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Nikon UK confirms price rises to D4 and D800, but honours pre-orders

By dpreview staff on Mar 26, 2012 at 09:05 GMT

Nikon UK has officially confirmed increases to the prices of its D800, D800E and D4 DSLRs. The move, which Nikon blames on an 'internal systems error', sees the D800's recommended retail price rise by £200 to £2599.99, while the D4's goes up by £500 to £5299.99 and the D800E's becomes £2,899.99. However the company says it will honor the prices on existing pre-orders placed before March 24th.

Nikon UK has also confirmed to us that this price rise will only affect customers in the UK and Irish markets - other regions are not affected.


Press statement:

NIKON UK Press Statement 26-March-2012

Nikon UK can confirm a correction to the originally published recommended retail prices (RRP) on the D800, D800E and D4 products.

Due to a local internal systems error, the incorrect RRPs on the D800, D800E and D4 products were communicated in the UK and Irish markets at the time of announcement. The correct RRPs for the products should have been D4: £5289.99, D800: £2,599.99 and D800E: £2,899.99. We would like to apologise sincerely to our customers for this unfortunate mistake, which has been corrected with immediate effect. We know that there has been strong consumer interest in these products and a high level of pre-orders placed with retailers; Nikon will be honouring the original prices to retailers on all customer pre-orders placed before March 24th 2012.

Comments

Total comments: 300
123
dholl
By dholl (Mar 26, 2012)

Now Canon will reduce their 5DIII and gain market share.

An open goal for Canon is the term I'd use here.

1 upvote
JadedGamer
By JadedGamer (Mar 26, 2012)

Yes, Canon knew that you can start high and go down in price, and gain goodwill for that. You cannot do the opposite, like Nikon are trying to now. It seems that Nikon, being the first to announce, made a wager that they now have lost...

0 upvotes
CFynn
By CFynn (Mar 26, 2012)

Especially as you won't have to wait anywhere near as long to get a 5DMkIII

0 upvotes
cfh25
By cfh25 (Mar 26, 2012)

Probably being treated as camcorders (14% duty) rather than cameras (4.9%) under UK VAT regs due to the HDMI port.

0 upvotes
Andy Westlake
By Andy Westlake (Mar 26, 2012)

You're mixing up UK VAT and EU import duty here, and your rates are wrong too. Most digital stills cameras are liable for no import duty, whereas video cameras that can record for 30min or longer are liable for 4.9% (this is the reason for the ubiquitous 29'59" recording time limit). Only those video cameras with input connectors to record sound or video from an external source are liable for 14%. UK VAT is the same on all classes of camera. Nikon UK assures us that the D800 and D4 are classified as stills cameras for duty purposes.

Comment edited 3 times, last edit 4 minutes after posting
9 upvotes
Mtsuoka
By Mtsuoka (Mar 26, 2012)

very detail explanation Andy!
Too much incorrect info floating in user comments and forum..

0 upvotes
CFynn
By CFynn (Mar 26, 2012)

Andy - I think UK VAT has risen to 20% since you guys moved to Seattle.

For those that don't know, VAT is included in UK listed prices - and the listed prices of other EU countries.

0 upvotes
Andy Westlake
By Andy Westlake (Mar 26, 2012)

@CFynn. As it happens I'm still in the UK, so painfully aware of UK VAT. I'm guessing you've misread what I wrote (it wasn't perfectly phrased) - I'm not saying UK VAT is 14%, but that EU import duty on 'advanced' video cameras is. Both stills and video cameras are subject to 20% VAT in the UK.

1 upvote
CFynn
By CFynn (Mar 26, 2012)

Reading too quickly I think I missed the full stop between the "14%" and the "UK VAT".

So you're the one still taking pictures of Tower Bridge?

0 upvotes
Peter KT Lim
By Peter KT Lim (Mar 26, 2012)

Hope Canon 1DX and EOS5 MK3 make the same mistake so we can save some money he...he...

0 upvotes
sravpes
By sravpes (Mar 26, 2012)

I'd love to see now Canon drops the price (I'm asking to much, I know) and Nikon's response... Funny.

1 upvote
Jolly Oly
By Jolly Oly (Mar 26, 2012)

There's never enough profit, right? What a disgusting move.

10 upvotes
Ilkka Nissilä
By Ilkka Nissilä (Mar 26, 2012)

The D800 is still quite a lot less expensive than the D3X, isn't it.

1 upvote
Joe P Doyle
By Joe P Doyle (Mar 26, 2012)

Congrats to all who pre-ordered, and congrats to those who cancel. I'm an Nikon fan but I don't believe this crock for one minute, goes to show there's money in selling cameras and training at the moment more money than in taking pictures in the current market. the favourite number seems to be 99999, so Nein,Nne,No for me.
I'll wait for 1,999.99 :)
Old saying and proverb, the irony
Don't p*ss down my back and tell me it's raining

Comment edited 4 minutes after posting
6 upvotes
Tilted Plane
By Tilted Plane (Mar 26, 2012)

ha...hilarious...made my morning (in New York, where the dollars seem to be steady for Nikons so far)...

0 upvotes
MarkByland
By MarkByland (Mar 26, 2012)

The only profit money selling cameras lies in the manufacturers' profit margins, exclusively. Because brick and mortar camera retailers only get about 3-5 percent of a total sale after you factor in hardware costs, credit card percentages, and local taxes. It's driving most camera retailers out of stocking any tangible gear and only delivering based on special order. Very limiting.

0 upvotes
Joe P Doyle
By Joe P Doyle (Mar 26, 2012)

My comment is directed at Nikon not retailers, we know margins are tight for retailers. Bricks and Mortar also have the overheads which also make it hard for them. The whole scenario has been handled badly given the release date of rrp

1 upvote
thebloke
By thebloke (Mar 26, 2012)

Luckily the internal systems error (unfortunate mistake) prevented me from pre purchasing the latest Nikon glass in anticipation of the 800e.

3 upvotes
abolit
By abolit (Mar 26, 2012)

shame on you Nikon... you stink!

2 upvotes
WT21
By WT21 (Mar 26, 2012)

Wow! Just Wow!

Bravo to the folks who scored a pre-order. I bet there are ZERO cancellations on pre-orders in the UK, now through release.

0 upvotes
Tape5
By Tape5 (Mar 26, 2012)

That's great! Thanks to Nikon the resolution and ISO talk has shifted to currency and monetary policy talk!! Ah and the cost of discount air travel.

0 upvotes
D1N0
By D1N0 (Mar 26, 2012)

You still get and amazing piece of equipment for the price. Don't forget it will be sold under msrp. In holland the shops seem to have decided on €2899,- for the D800.

1 upvote
O5iris
By O5iris (Mar 26, 2012)

What a stupid error... If this is really only an UK thing then UK buyers are in a strong disadvantage comparing to other EU countries.
But to view this through another angle... why not buy EU, guys? It's a (+-) free market.

0 upvotes
Richard
By Richard (Mar 26, 2012)

The British sure get the shaft. When I convert the 2500 pounds to dollars. It would be $4119.42 Do you then have to add VAT tax to that? I am not sure how UK works. Americans buy that camera for $2999.99 if you buy it online. If you buy it locally you pay close to 7 percent state sales tax, or 3210.00

I guess you guys have to pay for that "free" health care system. Even your gas. I complain because our gas is now $3.65 for a gallon. I think that is why America broke awy from Britan, outragous taxes on tea. But don't worry, Obama keeps putting us deeper into trillions of dollars in debt and wants us to have a free health care system like the UK. I am afraid our taxes are going to skyrocket as well. Maybe someday our cost of living will be as high as the Brits.

0 upvotes
zeepyOne
By zeepyOne (Mar 26, 2012)

Price of D800 is £2600 over here, that is inclusive of tax (VAT is 20%). For D800E even more scary at £2900!

0 upvotes
zigi_S
By zigi_S (Mar 26, 2012)

You get everything cheaper because of the petrodollar, where other nations subsidize US consumption. Don't worry. Once it ends, u'll get the right price.

1 upvote
Gazeomon
By Gazeomon (Mar 26, 2012)

'Internal systems error?'. It took 5 weeks for Nikon UK to discover that??
They are a bunch of incompetent rip off merchants!!

4 upvotes
EssexAsh
By EssexAsh (Mar 26, 2012)

Internal systems error my ass. How long was the D4 on the shelves at that price before we are to believe someone at nikon noticed the price tag?

Opportunistic greed is all it amounts to.

Glad i got mine at the "correct" price though on day 1, its lovely :) and well done anyone getting it even cheaper from one of the amazon bounces.

7 upvotes
andy forey
By andy forey (Mar 26, 2012)

interesting to know that the pound has become a lot stronger over the last few months againts the yen.

0 upvotes
Henry M. Hertz
By Henry M. Hertz (Mar 26, 2012)

http://www.osnews.com/story/13882/Price_Differences_Between_Europe_US/

this article is from 2006

it was always that way.... and has nothing to do with how strong or weak the dollar is. i have to pay 50% more for my CAD software then peopel in canada or the USA.

Comment edited 2 times, last edit 4 minutes after posting
1 upvote
elboertie2
By elboertie2 (Mar 26, 2012)

The Pound has not increased in strength, but the Yen has gotten weaker. Their central bank intervened and flooded the market with billions of Yen, thereby diluting the strength of the existing pool.

All currencies are only getting weaker, they never get stronger, not even against each other. They only get weaker against each other and all get weaker against sound money: gold and silver. This is a game of illusion to play for us.

0 upvotes
bradleyg5
By bradleyg5 (Mar 26, 2012)

QQ in the UK. That's what you get for having weak currency! Blame your banks not Nikon.

You guys should just get it over with and adopt the US dollar, pound is basically worth as much.

0 upvotes
Henry M. Hertz
By Henry M. Hertz (Mar 26, 2012)

lol.. you either have no clue or your just st*pi*.

it was always that way.... and has nothing to do with how strong or weak the dollar is.

Comment edited 2 minutes after posting
0 upvotes
WT21
By WT21 (Mar 26, 2012)

The dollar has been (and will likely continue to be) on a loooong slide. China and other countries are pulling out using the US as reserves. Our inflationary policy has not hit yet. It will.

0 upvotes
zeepyOne
By zeepyOne (Mar 26, 2012)

Riff-off Britain! Why something that is US$3000 in USA costs £2599 (US$4120) in UK?! Are we an easy target or something?

3 upvotes
Henry M. Hertz
By Henry M. Hertz (Mar 26, 2012)

http://www.osnews.com/story/13882/Price_Differences_Between_Europe_US/

this article is from 2006 !!

it was always that way.... and has nothing to do with how strong or weak the dollar is. i have to pay 50% more for my CAD software then people in canada or the USA.

Comment edited 2 times, last edit 5 minutes after posting
3 upvotes
Vegasus
By Vegasus (Mar 26, 2012)

My dream of having a D800 has shuttered!

0 upvotes
abolit
By abolit (Mar 26, 2012)

it's a bull$hit..

7 upvotes
ZAnton
By ZAnton (Mar 26, 2012)

I dont understand this. Instead of demolishing Canon with its better and cheaper camera and taking the bigger market share, Nikon makes prices higher.
It is probably the consequence of the temporary hired manager CEO, who only care about the short term profits. So they get the maximal Bonus and just get away with it.

Comment edited 1 minute after posting
0 upvotes
Gary M L
By Gary M L (Mar 26, 2012)

I can understand the price of the D800 being hiked due to demand/competition being more expensive. But why the D4 as well, surely that's going down a tried and tested path where demand is well known; unless they hit a snag with the D3X replacement which means D4/D800 combo will be on top of the Nikon pile for longer than anticipated. 'Short term CEO, with short term interests' appears to be a realistic explanation, but who are you referring to? (Apologies if this is well know by everyone bar me :-) ).

0 upvotes
Antony John
By Antony John (Mar 26, 2012)

All big corporations talk and agree on 'price/performance' basis. Probably Canon will decrease prices and Nikon have increased to achieve parity?

0 upvotes
Earthlight
By Earthlight (Mar 26, 2012)

Internal system error called 5D MkIII?

27 upvotes
jtwz8975
By jtwz8975 (Mar 26, 2012)

What's the price of a MkIII over there?

0 upvotes
Earthlight
By Earthlight (Mar 26, 2012)

The biggest pro retailer chain took preorders at a whopping EUR 3799...

0 upvotes
jtan163
By jtan163 (Mar 26, 2012)

Sounds like a demand estimation error to me. The cameras are getting gushing reviews, lots of people want them.
Of course there was a "systems" error...

5 upvotes
Henry M. Hertz
By Henry M. Hertz (Mar 26, 2012)

lol.... either nikon is to stupid to calculate the price or they have seen how well the 5D MK3 sells and thought we can make more money too.

5 upvotes
CameraLabTester
By CameraLabTester (Mar 26, 2012)

Hmmm... the pre orderers aren't posting.

They're smiling...

.

3 upvotes
u007
By u007 (Mar 26, 2012)

Utter BS. System error my ass

They priced THREE cameras wrong. Not one, but ALL of them.

And people were pre-ordering for 5 WEEKS before Nikon UK noticed that the price was too low? Rubbish. That's a total lie. I could maybe understand if they realised after 1-2 days, but not 5 weeks and thousands of pre-orders.

And then they have the cheek to call it an "unfortunate mistake" and make it sounds like they're doing us some good by correcting it- paying £200 less doesn't sound unfortunate to me.

Comment edited 6 minutes after posting
10 upvotes
Henry M. Hertz
By Henry M. Hertz (Mar 26, 2012)

of course they are lying.. or they are all on crack or have an IQ of 60.

4 upvotes
ashwins
By ashwins (Mar 26, 2012)

Shame on you, Nikon!

2 upvotes
SnapHappy32
By SnapHappy32 (Mar 26, 2012)

Henry.

Or all of the mentioned.

To paraphrase a favourite movie of mine - does Marcellus Wallace look like a ....?

0 upvotes
JadedGamer
By JadedGamer (Mar 26, 2012)

What does an image quality of 60 mean?

Oh, wait, the other type of IQ... :)

0 upvotes
GianMarco Tavazzani
By GianMarco Tavazzani (Mar 26, 2012)

Why should we accept to be treated like idiots with prices like "2599.99" instead at a clear and honest "2600", also without that ridicolous ".00"?
How many sons have I? 1 or 1.00? Or, to be 'a la page', even "0.99 sons"???
We should scream loud to NOT LIKE to be considered so cheap to confuse "2599.99" with "2500", buying easier a "2599.99" product than a serious "2600" one!!!!!!
GianMarco Tavazzani

15 upvotes
sravpes
By sravpes (Mar 26, 2012)

You've been LISEd :)

0 upvotes
Tape5
By Tape5 (Mar 26, 2012)

Obviously many posters love Nikon's Local Internal Systems Error

I suggest we have an acronym for it : LISE

What a coincidence !

9 upvotes
sravpes
By sravpes (Mar 26, 2012)

Definitely, we need an extra serious competitor in this segment.
Maybe Sony one day...

4 upvotes
Just a Photographer
By Just a Photographer (Mar 26, 2012)

Sony has a diffrente strategy building up market share in the mirrorless segment.

0 upvotes
pwmoree
By pwmoree (Mar 26, 2012)

some day all of you wil have a mirrorless camera for professional work. I guess it will take two years at the most.(not talking to film users of course;-))

0 upvotes
CFynn
By CFynn (Mar 26, 2012)

Sony need to make some good quality lenses for their mirrorless system first. A nice system, but right now it is crippled by the lack of a decent range of good E-mount lenses.

Comment edited 1 minute after posting
2 upvotes
JadedGamer
By JadedGamer (Mar 26, 2012)

Not only the mirrorless NEX cameras, they also push their SLT (semi-transparent mirror tech) camera line using the alpha-SLR mount.

I think we can count Sony as the #3 in the DSLx market.

0 upvotes
Richt2000
By Richt2000 (Mar 26, 2012)

More like when they saw Canon had priced the 5d3 at £3k, they thought they could get away with increasing thier proftits...

21 upvotes
JohnMatrix
By JohnMatrix (Mar 26, 2012)

Ha - "Local internal systems error", what a load of bull. No point in complaining though. If you don't like their practices, then don't buy Nikon. Simple.

2 upvotes
Hauer
By Hauer (Mar 26, 2012)

Nikon's new strategy to get their products in the spotlight?
Shame on you, Nikon! Financial greed is a short-term strategy...

Comment edited 2 times, last edit 2 minutes after posting
8 upvotes
tt321
By tt321 (Mar 26, 2012)

It's a nice trick to play. If you do this enough times, then in the future pre-ordering will become a more persistent practice...

4 upvotes
Henrik NJ
By Henrik NJ (Mar 26, 2012)

I'm excited to see what will happen to the rest of EU.

In Denmark D800 is listed at DKR 17995 - 18745 = UKP 2023 - 2108
In Sweden D800 is listed at SEK 24990 = UKP 2341
In Germany D800 is listed at €2899 = UKP 2424

It can't only be in the UK they have made a "mistake" on the price if that's their excuse, it will be in the whole EU.

Comment edited 6 minutes after posting
3 upvotes
Just a Photographer
By Just a Photographer (Mar 26, 2012)

Don't agree with that.
UK is not holding strong against the Euro. Whereas Denmark is.

The British Pound has nearly lost over 50% of its value against the Euro in the last 6 years. Although Europe has its own financial crisis the UK has bigger problems to keep up with Europe's economy then those countries that are within the Eurozone.

2 upvotes
CriticalI
By CriticalI (Mar 26, 2012)

But these prices take exchange rate into account. No reason why UK should be so much more than the rest of the EZ.

Besides I travel frequently to Europe the ££ rate is improving against the Euro slightly at the moment, not the other way.

Basically, no excuse for UK price. Perhaps I should visit Denmark for a summer break?

1 upvote
CFynn
By CFynn (Mar 26, 2012)

So I hope people in the UK who want to order online just order from another EU country where the rate is cheaper. Cameras from any EU country can be imported duty free and there is nothing Nikon or Nikon UK can do to stop this. If they even tried they would be in serious breach of EU trading regulations.

4 upvotes
elboertie2
By elboertie2 (Mar 26, 2012)

As mentioned above, or by hopping accross the channel and purchase one the old-fashioned way directly in a shop.

1 upvote
Gary M L
By Gary M L (Mar 26, 2012)

Anyone know where you would stand warranty/repairs wise with taking the EZ route (based on buying it on the high street)? I.e. would I need to ship it back to the country I bought it from to get repairs? If so would it need to go back to Nikon France (for example) for repair, or can you force them (under EZ) to have it repaired (/or at least post to) your nearest centre (i.e. UK address)?

0 upvotes
CFynn
By CFynn (Mar 26, 2012)

Certainly you could send a camera back to Nikon in the EU country where it was purchased to have it repaired.

It might not be necessary though, as the EU would likely take a pretty dim view of Nikon in one EU country failing to honor the warranty of a Nikon camera purchased in another EU country. That could be construed as trying to force customers purchase only in their own country which would be against EU regulations.

However they might be able to get away with it until someone actually files a complaint.

There is also an EU directive which requires retailers to refund or replace faulty goods, even after the stated guarantee periods have ended. The EU rule says you can take goods back up to two years later and obtain a replacement, even if the guarantee has expired.

Also, if you order a camera from Italy, I think you get a 4 year warranty under their laws. Even if their prices are not the cheapest, it might be worth purchasing from there just to get the 4 year warranty.

Comment edited 4 times, last edit 9 minutes after posting
2 upvotes
CFynn
By CFynn (Mar 26, 2012)

@Just a Photographer

Six years ago today the UK£ was worth 1.4470132358 Euros. Today it is worth 1.1958332889 Euros. While the value of the Pound vs the Euro has dropped over that time, it is only by about 18% ~ which is nowhere near the 50% you stated.

More to the point, the value of the UK£ has actually risen by about 7% vs the Japanese yen in the two months since the original price was announced by Nikon. So, even without the price rise Nikon UK just announced, they should still be making more money on each camera.

Comment edited 6 times, last edit 10 minutes after posting
2 upvotes
Tapani Tarvainen
By Tapani Tarvainen (Mar 26, 2012)

> Anyone know where you would stand warranty/repairs wise with taking the EZ route (based on buying it on the high street)? I.e. would I need to ship it back to the country I bought it from to get repairs?

In theory, the legally mandated warranty, i.e., what consumer rights laws give you in EU, falls primarily to the shop you bought it from, not the manufacturer, and so you might have to ship it back to wherever you bought it. And as for any warranty beyond what the law requires, well, it's can be anything - you'll have to read the small print to know.

In practice, however, big manufacturers generally take care of their own. Canon promises to honour their warranty within EU but not beyond, i.e., stuff brought from the USA is not covered - but in practice it may still be - I have personal experience here, taking a US-bought Canon camera to a local Canon service facility. I have also heard that Nikon is just as good with their repairs - but the law doesn't require it.

0 upvotes
maico
By maico (Mar 26, 2012)

Henrik NJ, Denmark has the highest tax rate in the World. Last time I checked it was over 100% on cars ! Also high on some luxury goods. What is the tax rate on cameras and does your Danish figure include it ? ?

Comment edited 2 minutes after posting
0 upvotes
Henrik NJ
By Henrik NJ (Mar 26, 2012)

maico

You're absolutely right about the high danish taxes and moms (like vat). We pay about 180% on cars !!!! The prices in Denmark is including moms, and there is no extra tax on still-cameras (under 30 min video-recording). Unlike many other things, cameras have always been cheap (not cheap enough) in Denmark compared to other EU-states.

0 upvotes
Just a Photographer
By Just a Photographer (Mar 26, 2012)

Basically nothing changes as within three month from now we can expect lower prices for the D800. By raising those prices now. Nikon can maintain a bigger profit for longer time.

However its good to know that those who pre-ordered will not have to pay a higher price.

Nikon is just leveling demand.

Comment edited 2 minutes after posting
0 upvotes
Tape5
By Tape5 (Mar 26, 2012)

Well done Nikon !! Local internal systems error? Oh that's ok then.

Time to visit your second cousins in Toronto where the same D800 is sold for seven hundred pounds cheaper !! at 1900 pounds !

That way you can photograph the falls as well !

This world is getting funnier by the day.

Comment edited 15 minutes after posting
5 upvotes
Rubenski
By Rubenski (Mar 26, 2012)

Simply buy a cheap ticket and buy your gear in the USA of Canada or whatever and save a bundle.

3 upvotes
NFR
By NFR (Mar 26, 2012)

'internal system error'

I got to remember this next time I have to correct my self!

6 upvotes
Tim S
By Tim S (Mar 26, 2012)

D800e?

0 upvotes
sravpes
By sravpes (Mar 26, 2012)

To be little bit closer to Canon's prices?

0 upvotes
Thanatham Piriyakarnjanakul
By Thanatham Piriyakarnjanakul (Mar 26, 2012)

May be Canon is behind this story. :)

0 upvotes
Thoughts
By Thoughts (Mar 26, 2012)

Duopoly almost in this sector

Comment edited 1 minute after posting
4 upvotes
George Payne Jr
By George Payne Jr (Mar 26, 2012)

Why all the tears? No one is forcing you to buy Nikon products! This is a free world and you have options. Don't like what Nikon is doing, go over to Canon. Most of the people crying here will continue to support Nikon, and will continue to bellyache about the pricing. As a business owner, I have the right at anytime to raise or lower my pricing...that is a choice I have. People will either see value in my product or move on. You should do the same!!!

0 upvotes
mbot
By mbot (Mar 26, 2012)

I love it when companies like Nikon starting taking customers for granted, great strategy, publish initial pricing and see how the market reacts, if it exceeds expectations then up the price, they are so obvious its ridiculous, how stupid do they think we are.
Anyway it gives opportunity for competing brands who are just as capable and give us more for less. Pentax and Samsung and Sony can just jump in like vultures and feast on the customers who want better value for money.
Anyway, official announcement, the D800 has got severe moire problems with its video, not preproduction issues, but part of the final production units, so don't say you weren't warned Nikon dweebs. Therefore it is useless to me and even bad for amateurs. In fact, even the Canon 60D replacement will out perform this D800 at 1/3rd the price, Nikon will have to be taught a lesson not to blaspheme, there profits will plummet. Bring on the Canon 60D and 600D replacements, i'll be buying those, much better video!

0 upvotes
PaoloTag
By PaoloTag (Mar 27, 2012)

On the other side... Sigma refunds early SD1 buyers:

"Sigma's refunding the difference, in lens credits, to those who paid more for the SD1 early on."

Here: http://theonlinephotographer.typepad.com/the_online_photographer/2012/03/dealz-dealz.html

0 upvotes
Total comments: 300
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