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Hasselblad announces 24MP Lunar - an 'ultimate luxury' mirrorless camera

By dpreview staff on Sep 18, 2012 at 13:59 GMT

Photokina 2012: Hasselblad plans to release a mirrorless interchangeable lens camera utilizing Sony's E-Mount. The Hasselblad Lunar, which is expected to cost around €5000 (~$6500) appears to share a lot of technology with Sony's recent NEX-7 model, including the same 24.3MP CMOS sensor, OLED 'True Finder' EVF, and the 'TriNavi' navigation system. The Lunar, which is set for launch in the first quarter of 2013, will be available 'in a choice of standard models plus a variety of exclusive hand grips and precious materials on special order.'


Press release:

Hasselblad plans Lunar launch

Hasselblad, manufacturer of the world’s most advanced medium format camera system, has announced a revolutionary plan to market a state-of-the-art, Italian-designed ‘ultimate luxury’ mirrorless, interchangeable lens camera early next year.

Luca Alessandrini Hasselblad’s New Business Development Manager said: “The Lunar is a celebration of the passion that the company’s founder Victor Hasselblad had for photography. 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 shooting with a Hasselblad.”

He added: “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 fiber, 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.”

The Lunar, which is set for launch in the first quarter of 2013, will be priced circa 5000 Euros and will be available in a choice of standard models plus a variety of exclusive hand grips and precious materials on special order.

Hasselblad will showcase a unique ‘Lunar experience’ at photokina. Visitors to the stand (Hall 2.1 Stand A-021/B-020) will see a ‘snapshot’ of latest work-in-progress designs and wood- en models, purpose-built to demonstrate the company’s pioneering ‘ideal luxury’ camera vision.

Dr. Larry Hansen, Hasselblad Chairman and CEO said: “It has always been my ambition to enable all fans of the iconic Hasselblad brand to have an opportunity to own one of our cameras. The company mission is to develop exceptional products at the very top end of the market segments in which we operate. In 1962 astronaut Walter Schirra took the first Hasselblad camera into space. Walter had painted the 500C’s metal surface black to minimise reflections. Now, in celebration fifty years later, we have developed Lunar – an aesthetically and ergonomically beautiful piece of camera art, complete with colour options and an evocative vintage look and feel, for photography lovers down here on planet Earth.”

Key Lunar features will include:

  • DSLR-like performance thanks to the highest technology APS-C 24.3 MP sensor with 25AF points focusing matched to an Ultra fast Processor with real time image process ing and accurate RAW to JPEG translation.
  • Accurate composition for both still and video in any light conditions thanks to the Ultra-bright 3” high definition display and revolutionary OLED viewfinder that guarantees superior contrast and ultra fast response.
  • One-touch instant full HD video recording to shoot in Auto or fully manual mode. Focus and exposition control plus the connection for an external microphone and the option to use larger A-mount lenses for professional video creation.
  • Instant shutter response (0.02 second release time lag) ten frames per second and an extremely Wide ISO 100 -16000 range.
  • The camera software includes an exceptionally comprehensive set of creative styles, picture effects, scene selections and the smart ”intelligent face registration” making the shooting experience even more fun.
  • Auto HD, DRO and Anti-motion blur mode.
  • An Innovative TriNavi system for DSLR-like tuning, two flash options and Anti dust system complete the Lunar state-of-the-art package.

Added Dr. Hansen: “This new model is the result of meticulous engineering research, culminating in the creation of an unprecedented camera which underpins the Hasselblad mission to pioneer and produce supreme quality across all our products.”

Additional Images:

Comments

Total comments: 757
56789
WolfyWho
By WolfyWho (Sep 18, 2012)

Did we just get punk'd? Where's Aston?

1 upvote
WolfyWho
By WolfyWho (Sep 18, 2012)

*Ashton

0 upvotes
BeanyPic
By BeanyPic (Sep 18, 2012)

Something that will be worth nicking more than any Smart Phone. Don't shoot alone with this camera ;)
This will e the camera every Pro Footballer will have on their holidays.... Oh and every Russian oligarch...

Comment edited 2 minutes after posting
1 upvote
peevee1
By peevee1 (Sep 18, 2012)

This one looks and feels and works like luxury - unlike the obvious junk Leica sells at insane prices.

6 upvotes
hoggdoc
By hoggdoc (Sep 18, 2012)

And you know this HOW?

1 upvote
LensLineup
By LensLineup (Sep 18, 2012)

oh dear ... what were they thinking?

0 upvotes
hoggdoc
By hoggdoc (Sep 18, 2012)

They weren't!

1 upvote
BobYIL
By BobYIL (Sep 18, 2012)

I think Hasselblad lately loosing business and their engineers went idle.

0 upvotes
Tape5
By Tape5 (Sep 18, 2012)

It is designed to blend in your environment and make you feel at home when you are shooting the ghettos.

1 upvote
JadedGamer
By JadedGamer (Sep 18, 2012)

Amazing, you would think this was the first time some people here have been exposed to luxury goods. This is in "if you have to ask the price you cannot afford it" territory, it's not for you and me. Accept it and move on. Do you yell at Rolls Royce for making expensive cars? No, you just buy something else.

1 upvote
Joseph S Wisniewski
By Joseph S Wisniewski (Sep 18, 2012)

If Rolls Royce stuck big steer horns and leather fringe mudflaps on a Ford Fiesta, gave it a Rolls Royce logo, and charged $100,000 for it, yes, we'd yell at them.

To toss your own comment back at you, do you have any experience with successful luxury goods?

5 upvotes
hoggdoc
By hoggdoc (Sep 18, 2012)

Yes but at least there is quality in the RR product. This is a re-packaged SO SO Sony consumer camera. What am I saying a Luxes is a Toyota in disguise.

0 upvotes
Plastek
By Plastek (Sep 18, 2012)

"So so Sony camera"??? Dude, you should really try it. So far it's one of the best mirrorless cameras on the market. No idea why comparison to Toyota. It's more like a BMW of a mirrorless.

0 upvotes
love_them_all
By love_them_all (Sep 18, 2012)

First you laughed at the $2700 RX1. Then you should cry about the $6500 APS-C Lunar.

1 upvote
DigitalPowerShot
By DigitalPowerShot (Sep 18, 2012)

The full frame RX1 looks now very affordable... Sony is the laughing winner...

0 upvotes
Shamael
By Shamael (Sep 22, 2012)

Let's wait and see. The RX1 is a huge design, make it with a 24-50zoom, full pocketable and sell it half price and it sells like fresh baked muffins. Compliments to Sony for that one, despite the price. A Zeiss lens of the kind is a 1800$ without the RX1 behind it, but, who asked for design and that lens anyway. It makes out of this camera what it should not be on one side and much more than it should be on the other. Not a tourist P&S and to good to be one.

Comment edited 28 seconds after posting
0 upvotes
Bearsdenoboe
By Bearsdenoboe (Sep 18, 2012)

Love those soft Sony lenses!

3 upvotes
Alec
By Alec (Sep 18, 2012)

Yeah Zeiss especially

3 upvotes
Tape5
By Tape5 (Sep 18, 2012)

A complete act of Lunar'cy.

3 upvotes
hoggdoc
By hoggdoc (Sep 18, 2012)

Hence the name?

0 upvotes
spidermoon
By spidermoon (Sep 18, 2012)

Silly, they don't pimp lenses. Silver lense on brass colored body is a major design flaw :)

1 upvote
SDPharm
By SDPharm (Sep 18, 2012)

Agree. Also, never, ever attach a Sony badged lens on such a camera. That should be outlawed.

1 upvote
peevee1
By peevee1 (Sep 18, 2012)

They will sell Zeiss lenses handpainted by Swedish engineers. :)

1 upvote
bdery
By bdery (Sep 18, 2012)

Pentax did that in the past. Gold camera and lens, with crocodile skin in some places. Now it's a hugely expensive collectible ;)

0 upvotes
Mr Fartleberry
By Mr Fartleberry (Sep 18, 2012)

Should work out as well as the colored cameras Hass came out with when they were desperate in the nineties.

3 upvotes
AbrasiveReducer
By AbrasiveReducer (Sep 18, 2012)

Now, I wish I had gone to Photokina. I knew there wasn't going to be anything besides the XE-1 and the FF cameras but this...this would have made my trip!

I wonder how Alpa will respond....

3 upvotes
cgarrard
By cgarrard (Sep 18, 2012)

I can't help but think of this quote from the movie Dodgeball:

"I just threw up in my mouth a little"

-Carl

P.S. Lunar- yep, it belongs on the moon.

Comment edited 9 minutes after posting
5 upvotes
neil bryant
By neil bryant (Sep 18, 2012)

I'm gonna collect all the different handgrips.

0 upvotes
Richard Butler
By Richard Butler (Sep 18, 2012)

Good luck with that - there are LOTS on show.

0 upvotes
landlover
By landlover (Sep 18, 2012)

TELL ME IT'S APRIL THE FIRST ...PLEASE!!!!!!

3 upvotes
Joseph S Wisniewski
By Joseph S Wisniewski (Sep 18, 2012)

OK. It's April first. No foolin'

0 upvotes
Paulo Ferreira
By Paulo Ferreira (Sep 18, 2012)

Lunar or... lunacy?

2 upvotes
mike kobal
By mike kobal (Sep 18, 2012)

aahahahahahahaha ahh ahahahahaha
sorry couldn't help it

8 upvotes
Joseph S Wisniewski
By Joseph S Wisniewski (Sep 18, 2012)

OK, let me get this straight. Leica redesigns the M, adding useful capabilities, improving performance, and manages to lower the price $50 in the process (which is big news for Leica) while actually making an already beautiful camera even a little better looking.

Meanwhile, Hasselblad figures out how to take a good looking, functional NEX-7, drown it half to death in a big pool of ugly, and skyrockets the price to the same level as a Nikon rangefinder...

3 upvotes
AbrasiveReducer
By AbrasiveReducer (Sep 18, 2012)

A black Nikon SP with 20mm and 25mm lenses!

0 upvotes
QuarterToDoom
By QuarterToDoom (Sep 18, 2012)

If it works for car manufacturers Ford/Lincoln Nissan/Infinity Toyota/Lexus I guess someone is thinking this will work for cameras.

1 upvote
spidermoon
By spidermoon (Sep 18, 2012)

It's works for normal car, here it's more "pimp my cam", except the 3000w subwoofer in the trunk.

0 upvotes
ryansholl
By ryansholl (Sep 18, 2012)

I'll give 10 to 1 odds that Hassy manages to FIX THE VIDEO BUTTON

1 upvote
KitHB
By KitHB (Sep 18, 2012)

Wood shouldn't appear on any camera smaller than 4"x5" format.

4 upvotes
Hugo808
By Hugo808 (Sep 18, 2012)

Quite the oddest contraption I have ever seen. Doubt they'll have many takers.

0 upvotes
audijam
By audijam (Sep 18, 2012)

like sony nex 7 got gangbanged by aliens and predators...

26 upvotes
Cytokine
By Cytokine (Sep 18, 2012)

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"

1 upvote
Tony Bonanno
By Tony Bonanno (Sep 18, 2012)

This is really sad. Hassy must really be desperate. Fuji cameras are looking better all the time.

2 upvotes
billmary
By billmary (Sep 18, 2012)

My mother always said: if you can't say anything nice, don't say anything. So; wow theses are great, now I know what my future nightmares will be about, and; I can't wait to show these to our grandchildren, they love horror shows.

2 upvotes
Maurizio Mancioli
By Maurizio Mancioli (Sep 18, 2012)

I would never, ever expect such a mistake in all senses from Hasselblad. While I understand their wish to conquer new markets capitalizing on their brand's name, this postioning strategy (disguising a NEX-7) is very very poor. The design is hideous. The original NEX-7 is much more sober, "honest" and pro-looking. The public they're aiming with such a price tag is not a fool !!

2 upvotes
DigitalPowerShot
By DigitalPowerShot (Sep 18, 2012)

They could make "501C" type camera with FF for this price. I expected a FF rangefinder to really compete with Leica M... But this is really crazy... This price for APS-C?!? Who will buy this camera instead of the NEX?!?

0 upvotes
jcmarfilph
By jcmarfilph (Sep 18, 2012)

Those buttons are ugly. Kinda like plastic switches of a toy.

0 upvotes
mgatov
By mgatov (Sep 18, 2012)

This is no different than the fops who buy Hermes edition Leicas.

4 upvotes
Marafona
By Marafona (Sep 18, 2012)

Now you know how to find an idiot among a bunch of photographers..he will be carrying the freakiest camera ever made!! :))

2 upvotes
marike6
By marike6 (Sep 18, 2012)

6500 USD (5000 Euro) for an APS-C camera that looks like a space craft crashed into a coffee table? You could buy a D800 and 2 or 3 premium lenses, a markedly better investment.

I'm a huge fan of Hasselblad MF film cameras, but they seem to really be lost in recent years.

7 upvotes
SDPharm
By SDPharm (Sep 18, 2012)

> 6500 USD (5000 Euro) for an APS-C camera that looks like a space craft crashed into a coffee table?

Very well put. You should be an art critic. :) With description like this, they should be able to sell quite a few of these. Why buy another D800? Everyone has one already. Boring.

0 upvotes
Imagefoundry
By Imagefoundry (Sep 18, 2012)

this is a historic moment, I think. Decades later we'll be talking about what made HB go bankrupt and everyone would be saying "remember when they introduced Lunar at photokina2012?"

2 upvotes
micahmedia
By micahmedia (Sep 18, 2012)

I dunno, I think that the majority of people who own 'blads anymore are just the type to own this gear. There are a couple working professionals but, as with Leica, they are not the main source of sales for Hassy.

1 upvote
peevee1
By peevee1 (Sep 18, 2012)

Hasselblad was bankrupt several times already.

1 upvote
deleted_081301
By deleted_081301 (Sep 18, 2012)

latest news on Hassleblads newest partner http://www.dpreview.com/galleries/5975182347/photos/2219821/holga-blad-h4-pan

1 upvote
onlooker
By onlooker (Sep 18, 2012)

NEX in drag, brought to you by the design studios of Dennis Rodhman.

6 upvotes
Danel
By Danel (Sep 18, 2012)

Ugly is the word. Another word that comes to mind is hideous. Oh well. The world is full of all kinds of people, and maybe somewhere there are a few people who would like one of these.

4 upvotes
sauchiyong
By sauchiyong (Sep 18, 2012)

I think this is a joke, but it will not be a joke when e-mount take full frame... I can see what is coming. I mentioned hasselblad when I talked about the Sony fixed 35mm lens with leaf shutter. I think hasselblad is ready to move to ff 35mm for pro use. Everybody complain about the high price of the ff Sony fixed lens camera. Wait til u see the hasselblad version of it... A hasselblad 35mm ff camera with leaf shutter interchangeable lens is coming. And Sony will also sell under Sony label.

1 upvote
Chaitanya S
By Chaitanya S (Sep 18, 2012)

if that hand-grip is actually polished wood then this camera would be crap and only fools who buy such cameras (including Leica C-Lux and D-Lux) as a fashion statement would buy it.

0 upvotes
gdfthr73
By gdfthr73 (Sep 18, 2012)

The designer should be shot.

0 upvotes
thewhitehawk
By thewhitehawk (Sep 18, 2012)

Did Hasselblad miss the memo that you shouldn't unveil exoteric camera designs a day after Leica announces a new high-end viewfinder body?

0 upvotes
KonstantinosK
By KonstantinosK (Sep 18, 2012)

The Aston Cygnet of cameras...

1 upvote
Alberto Tanikawa
By Alberto Tanikawa (Sep 18, 2012)

Über fugliness!

0 upvotes
Cameron R Hood
By Cameron R Hood (Sep 18, 2012)

the rich get richer...and weirder...if they have this kind of money to spend, it should be going to the AIDS crisis in Africa, or reducing hunger, etc., not Gold cameras with exotic hardwood handles. Disgusting...fiddling while Rome burns...

5 upvotes
Rawmeister
By Rawmeister (Sep 18, 2012)

It's a sad sad world we live in

4 upvotes
shahid11235
By shahid11235 (Sep 18, 2012)

This is the ugliest camera I've ever seen.

1 upvote
Joseph S Wisniewski
By Joseph S Wisniewski (Sep 18, 2012)

Google koni-omega

2 upvotes
Henning W
By Henning W (Sep 18, 2012)

But part of the ugliness of the Koni-Omega was what made it work so well.

0 upvotes
SmallSensorMan
By SmallSensorMan (Sep 18, 2012)

Crikey that makes my mother- in- law look good and she is UGLY!!!

2 upvotes
tkbslc
By tkbslc (Sep 18, 2012)

Be careful about insulting your mother-in-law as that's pretty much a future glimpse of your wife!

1 upvote
The Jacal
By The Jacal (Sep 18, 2012)

This camera is ugly, and my mother in law is hot!

0 upvotes
raylob
By raylob (Sep 18, 2012)

So my Pentax K-01 looks quite respectable! Now I can use it in public!
Ray :-)

2 upvotes
gingerbaker
By gingerbaker (Sep 18, 2012)

Yes, very few of us will want a $5000 NEX-7. But what if this was $200.00 option?

There is quite an accessories aftermarket in the auto industry, and it appeals to more than a few psychological profiles. There are those who want to hot-rod their 'rides', others who like the idea of replacing some sterile interior plastic surfaces with the sensuality of rich wood. Mini owes a lot of their success to their decision to market individual customizations of interior and exterior options as a 'cool' exercise in expressing ones individuality.

And yet we have a 55 billion dollar camera industry with almost zero marketing of this aesthetic concept. Most customizations are utilitarian. About all we see marketed by manufacturers are a few cameras with a choice of exterior colors.

Given today's computer-assisted 3-D scanning and 3-D sculpting technology, I am curious how successful a business model built around these ideas would be. $55 billion is a gigantic market.

1 upvote
Michael J Davis
By Michael J Davis (Sep 18, 2012)

How can you resist those knobs? :-)

Alas! When a well-respected company produces an up-market product based on image alone, then I fear the end is coming!

0 upvotes
sharpdart
By sharpdart (Sep 18, 2012)

Suddenly, the Pentax K-01 looks attractive.

21 upvotes
Paphios
By Paphios (Sep 18, 2012)

Suddenly everything else I was considering seems a lot more reasonable.

13 upvotes
Total comments: 757
56789