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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
12345
kff
By kff (Sep 19, 2012)

here seems that Hasselblad was first before Pentax ... Who will be first in the MF mirrorless category and who will give larger than 5'' display with interchangable lens in the MF mirrorless category? Apple, Nokia or ... ?:)

Comment edited 58 seconds after posting
0 upvotes
Donnie G
By Donnie G (Sep 19, 2012)

Although I realize that rich people need their status symbols too, all I see is desperation in this proposed Sony/Hasselblad hookup. But good luck to you anyway.

1 upvote
Rage Joe
By Rage Joe (Sep 19, 2012)

Have to admit that this was the funniest announcement and the funniest discussion thread in the history of DPR. Got so many great laughs reading this!

2 upvotes
Boldarli
By Boldarli (Sep 19, 2012)

Indeed, I love the comments!

Now I can't wait for the new Leica by Sir Jonathan Ive. Should give reading as good as this.

1 upvote
Rage Joe
By Rage Joe (Sep 19, 2012)

Yeah, love the idea of combining that **zi Leica with charity. Yes Sir!

2 upvotes
Rage Joe
By Rage Joe (Sep 19, 2012)

By the way, Hasselblad was founded in 1941 and first it too was in the service of the Luftwaffe, a nice camera for the nazi bombers. Great reputation, Yes Sir, charity is what I see there too.

Comment edited 2 minutes after posting
1 upvote
Rage Joe
By Rage Joe (Sep 19, 2012)

"exclusive hand grips and precious materials on special order"

Special order:

Someone wanted one with a hand grip made of an albino elephant's foreskin. But that would be way too banal for me. Could you, please, manufacture one for me exclusively that's made of an albino elephant's rectum.

Comment edited 2 minutes after posting
1 upvote
CameraLabTester
By CameraLabTester (Sep 19, 2012)

Nobody will take these guys seriously after this...

Seriously.

.

2 upvotes
Joachim Gerstl
By Joachim Gerstl (Sep 19, 2012)

should be named lunatic

4 upvotes
Paul Farace
By Paul Farace (Sep 19, 2012)

Isn't this a bit early for the April Fool's edition?

2 upvotes
Joachim Gerstl
By Joachim Gerstl (Sep 19, 2012)

Ugly as sin and as useful as an Android smartphone with diamonds.

4 upvotes
odpisan
By odpisan (Sep 19, 2012)

Yesss - that is a right marketing idea for rich people tired of expensive & heavy Nikons & Canons, people which want something special.

They are tired of explaining to everybody on the yacht that: "... this Nikon has a full-frame sensor and it only looks like ordinary camera .." and than half an hour explaining what "full-frame sensor" is, to the friends which do know about photographing so much as nothing. . About design we do not need to speak, because such people do not have any taste for it anyway.

Here those friends will hear only short answer: "Hasselblad!" and they will know that this is something very expencive & that Nikon&Canon Co. are a piece of s**t comared with Hasselblad.
:o))))

1 upvote
Zvonimir Tosic
By Zvonimir Tosic (Sep 19, 2012)

What is worst in this story, is that Sony is obviously flattered; a total underdog in photo industry comes to be heavyweight champion by throwing random punches around, and today, a former champion giving the newcomer the kitschy belt of the champions. His time has gone, but he's still around and asks the kid to take a picture together. And the new kid loves it, loves flattery, loves attention, feels invincible.
It is Sony who has zero taste. Not Hasselblad; they are simply mocking them.

Comment edited 4 minutes after posting
0 upvotes
bowcoach
By bowcoach (Sep 19, 2012)

Sony is no underdog in the digital game. They've been at it a long time. They used to make all of Nikon's flagship sensors. Some say they still do.

0 upvotes
Rage Joe
By Rage Joe (Sep 19, 2012)

Yeah Sony is pretty great and this ridiculous Hasselblad makes them now look at least over six times better.

I have to confess, I used to shoot with those MF Hassles but boy am I glad those days are over!

0 upvotes
Stephen_C
By Stephen_C (Sep 19, 2012)

What, no precious stones for buttons?

0 upvotes
gsum
By gsum (Sep 19, 2012)

They aren't buttons - they are stoppers for the Gin and Tonic compartment.

1 upvote
Sebit
By Sebit (Sep 19, 2012)

Showing mock-ups (I'm judging by the look of dials) this bad means that they don't expect anyone from the target group to actually see it at photokina, I suppose. They'll show the final version on the Moscow Yacht Show or something...

0 upvotes
smatty
By smatty (Sep 19, 2012)

Hmmm, will my dentist choose this Hasselblad over his Leica M9?

0 upvotes
DamianS
By DamianS (Sep 19, 2012)

Neither. I think your dentist would grab a Leica S with a full set of lenses :)

0 upvotes
Lucafeb
By Lucafeb (Sep 19, 2012)

This is a marketing experiment that will inevitably end in tragedy...
Like those Vertu mobile phones...

1 upvote
MarkInSF
By MarkInSF (Sep 20, 2012)

Exactly what I was thinking. I hope Hasselblad studied that disaster, but it appears not well enough. Probably thought they would succeed because they were a great name already instead of a corporate parvenu like Vertu.

0 upvotes
xlynx9
By xlynx9 (Sep 19, 2012)

If it weren't for the price, and if the display models didn't look so tacky compared to the renderings (the bottom left one is starting to grow on me).... then maybe I wouldn't be laughing so hard right now.

Best. Photokina. Ever.

Comment edited 12 seconds after posting
2 upvotes
Great British Landscapes
By Great British Landscapes (Sep 19, 2012)

My god, it's beyond bad design it's ludicrous. Hasselblad in my view have pretty much the best name in the camera industry, but they quickly need to replace their design team to save the business if this is the future. This is nothing short of a embarrassing joke.

2 upvotes
JJJPhoto
By JJJPhoto (Sep 19, 2012)

The camera for people with more oil money than brains.

4 upvotes
Aram
By Aram (Sep 19, 2012)

now that's ugly...
It's like having a hardwood floor in your car :D

0 upvotes
kwojdyna
By kwojdyna (Sep 19, 2012)

Do they have a dimmed windows option too?

Comment edited 2 times, last edit 3 minutes after posting
1 upvote
Aleo Veuliah
By Aleo Veuliah (Sep 19, 2012)

This is a joke, Hasselblad is ruining their name.

Maybe only a few rich Arabs will buy this, only because they have money.

At this price there is the Leica M cameras and lenses with real good quality.

3 upvotes
aris14
By aris14 (Sep 19, 2012)

Sigma and Leica show the way... lol

0 upvotes
kwojdyna
By kwojdyna (Sep 19, 2012)

I do not agree with all the criticism here. In business you do not want to produce the best products but to make money.

If owners of Leica brand buy cheap crap from Panasonic, put their red dot Leica logo on it and find rich idiots who pay couple times more for it - why wouldn't they do that?

If owners of Zeiss brand put their logo on cellphones' and computer cameras' crappy PEEPHOLE and still find customers for premium lenses in the same time in spite of self-depreciating the brand to make some more money - they do that.

Leica and Zeiss are no longer valuable brands objectively, but on the market they are doing fine selling the rights of putting logos on crap. Hasselblad just wants to take their chance too. Too bad though...

P.S. Of course, I do not mean NEX as crap untill it's priced 10 times that what you can easily get it for...

Comment edited 2 times, last edit 5 minutes after posting
0 upvotes
JesperMP
By JesperMP (Sep 19, 2012)

"Leica and Zeiss are no longer valuable brands objectively"
Say what ..... !

2 upvotes
Aleo Veuliah
By Aleo Veuliah (Sep 19, 2012)

Crap is Hassellblad ask that money for a camera that cost 5x less.

At least Leica with Panasonic Lumix are not crap, at least the Panasonic Leica lenses that are fanous for superb quality, like the Sony Zeiss lenses.

This Hasselblad is usong the real crap lenses from Sony E mount.

2 upvotes
kwojdyna
By kwojdyna (Sep 19, 2012)

I am sorry, but Leicas are also all those V-Lux, D-Lux, C-Lux etc they are just Panasonic Lumixes with their tiny sensors - just toys more expensive that most real cameras.

Zeiss logo is carried by all my ridiculously tiny sensors cellphones and Logitech "camera" from a dollar store.

"No longer valuable brands" means a value for a customer - if you get products with those logos you cannot be sure to get any of good products anymore. In most cases you are getting a way overpriced toys or just cheap toys now...

Comment edited 2 times, last edit 4 minutes after posting
1 upvote
xlynx9
By xlynx9 (Sep 19, 2012)

Your argument is invalid. For that extra $5k, Leica offers style and a unique shooting experience. Hassleblad offers only ridicule and embarrassment. Even Hipsters who thrive on making the uncool cool like to do so frugally.

No one is going to buy it. It is too ugly.

Comment edited 35 seconds after posting
0 upvotes
kwojdyna
By kwojdyna (Sep 19, 2012)

Allright then, if I got lost. Which model of Leica series I mentioned gave you the style and unique shooting experience - D-Lux, C-Lux or maybe V-Lux?

1 upvote
Charrick
By Charrick (Sep 19, 2012)

I would feel sorry for those fools who have bought Leica cameras, except they obviously have a lot more cash than I, and they don't realize that they've been duped - that rangefinder technology should be much cheaper to implement than EVF technology. Taking away technology shouldn't triple, quadruple, or quintuple the price. That obviously doesn't make sense. But some people will buy a completely overpriced camera just because of that Leica logo.

Hasselblad made a big mistake. If they'd made this complete rip-off of a camera a rangefinder, rich people would be going ga-ga over it. "Wow! ANOTHER unique shooting experience!"

0 upvotes
inevitable crafts studio
By inevitable crafts studio (Sep 19, 2012)

i agree somehow, but everyone knows that the zeiss lenses in cellphones are different to zeiss movie primes, so what ?^^

also lwith eica, everyone knows there are cheap leica compacts that are rebranded panasonics, and again, so what?

the point of this specific camera is the incredible ugly design, not the fact that they rebrand, which they dont do, because they make a new body, thats a lot more than putting a red dot on a panasonic.

but again, for me its about design thats 1:1 taken from a disneys jules verne movie. its like captain nemos camera.

i mean yeah ok lets sell it to oil sheiks jippy, but why not make it look cool? thats what i cant understand. look at leica and just release a special ostrich leather/gold/platin/marble whatever camera every few month, for those people its about material prices, not design, so why not make it attractive for those that would buy it as a camera ?!

0 upvotes
kwojdyna
By kwojdyna (Sep 19, 2012)

Thank you all for the posts.

I can see there is some misunderstanding - I mentioned specified series of Leica (C,D,V-Lux) which are just cheap, tiny sensor plastic Panasonic Lumix toys with only 2 differences (logo and "unique feeling at a cash register").

I truly regard M9 as one of the best landscape cameras ever made though. It is overpriced too, but at least it is top quality.

Now - imagine that you bought this M-9 for $ 5000 or more. You recommend it for it's quality. A friend of yours who just wants a good camera for home use trusts you and looks for the brand you use. He or she gets V-Lux and pays the money that would get a real camera for. The picture quality turns out toyish.

Isn't it ruining down the reputation (theirs and yours) for a few dollars in a short time? Because in longer period market will not consider these brands to be more exceptional in any ways that Samsung, in my opinion of course...

Comment edited 12 minutes after posting
0 upvotes
Pandaemas
By Pandaemas (Sep 19, 2012)

Wow seriously those designs are very unexciting... I'm not sure what makes it "look" luxurious other than the use of wood and exotic leathers.

Again... wow... I'm speechless.

1 upvote
CaseyComo
By CaseyComo (Sep 19, 2012)

Tragic.

5 upvotes
danaceb
By danaceb (Sep 19, 2012)

What a stupid piece of crap, heads up to Hasselblad; the ONLY people interested in buying something with you name on it EXPECT a medium format sensor inside. No less!

0 upvotes
Kriwoel
By Kriwoel (Sep 19, 2012)

why not Digital Hasselblad X-Pan, will absolutely better than this $%#@$%#^...(whatever you call, alien NEX, Lunar, Mars, Pluto)
:-( still can't believe what they've done, it's suicide

Comment edited 5 minutes after posting
0 upvotes
George Veltchev
By George Veltchev (Sep 19, 2012)

“Honestly, I have seen more attractive gangrenous wounds than this. It has the sex appeal of a camel with gingivitis.” ... Jeremy Clarkson :)

4 upvotes
berze
By berze (Sep 19, 2012)

Check out lensrentals:
http://www.lensrentals.com/blog/2012/09/product-announcement-lensrentals-looney

9 upvotes
csfoto
By csfoto (Sep 19, 2012)

Oh! Now I love the new Habbelsad $$$ designed by Lensrentals Looney very, very much! Thanks for this great great recommendation.

1 upvote
Higuel
By Higuel (Sep 19, 2012)

AAAAAAAAAAAAAAAH!!!

THANK YOU for showing it to us!!!

VERY VERY good!!! :D

The guys at lensrentals are REALLY GOOD!!! :D

0 upvotes
Sad Joe
By Sad Joe (Sep 19, 2012)

Never been the same since they dropped the 500CM and Zeiss lenses - PLEASE Fuji (sorry Hasselblad) DITCH THIS AS A BAD JOKE !

0 upvotes
Sad Joe
By Sad Joe (Sep 19, 2012)

Is it April the 1st again?

1 upvote
gbvalli
By gbvalli (Sep 19, 2012)

Perhaps it will sale 1/1000 of traditional reflex market .

0 upvotes
draschan
By draschan (Sep 19, 2012)

luxury very often comes with bad taste. please hasselblad think this over. make a full frame mirrorless. use some hasselblad lens designs. or do something else which might be useful. this ist the worst thing I have seen in a long time. ugly, bulky. oil sheik design. this hurts my eyes. please hasselblad reconsider this ! urgently. this will be a flop like the original pricing of the sigma sd1 pricing. it will also be bad for your reputation in the pro segment. no decent person will ever appreciate this ugly nouveau riche design !!!

2 upvotes
Ace Disgrace
By Ace Disgrace (Sep 19, 2012)

The ugly truth...

Somebody left some kids at Hasselblad's R&D department. Or maybe IKEA and Hasselblad have trade their engineers. Well at least Pentax/Ricoh [K0-1] is happy They are not number 1 anymore in the ugliest camera in 21st century.

0 upvotes
old_slowhand
By old_slowhand (Sep 19, 2012)

this is utterly ridiculous. sixten sason will spin high-speed in his grave... god bless him.

2 upvotes
Cass_Rimportant
By Cass_Rimportant (Sep 19, 2012)

I'm actually kinda wondering if Hasselblad will come out and say, "Oh, we were joking, here's what we actually came up with," then introduce a camera that shows some design thought beyond gluing random stuff to another company's camera.

Comment edited 2 minutes after posting
5 upvotes
eddychan008
By eddychan008 (Sep 19, 2012)

New if they can steer clear of this mess and instead to do a full frame (Sony R1X) with exotic Hassy lens, remove the AA filter ....

2 upvotes
old_slowhand
By old_slowhand (Sep 19, 2012)

"hassy lens"? that is the problem, they never made own lenses... so no expertise there, I am afraid (compared with Leica or Zeiss)

2 upvotes
DanielNCom
By DanielNCom (Sep 19, 2012)

Dot forget it must Handy camera,
But i dont want to buy Hasselblad Mirrorles camera..
No creative Model
No New technologu
No use !!

2 upvotes
CameraLabTester
By CameraLabTester (Sep 19, 2012)

Wow!

Opah Gangnam Style!

.

3 upvotes
Sad Joe
By Sad Joe (Sep 19, 2012)

Funny !

Only professional football players should be allowed to own one - its that crap.

0 upvotes
summicronf2
By summicronf2 (Sep 19, 2012)

Like Omega! If you like it, buy it; if you don't like it, don't buy it! It's so easy.

1 upvote
Rawmeister
By Rawmeister (Sep 19, 2012)

Sorry - thats too deep for me.
You must be one of those analytical types who tries to understand what goes on in the world and why, just for entertainment and mental stimulation exercise. Careful - don't overdo it bud.

0 upvotes
Mike_V
By Mike_V (Sep 19, 2012)

You guys don't get it.

The target market for these is probably Oil Sheiks and the like.

In different cultures, these things are likely considered beautiful and unique.
Gold, brown leather, rubies, wood burl etc.

The more they cost, the better.

Look at stuff like Vertu mobile phones.

Definitely not for me, I think they are ugly and stupid.
I prefer the standard Sony ones.
But they aren't made for me.

1 upvote
zoomf
By zoomf (Sep 19, 2012)

Plebeians can still purchase the NEX-7 for around $1,100. But then they don't live in Trump Tower!

1 upvote
dickcox
By dickcox (Sep 19, 2012)

Actually, in Manhattan, Trump's apartment buildings are nowhere near the pinnacle of "luxury" residences. The buildings themselves are staid and rather conventional, with great views, but not much else that is special. They are for people with money, but no taste, much like the Lunar.

4 upvotes
Kriwoel
By Kriwoel (Sep 19, 2012)

Hope with Sony's support, Hasselblad can fully upgrade V and H digital medium format system. (this Lunar is only a joke or nightmare)

Comment edited 11 minutes after posting
1 upvote
nawknai
By nawknai (Sep 19, 2012)

The sad thing is that there's nothing "Hasselblad" about this product. It's a Japanese guy in Swedish clothes.

You may argue that Hassy are, like Leica, one of the few photography companies that can pull off selling a $6000 mirrorless camera, but Leica can because Leica make Leica cameras, and they exist mostly in their own Leica bubble and come up with products that they like and understand. They are auteurs. While everyone else is involved in pushing the market, pricing their products in tiers that align with their competitors, engaging in price wars, and coming up with features that out-do their competitors, Leica is just making high quality stuff that they enjoy using. People like small-scale individualism, whether it's a small business on Etsy, or an old camera company.

Hasselblad is a photography company, but this product does not clearly have Hasselblad's fingerprint deeply engrained, and so it won't be deemed worthy of its price tag.

Comment edited 6 minutes after posting
5 upvotes
Alan Brown
By Alan Brown (Sep 19, 2012)

Nawknai..

Aren't some Leica models really Panasonics with a hefty hike in price.

What is the difference?

2 upvotes
JesperMP
By JesperMP (Sep 19, 2012)

That Panasonic and Leica play this game too, doesnt make it any better.
Only proves that there are people that happily pay a premium to have certain Brand label to show off. And there are people that laugh at these people.

At least Pana/Leica only hike the price by 50%-100%. Not 400% like this Sony/Hassy thingamabob. If someone buys this thing people will not just laugh, they will say "poor fellow, now he has completely lost it".

2 upvotes
nawknai
By nawknai (Sep 19, 2012)

Leica's primary digital consumer product aren't their Panny LX5 variants. I know that Leica does "rebrand" their lesser consumer cameras, and knew before I posted earlier. However, I do see those products as meaningless "stocking stuffers". They're a joke. It's like Canon selling an $80 point and shoot. They put no effort into those types of generic cameras, and if they're crap, it doesn't tarnish Canon's image as a camera company (no pun intended). They're not indicative of the type of products that Canon really produces!!

For Hassy, this really IS a real consumer product that they're betting their image on. It's $6000. This is a $6000 P.O.S., and it's the only Hasselblad product that many photographers are going to know of. Not every photographer is 40+ years old. I'm 32 years old, been shooting for over a decade, and have never seen a Hasselblad. I don't even know what they look like. Well....I do now. They look like s---.

Comment edited 24 seconds after posting
1 upvote
Higuel
By Higuel (Sep 19, 2012)

Nawknai, your first post was just perfect! No need to say anymore, anyone informed and that like to think understood it! :)

0 upvotes
Marty4650
By Marty4650 (Sep 19, 2012)

Here's the difference between Leica rebranding Panasonic compact cameras.... and Hassleblad pimping out a Sony NEX-7:

Leica selects the best compact cameras Panasonic makes, then gives them a very tasteful cosmetic makeover. Then, they actually do provide some additional value by giving their customer a better warranty, more prestige, better customer service, better software, and sometimes free cases or memory card with the camera.

For this... Leica charges you around a 35% premium over the Panasonic price. You decide if it is worth the extra price.

But Hasselblad has taken the Sony flagship MILC camera and had some designer on crack cocaine pimp it out in a garish and tasteless way. Then, they hit with a 600% surcharge for "improving the camera."

If the result was better looking or more useful than the original, then some folks might buy it. But even the people with money to burn will pass up this monstrosity. Not because it costs too much, but because it is so ugly.

1 upvote
zoomf
By zoomf (Sep 19, 2012)

As Dr. Hansen says: this "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.” I'm proud to be from earth!

0 upvotes
david kohn
By david kohn (Sep 19, 2012)

a camera for the Romney family....

5 upvotes
lmtfa
By lmtfa (Sep 19, 2012)

Why must you inject politics into this discussion?

What's the $ amount of your gear? If it's more than the cost of a P&S you must bring it to your local welfare office to be given to those who are in need. It would be your way to help distribute the wealth.

4 upvotes
dickcox
By dickcox (Sep 19, 2012)

Actually, with his $10 million-plus net worth, Obama can also afford more than a few Lunars. Don't make him out to be some ascetic monk, because he isn't one.

3 upvotes
Higuel
By Higuel (Sep 19, 2012)

Yes! Keep politics OUT of dpreview!

0 upvotes
Dohmnuill
By Dohmnuill (Sep 19, 2012)

Poor form, Kohn.

0 upvotes
Cogburn
By Cogburn (Sep 19, 2012)

If this is Hasselblad's attempt to go out of business gracefully, they need to look up the definition of "graceful" Seriously, Sony's E-mount? Have they looked at whats on offer there? Sheesh. What a ugly pig. I feel bad for the folks manning their both at photokina!

0 upvotes
The A-Team
By The A-Team (Sep 19, 2012)

Fuuuuuugly

0 upvotes
nawknai
By nawknai (Sep 19, 2012)

Finally! I've been waiting for a camera to match my gold boots!!

5 upvotes
AnHund
By AnHund (Sep 19, 2012)

Ha..ha..ha. My first thought was that it would have fitted Tony Curtis in The Persuaders very well :-)

Comment edited 1 minute after posting
1 upvote
zoomf
By zoomf (Sep 19, 2012)

This is not for plebians. Don't forget Maybach.

1 upvote
Thorbard
By Thorbard (Sep 19, 2012)

The trouble is it isn't even something to desire or dream of owning, like a Lecia or MF Hasselblad, the ergonomics are all wrong and the design is lacking. Nothing about it says Hasselblad.

0 upvotes
old_slowhand
By old_slowhand (Sep 19, 2012)

maybach is about to be cancelled. will hasselblad be cancelled, too, soon? I think so, after learning about this crappy stuff.

0 upvotes
IvanM
By IvanM (Sep 19, 2012)

One has to look at this camera in the contex of 'luxury goods' If Leica can do it then the only other 'brand' that can optimistically compete would be Hasselblad. The only segment throughout the world that is not affected by the economy at the moment is the super rich...the ones that buy Leica, Bugatti, Ferrari, Panerai, because they can...and many of the older generation will remember the brand 'Hasselblad' and associate that with 'quality' and 'the best' there is, a market segment with deep pockets but only for exclusive products with hefty price tags...so why not..us normal 'common and garden variety' photogographers can't afford it and therefore dont want it but in a way it makes good business sense...just look at how Leica's fortunes have changed lately..

Comment edited 2 minutes after posting
0 upvotes
zoomf
By zoomf (Sep 19, 2012)

To advance "outside the box" on a larger scale of course. More opportunity for this new "weird/funky" design! Can't wait to swipe the plastic.

1 upvote
Total comments: 757
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