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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
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completelyrandomstuff
By completelyrandomstuff (10 months ago)

I think the design is overdone. Do we really need an H over the shutter button?

1 upvote
Combat By Design
By Combat By Design (11 months ago)

Are any Hasselblad Cameras road legal in the US?

I mean... the only reason I would ever pay that much for a camera was if it got me to work and back in half the time it takes my current car to do that... and something tells me that's not possible.

HOW are they even a company?

0 upvotes
Yachtrod
By Yachtrod (11 months ago)

Dear Hasselblad. While I do not wish to discourage innovation or creativity, I would like to point out that if I want an NEX 7, I will purchase it directly from Sony. (and maybe add a leather half case)

1 upvote
Riptider
By Riptider (Feb 16, 2013)

This is an insanity to the MAX. Why take a medium format jewelery and fist it in a body made for an APS-C sensor? Why mix 90% pyrite with 10% gold and TRY to sell it for the price of 24 carat gold? How many naive Hasselblad aficionados would buy this aborted camera? It is an abomination from the very beginning, despite the Italian makeup service. The resemblance to the Nex7 is striking and it is a further confirmation of the alchemist trying to sell pyrite for the price of gold...
Shame on you Hasselblad, SHAME ON YOU!

1 upvote
jaygeephoto
By jaygeephoto (Dec 12, 2012)

I like it! Where can I go to see one outside of captivity? Palm Springs, Boynton Beach? It's like a Rolex watch with Timex innards. Maybe now Saab can save itself by putting it's badge on a Subaru or GMC. Wait a minute, someone is eyeing my gold Leica with Alligator trim. How do you pronounce Maybach anyway? I have a a lot of questions.

1 upvote
Irakly Shanidze
By Irakly Shanidze (Nov 14, 2012)

Maybe I am in no position to make these type of statements, but to me it looks like a major marketing flop on Hasselblad's part. This is indeed pitiful.

0 upvotes
Ivanmckt
By Ivanmckt (Oct 29, 2012)

Such a strange shape. I'd have to hold it to comment on the comfort but by the looks of it, it looks too small and uncomfortable :S
Anyway; it's pretty interesting, especially with all the different custom styles. It doesn't look like a Hasselblad

0 upvotes
FerozO
By FerozO (Oct 23, 2012)

Have I missed something? Do Porsche's come with Toyota engines? What a bunch of idiots! But then again there will be some suckers who will buy them!

0 upvotes
SQLGuy
By SQLGuy (Dec 28, 2012)

Well, the Cayenne has a Toyota transmission... Seriously, though, this really does seem bizarre. Other than strange styling, I hope there's some actual Hasselblad value-add in there. If they hired some real firmware developers, they could have improved the NEX-7 quite a bit.

0 upvotes
GEAH
By GEAH (Mar 2, 2013)

Leica P&S cameras are Panasonics. And I guess you don't remember the Porsche 914.

0 upvotes
Blackfjord
By Blackfjord (Oct 14, 2012)

Spectro,

You mean before you smash it to the ground?

0 upvotes
Spectro
By Spectro (Oct 12, 2012)

I can see myself picking one of these up

2 upvotes
Don Camillo
By Don Camillo (Sep 29, 2012)

That's one of the reasons why Italy is near bankrupt ... a lot of expensive niche status products paired with inadequate entry level product coverage of questionable quality.

1 upvote
drummercam
By drummercam (Sep 27, 2012)

Well, Like the Pentax K-01 or not as you will, but it apparently started the "Designed By . . ." trend.

2 upvotes
Cytokine
By Cytokine (Sep 26, 2012)

I would like to put this in terms that H-blad CEO will understand as he likes cars.

The Lunacy Is like Ferrari taking a Fiat 500 (A cheap car that I like) and covering it with 1/2 ton of fur, leather and wood, resulting in less performance and still looking like a Fiat 500. Then putting 3 huge Ferrari badges on it and asking 120,000 Euros.

7 upvotes
RX100
By RX100 (Sep 26, 2012)

Here's A Review:

http://www.digitalcamerainfo.com/content/Hasselblad-Lunar-First-Impressions-Review.htm

1 upvote
Carl Sanders
By Carl Sanders (Sep 24, 2012)

"Hasselblad plans to release a mirrorless interchangeable lens camera utilizing Sony's E-Mount."....Forgive them Victor, for they know not what they do!

4 upvotes
GuyMcKie
By GuyMcKie (Sep 25, 2012)

I think Sony plans to release a medium format mirrorles with the Hasselblad mount and the Hasselblad name.

3 upvotes
Dirk Rieke-Zapp
By Dirk Rieke-Zapp (Sep 24, 2012)

Hasselblad went to the moon more than 40 years ago... long ago!
Sigma built a $500 camera around a $3000 sensor with the SD1 and failed.
Now Hasselblad wants to sell a $4000 camera built around a $1000 interior. Hasselblad/Sony will fail.
My camera has wodden grips and they are great. Hasselbald will sell a couple hundred cameras per year - I don't think that these numbers wil meet their expectations.
Hasselblad these days becomes known for "design features" like colors, material etc, not technology.

Comment edited 3 times, last edit 8 minutes after posting
5 upvotes
theglovenor
By theglovenor (Sep 24, 2012)

Morris Ital anyone?

0 upvotes
Rage Joe
By Rage Joe (Sep 23, 2012)

"creation of an unprecedented camera"

That much was true.

1 upvote
GuyMcKie
By GuyMcKie (Sep 22, 2012)

Are these prototypes the models for the current winter season or for the next spring season?

4 upvotes
Bart Luyckx
By Bart Luyckx (Sep 22, 2012)

I want mine made of non melting chocolat

3 upvotes
Pat Cullinan Jr
By Pat Cullinan Jr (Sep 22, 2012)

Are you going to eat in the store?

2 upvotes
gasdive
By gasdive (Sep 22, 2012)

'blad's doing a mirrorless! Yay, a MF camera that's inconspicuous, light and affordable with great optics. Oh wait, no... It's a tiny sensor in a huge showy heavy package that takes very ordinary optics. It's like they read my mind and figured out *exactly* what I wanted and then did the *exact* opposite.

6 upvotes
ageha
By ageha (Sep 22, 2012)

Why hasn't dpreview.com added a Hasselblad forum yet?

1 upvote
Shamael
By Shamael (Sep 22, 2012)

Fred Flintstone would like this one, whoooaaaaawwww

4 upvotes
mark power
By mark power (Sep 22, 2012)

I'm old enough to remember when car design went crazy in the 50s with exaggerated tail fins..the Lunar takes me back to those days. The cars were hideous, the ugliest being the Buick which head on looked like it had a mouthful of shiny teeth but of course once nostalgia kicked in ugly became beautiful. Unlike most cameras which strive to be inconspicuous the Lunar screams for attention. Everyone will know you're a photographer with this camera. Will you take good pictures with it? Difficult when you're so busy showing it off.

2 upvotes
plasnu
By plasnu (Sep 22, 2012)

Zero positive comments. LOL.

3 upvotes
Sighthound
By Sighthound (Sep 21, 2012)

What a mental deficiency!

0 upvotes
zoomf
By zoomf (Sep 21, 2012)

Just wait. The new Hassony products will produce supreme quality for earth! Lunar to the moon (and for me Nobu)!

0 upvotes
Pat Cullinan Jr
By Pat Cullinan Jr (Sep 21, 2012)

"Hasselblad is planning a rapid expansion of cutting edge capture products..."

Capture products?!

Like muskrat traps? Felon nets? Paddy wagons?

3 upvotes
petr marek
By petr marek (Sep 21, 2012)

...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.”...

No, it´s NEX7 with added grip. You developed grip. An expensive one. I know it, you know it and God knows it...

16 upvotes
Pat Cullinan Jr
By Pat Cullinan Jr (Sep 21, 2012)

"Lunar is already a great success"

Hrrgh. Hrrrrghhhhhh. Hnnnnnnnhhhhh. Splat! (I'm quoting someone.)

1 upvote
dash2k8
By dash2k8 (Sep 21, 2012)

There is no way in hell or anywhere in heaven to justify its cost. A collector's item at best.

Comment edited 1 minute after posting
5 upvotes
Dmitriy Balashov
By Dmitriy Balashov (Sep 22, 2012)

It also is a great letter-weight.

1 upvote
Ak pinxit
By Ak pinxit (Sep 21, 2012)

that's ... one piece of design

0 upvotes
Couscousdelight
By Couscousdelight (Sep 21, 2012)

Hahahasselblad...
This is the perfect camera for those who think than a 6000$ camera make better picture than a 1000$ one.

Comment edited 33 seconds after posting
9 upvotes
Berghof
By Berghof (Sep 21, 2012)

and I say why not? if some like to drive a Lamborghini why not to spend 10 grand or more for a fancy Italian design camera? if I had the big bucks I would consider getting one of these beauties as well

0 upvotes
forsakenbliss
By forsakenbliss (Sep 22, 2012)

OK... Lamborghini is no fitted with Honda engine right...

2 upvotes
Shamael
By Shamael (Sep 22, 2012)

No, it has a Volkswagen engine, since it belongs to Volkswagen.

1 upvote
ageha
By ageha (Sep 22, 2012)

Italian? It's Swedish!

0 upvotes
Couscousdelight
By Couscousdelight (Sep 23, 2012)

Swedish made but italian design.

0 upvotes
jazzroy1972
By jazzroy1972 (Sep 24, 2012)

Lamborghini has an italian engine.
The fact that Volkswagen bought it doesn't mean they should switch to VW engines.
People buy Lamborghini for the engine more than for the design.

2 upvotes
Shamael
By Shamael (Sep 29, 2012)

ok, italian VW engine then. A Seat has a spanish VW engine. A Bugatti has a french VW engine and a Bentley an english VW engine. Who cares, it belongs and is developed by Volkswagen. we call that globalization, so all of them have a European VW engine, a global VW engine and on the end just a VW designed engine. Note that the V10 from the Lambo Gallardo is a pure VW-Audi engine and the 5 cylinder engine of the VW Rabbit is a half cut of that same engine. Satisfied yet?

Comment edited 4 times, last edit 8 minutes after posting
0 upvotes
Shamael
By Shamael (Sep 29, 2012)

http://en.wikipedia.org/wiki/List_of_Volkswagen_Group_petrol_engines

here is a list of VW engines, the Lambo 12 cyl is in there.

0 upvotes
Jazzclubber
By Jazzclubber (Dec 28, 2012)

This kind of camera causes this kind of discussion (even though the camera truely is one of a kind)

0 upvotes
zoomf
By zoomf (Sep 21, 2012)

As a spokesperson for Hassony!

0 upvotes
zoomf
By zoomf (Sep 21, 2012)

Paris Hilton would be fantastic or Kim Kardashian! What do you think?

3 upvotes
Prairie Pal
By Prairie Pal (Sep 21, 2012)

Mark my work, the Paris Hiltons of the world will be buying one of each design. Maybe they will even comission Sohassy to design one to look like a perfume decanter for when they want to snap pictures while under cover as a fasion model.

2 upvotes
Roland Karlsson
By Roland Karlsson (Sep 20, 2012)

I look at the date on my computer. Nay - its NOT 1 of April. Hmmmmmm ... I pinch my arm ... no I am not dreaming. I ask my wife ... she say I seem to be rational ... at least as rational as I use to be. So no ... I sure dont have any explanations to what I see.

3 upvotes
kamikaze99
By kamikaze99 (Sep 20, 2012)

This is a best example of a middling product made even more ridiculous by Italian design. Who would be dumb enough to buy this ?Why pay for the privilege of being laughed at. Who?

6 upvotes
Phil O Sophical
By Phil O Sophical (Sep 20, 2012)

Q: I wonder who this is aimed at...

A: No photographer. An air-head with no taste and excess cash - hoping to impress similar idiots.

Old man Hasselblad would turn in his grave at the absurdity.
Since when have Italians been at the forefront of camera design anyway?
Bencini, Gandolfi, Ferrania all gone long ago. This is an own-goal. Such a shame.

7 upvotes
Zerg2905
By Zerg2905 (Sep 20, 2012)

(I am reconsidering one of my previous statements): 100% Depleted uranium case + NBC attack proof = Hasselblad Terminator TEX7. I got it: they just have to change the product name and the product will suddenly be very attractive. They should also make a promotional movie: "TEX7 Part One - Rise of the Idiotic Machinery". Cheers...

2 upvotes
Macro99
By Macro99 (Sep 20, 2012)

Frankenstein called. He wants his camera back.

11 upvotes
Craig from Nevada
By Craig from Nevada (Sep 20, 2012)

A couple of these models Look like some furniture I remember from the late 1960s and 1970s. These guys have taken the retro to a new low and will charge $6,500 for it.

Comment edited 1 minute after posting
4 upvotes
Darren_Birkin
By Darren_Birkin (Sep 20, 2012)

Ahhhaahaahaahaahaahaa.

Haaaaahaaaahaaaahaaahaaaa.

Ahhaaaahaaa.

etc

10 upvotes
mystik12
By mystik12 (Sep 20, 2012)

My first impression is...what a horrible looking camera! It looks like a digital Holga. Sony NEX-7 with an expensive badge.

1 upvote
paolopan83
By paolopan83 (Sep 20, 2012)

What a piece of c***

5 upvotes
PhotoKhan
By PhotoKhan (Sep 20, 2012)

Wow!

Type II Leica users (the ones who buy them to parade around the red dot) finally evolved to a full market segment and their keenness to achieve "status" irrespectively of function, by letting bank notes dropg from their wallets like rain after an Indian dance, is now being being marketing-targeted.

Congratulations!

1 upvote
izy001
By izy001 (Sep 20, 2012)

THis is for the same people wjo buy 4x4 SUV to take there kid 3 blocks to school. STATUS IS EVERYTHING!!!

4 upvotes
kwojdyna
By kwojdyna (Sep 20, 2012)

No matter what they say about me, just let them say my name all the time correctly. Or so, whatever the original quote was.

I just realized that they got a great marketing noise FREE just because of us making this news one of the most discussed on this site ever.

Now they've made a first mistake so far - they started to respond to the criticism with excuses. A big mistake!.

They just planed to sell several pieces of this pimped NEX7 overpriced enough to make profit on a small series. They would sell it no matter what general public think. Now they are trying to excuse themselves - this is what may cause pimp-taste-millionaires cancel their pre-orders...

1 upvote
Rage Joe
By Rage Joe (Sep 20, 2012)

I bet Luca Alessandrini, Hasselblad’s New Business Development Manager, hopes now that those pimp-taste-millionaires don't know how to use search engines.

1 upvote
zoomf
By zoomf (Sep 20, 2012)

Time for the 1% to speak their minds! Spread the word, use all social media.

Comment edited 9 minutes after posting
1 upvote
Ron007
By Ron007 (Sep 20, 2012)

I will not take anything less than a 24 carat gold diamond studded body .

7 upvotes
Pat Cullinan Jr
By Pat Cullinan Jr (Sep 20, 2012)

I want dinosaur hoof.

4 upvotes
zoomf
By zoomf (Sep 20, 2012)

That is probably not legal, but there are many choices available I'm sure (over 40). Will give Hermes/Leica/Ive a run for the money! Can't wait to show everyone and watch the drool.

1 upvote
Total comments: 757
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