR - while currently Sony doesn't have any DSLR nor will to develop one. So most likely Hassel will use components (sensor, processors, AF, etc) from Sony and release high-end A-mount DSLR (with pentaprism OVF).

Add line of accessories (tripods, bags, matte screens, viewfinders, etc) and you roughly get the picture.

2 upvotes

Sony acquired Minolta some years ago...
Kodak had some sort of "synergy" with Hasselblad from 90's.
Now Kodak belongs to history.
Maybe some guys from Minolta now in Sony, will find a partner in Hassis's staff to help them make things better...
Sony's management seems they don't really know what to do with premium brands. Sony's corporate culture and goal does not offer ways to adopt "external" partners who are away from corporate thinking.
They are good in advertising though...

1 upvote

I have heard about this

http://www.youtube.com/watch?v=NuLkWmG3gPk&feature=youtube_gdata_player

It's sad but , I remember when SONY was qulity now they can't even seem to manufacture phones even with help from other manufactures. I have no faith at all in SONY anymore at all!

0 upvotes

Serioussly???
You do know that Sony has some of the best Sensors? And Nikon is using actually Sony Sensors?
Sony's DSLRs are actually pretty damn good and they are being underestimated. they do focus more on consumer Products but also the new A99 FF is pretty neat. and a collaboration between Sony and Hasselblad is the best thing for consumers ever..
Immagine a collaboration between Canon and Hasselblad for example.. a Medium format Canon Camera...

5 upvotes

"Sony's DSLRs are actually pretty damn good..."

Correction: Sony is no longer in the DSLR camera business, but they have some pretty neat DSLT and EVIL cameras nonetheless.

0 upvotes

Dear Hasselblad Management

We (the real Hassblad users) need high quality products and not a over-priced consumer toy! What should we do with such a camera? We need a significantly improved battery life, weather sealing, faster autofocus, less noice - that's it.

This strategy move will destroy the brand.

Regards Gerry Pacher

6 upvotes

Dear "Real" Hasselblad user

It seems you do not realize what a cheaper Hasselblad means for the Hardworking people of the Middleclass who can't afford a 20.000$ "real Hasselblad" btw this looks more like a Toy for the rich and Powerful. Putin already has one :P
Even for Haselblad.. ist all about the money and to find more ways to make it.

1 upvote

The rot set in when Hass became Fuji and dropped real (not made in Japan second rater 'Zeiss'/ Consina) made in Germany Zeiss lenses - sadly this trend continues - think in a few years Hass will become the new Leica - purchased by posh owners who don't take pics just collect cameras because they might go up in value. The decline has begun to speed up with naff overpriced products such as this one.

My 500Cm is also ashamed.......

0 upvotes

I like it.
But doesn't fuji make Hasselblad lenses? Does that mean....

0 upvotes

Like Leica and Panasonic, the next Hass will just be an overpriced Sony.
Way to go cheapening your brand image.

Now at least Sony can claim their flash mount and MS card is used by more than one company and is an 'international standard'.

1 upvote

At least hassel bothers with improving the Body.
Leica just sticks the red dot on Panasonic.

2 upvotes

Yes Leica sticks the red dot on Panasonic compacts ..BUT Leica also makes top notch cameras (Niche) and fantastic (Expensive ) Lenses
Hassleblad just re-badge Fuji 645 cameras and stick Fuji lenses on them I believe the Back is an IMACON (made /Assembled in Denmark

0 upvotes

Lunar? No, a better name: Lunarcy

2 upvotes

"Owning a Hasselblad, made in Sweden, will no longer be just a dream for many photographic enthusiasts.”

depend on the price, if it's between $2500 - $5000, people can only dream..

2 upvotes

And IT wont be made in Sweden ......

0 upvotes

not sure what to make of this, SONY is refreshing its lie up every 3-6 months, the Hasselblad A will be aged quickly

2 upvotes

Wtf are you talking about? Sony is probably takes longer than anyone to release new products. Just ask A850/a900 owners how long they've waited for a ff update

1 upvote

Yep. In entry-level it takes for Sony exactly as long to refresh it's SLT as it does for Canon or Nikon. In higher end they release cameras even LESS often then either of them.

No idea what the heck you are talking about Khun.

1 upvote

Not a huge difference to the other big 2, a couple of months in a 4 year product cycle is hardly a big deal. Canon and Nikon 'seem' to release more regularly because they have more FF models in totality, but really the D700 and 5D MkII were released about the same time as the A900, the A99 a few months after the Canon 5D III and Nikon D800.

0 upvotes

Fair enough.

Either way: It's NOT like "Sony is refreshing its lie up every 3-6 months" as Khun_K suggested.

0 upvotes

i know what to make of it: ugliest, most uninspired, most overpriced camera ever. Its going to take an awful lot to top this one. And to think we all laughed at the leica monochrome. This camera takes the cake.

0 upvotes

The Nex Hassy is the ugliest thing I have ever seen. Revolting is a good word for it but even that fall a bit short.

This one has potential though and I can see some of my precious 500c/m in its design. A chrome and black covered A99 would be cool. The price would probably not be so cool.

4 upvotes

I think it's exceptly unique & attractive and very refreshing from the tradional black plastic crap design Nikon & canon have been using for the past 20 years. I congratulate them for thinking way outside the box.
Different strokes for different folks I guess

0 upvotes

LInk to a pic of the nex hassy?

Haven't had a good vomit for some time now...

1 upvote

Just look at a 500cm - a classic of design - nothing added that's not needed - nothing flash - it just works. This proposed new Sony/ Fuji bitch thing is expensive junk....

0 upvotes

I don't see how the market can possibly support another big DSLR. Another Full Frame Compact System Camera, yes absolutely. Hassy/Sony should go that way, fast. Top shelf IQ in a small, discrete, sexy, desirable package, that undercuts Leica.

Comment edited 1 minute after posting

3 upvotes

If this is a real partnership, the companies would have been better off with a solid announcement, instead of rushing crude, even bizarre sketches and mockups.

2 upvotes

How is this anything more than just a rebranded Sony? What is Hassie actually adding of value?

7 upvotes

We are yet to see. Hassel DSLR is due for 2013, and we still haven't seen any tests of Lunar.

Be patient.

1 upvote

Wow, Canon and Nikon people are quite envious of this announcement!

5 upvotes

Looking at the number of hate? VERY nervous.

Seriously - I can't recall when last time I read so much hate towards either Sony or Hassel.

No idea what's up with it... people can't stand seeing new, modern FF DSLR on A-mount? Or the fact that Sony partner with yet another of the greatest photo companies in the history?

Eh.... pathetic.

Comment edited 13 seconds after posting

3 upvotes

yeah we are all totally nervous that we have to sell our complete systems to fund this camera, but its just so sexy i just cant resist

Comment edited 25 seconds after posting

0 upvotes

Fugly with the Hassy look on the top...

1 upvote

Why do Hassy keep getting together with TV manufacturers to make cameras?!

0 upvotes

Fuji put the sensor made by the same TV manufacturer in their X100, and got a new life because of that.

5 upvotes

Why do Nikon, Olympus or Pentax?

Maybe because truly at the heart of it, despite what you would like to believe, that cameras of today have very little in common with the great film camera companies of yore. Yes there is the optics side of things and cameras share a 'similar' at best layout, but internally there is far less that is similar than there is that is different.

0 upvotes

Arnt Sony TV's made in Korea by Samsung ???

0 upvotes

No, they aren't.
I'm not sure about Nikon DSLRs though.

0 upvotes

Solution in search of a problem.

5 upvotes

Probably the Alpha99 with different skin and 8500$ pricetag, hahahaha. I laugh because i have still the NEX clown model in mind that I have seen on the other announcement about Hasssony.

3 upvotes

I don't see a chance for this. Hassel will most likely release regular DSLR of their own design using Sony parts (sensor, processors, bayonet, AF, etc.) - looking at the graphic above it seems like kinda re-worked Canon 1D. Only made by Hassel, and aimed for studio photography.

1 upvote

I see this as a smart move for all involved and a natural progression from Sony's relationship with Zeiss. Many potential Medium Format users are migrating to high end DSLRs (i.e. Nikon's D800) that approach Medium Format resolution for much less money. This move allows Hasselblad to be competitive at that price point (i.e. why buy a Nikon DSLR with Medium Format quality at a reasonable price when you can buy a Hasselblad/Sony DSLR with Medium Format quality at a similar price -- from a company that makes actual Medium Format cameras?) Just my two cents.

6 upvotes

Agreed. I think both parties will benefit and us, the consumers, will benefit.

1 upvote

So, the future will probably be Hassony or Sonylblad or what. It is just a question of month until Sony will eat up the whole Hasselbald industry. I do not see this as bad news, maybe it rings the times of affordable mid format and since Sony is supposed to work on the square sensor since a longer time, this confirms this in a simple way. So, on my side, i consider this as good news. The evolution of Minolta under Sony is a positive thing, I doubt that Minolta had gone that far alone. Only black point is pricing policy, If Sonny-Hassy stick to the Leica pricing policy, there is not much hope. But, let's wait and see.

2 upvotes

I think this could be very bad news. Remember when Konica/Minolta announced they were working with Sony. The next thing that happened was Sony took them over. I fear very much for Hasselblad as a company now this tie up has been announced. I sincerely hope I'm wrong.

3 upvotes

Nice Manga cartoon...

The grip is drawn like it is sharp enough to cut the fingers.

The flash hot shoe looks like from a 1960's era.

Legend:

G: Cupcake

2: Lego Logo

.
E**: Lego Part

1: Mini CD/DVD player

F: Mismatch reminder buttons (to remind users the lens housing and the grip are totally mismatched, forever)

P: Annoyance button. Tickles the right palm to constantly annoy users. Very nice feature.

7 upvotes

Sounds like this camera scares you.
So don't buy.
I was taught to embrace outside the box thinking tho.
I love it.

1 upvote

Yeah, you're definitely out of your box ;-)))

0 upvotes

Quote "Owning a Hasselblad, made in Sweden, will no longer be just a dream for many photographic enthusiasts.”

Made in Sweden tee hee thats a good one :D
not sure where Sony will have them made but

A) its gona be a sony not a Hassleblad ......
B) Its not gona be made in Sweden .......

4 upvotes

Let's face it... Hasselblad is in trouble...

4 upvotes

Core of the camera will be made in Japan, frame, grip, and god knows what else will be made in Sweden.

Read & understand. Dude, Hassel doesn't have a tradition of lying to it's customers like for example Nikon does (with sensors ""made by Nikon" rotfl).

1 upvote

I dont remember Hassleblad telling the public that FUJI makes its cameras and its Lenses
As A camera maker Hassleblad is long dead IT now only puts its name on other peoples products

0 upvotes

Isnt that hotshoe wrong way?

2 upvotes

And price tag with > $10 000

0 upvotes

Not worth the hassle...blad! :D

7 upvotes

DSLR or SLT? I can kinda get behind this if Sony becomes the SLT continuation of the Alpha (Minolta) mount, and Hasselblad gets proper optical finders and mirrors.

2 upvotes

Yep, looks like most possible scenario. Especially when body we see above quite clearly got viewfinder sticking out of the body and larger mirror chamber then one Sony's A99 has.

This version is also supported by the claims of "plan to launch a new DSLR" in 2013 from Hasselblad CEO. That quite clearly points towards A-mount OVF camera.

1 upvote

Sounds good to me. It will sound even better if they price the cameras fairly and competitively.

1 upvote

Hasselblad is just a marketing company now. They don't design anything anymore, they jusy rebrand and redistribute.
XPAN and H system is Fujifilm. Now Sony's turn.

Comment edited 1 minute after posting

6 upvotes

... erm... extman, but that's precisely what they did with Hassel Luna - designed it's body. In Italy. They did nothing else with it then just designing the body.

2 upvotes

I think what you really mean is they don't do technical research anymore. They do still design cameras and this new camera is an example of that. Hey, research requires a lot of time and money. Designing products doesn't require as much work when the technology is already there for you.

0 upvotes

It will just be a Sony in a new frock :) a very expensive new frock ...

0 upvotes

How do you know for sure this is designed by Hassy? For all I know it could be done by a freelance or with heavy input from Sony. Sony is probably making the final product and do the final design because all the electronics and buttons fits to a certain way if they just take an A99 and fit all the inner parts into this new body.

It's very different from car design which is just about an outer shell.

0 upvotes

They opened a new design facility under Venice in Italy made specifically for designing new cameras using Sony components.

That's how I know it. It's publicly available knowledge.

And I don't have a bias against Sony or Hasselblad seeding hate everywhere where I move, like you.

As for Hassel DSLR- if they would want to re-make A99 they wouldn't call it a "DSLR". I believe that company with longer experience in photography world then your entire lifespan actually knows what the DSLR is.

1 upvote

OMG that's an ugly camera! What were they thinking?

3 upvotes

Why? should it look like a Nikon or Canon? or wait you were expecting a Leica

Comment edited 2 times, last edit 3 minutes after posting

2 upvotes

Total comments: 271


Behind the scenes of the Hasselblad H5D advertising campaign Mar 20, 2013	Hasselblad responds to Lunar criticisms Sep 19, 2012	Hasselblad announces 24MP Lunar - an 'ultimate luxury' mirrorless camera Sep 18, 2012	Hasselblad introduces H5D medium format camera series and 24mm F4.8 lens Sep 11, 2012

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