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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
78910
roblarosa
By roblarosa (Sep 18, 2012)

What? No curb feelers?

0 upvotes
D1N0
By D1N0 (Sep 18, 2012)

pure camera porn

3 upvotes
PaoloB
By PaoloB (Sep 18, 2012)

I think that the news was published on dpreview a little later than in other sites was due to the webmaster laughing way too high on the floor....

15 upvotes
hexxthalion
By hexxthalion (Sep 18, 2012)

LOOOL - that must be true! I laughed at LumLan report - "Take a Sony NEX body and add a reticulated ostrich testical leather covering, and a Genuine Imitation Carpathian Burled Elm grip. Oh yes, and with a gold shutter release button."

4 upvotes
PaoloB
By PaoloB (Sep 18, 2012)

I read it too. Wonderful article.

1 upvote
DCWW
By DCWW (Sep 18, 2012)

I always liked the Nex-7, but felt it wasn't ugly enough or expensive enough. Now I am really intrigued. Sell me a Hasselblad branded 18-55mm zoom for $3000 and I am IN!

19 upvotes
Nishi Drew
By Nishi Drew (Sep 18, 2012)

Kudos for doing something different, making an interesting design with what looks like a nice grip. It's on the crazy and weird side, and yes it's super expensive too. But what bothers me is the NEX mount... srsly wat? The NEX cameras are great in every way except the underwhelming performance of the lenses, unless one adapts legacy lenses to this thing it's certainly not worth what it's trying to be.

1 upvote
hexxthalion
By hexxthalion (Sep 18, 2012)

don't know if a wooden or carbon fibre grip is something I'd go for, well you know, it's called a grip ;)

1 upvote
JacquesBalthazar
By JacquesBalthazar (Sep 18, 2012)

Some of the NEX lenses are very good. Fully agree on the "crazy and weird" bit.

1 upvote
Nishi Drew
By Nishi Drew (Sep 18, 2012)

Sure, the E-mount does have good lenses, at least some more time for the system to mature could reveal better ones as of course it's still new.

And yeah, I'm a sucker for carbon, though either way the grip just looks good to hold, not quite ready for the whole look when bolted onto the body though... :/

1 upvote
Raffwal
By Raffwal (Sep 18, 2012)

So, is that a NEX-7 pimped and with possibly a new software?

0 upvotes
deleted_081301
By deleted_081301 (Sep 18, 2012)

I wonder if they will get Sony to re-badge the lenses as "Zeiss" too ...?

0 upvotes
hexxthalion
By hexxthalion (Sep 18, 2012)

This is a baaaad joke, very bad one. €5000 for NEX-7 with some ugly grip and harder to reach controls, well done Hasselblad, stay relevant

1 upvote
ecmjr
By ecmjr (Sep 18, 2012)

I'd buy it just to annoy my photo buddies, LOL!

1 upvote
JesperMP
By JesperMP (Sep 18, 2012)

They will be annoyed from the aching ribs from laughing too hard.

0 upvotes
Zoomstein
By Zoomstein (Sep 18, 2012)

Oh my, oh my... Is it me or Sony's going to take over Hasselblad... Because that's the only logical explanation for this thing (besides wondering about the kind of pot falks got to smoke down at Hasselblad)....

0 upvotes
steve16823
By steve16823 (Sep 18, 2012)

They're going to market "early next year" and all they have to show is a CGI rendering?

0 upvotes
Mark Wolg
By Mark Wolg (Sep 18, 2012)

Carbon fiber makes your camera lighter?
But the gold doesn't.

0 upvotes
Nikolaï
By Nikolaï (Sep 18, 2012)

Perfect match for a Saudi Prince!... prince Al-Bashoun 5

0 upvotes
doctorbza
By doctorbza (Sep 18, 2012)

this thing looks like it was clobbered together with spare parts from a bowling alley

21 upvotes
doctorbza
By doctorbza (Sep 18, 2012)

with a sprinkling of toyota scion dashboard for extra luxury!

9 upvotes
cgarrard
By cgarrard (Sep 18, 2012)

lol on both of those.

0 upvotes
Samuel Dilworth
By Samuel Dilworth (Sep 18, 2012)

Subtle as a sledgehammer.

0 upvotes
PaoloB
By PaoloB (Sep 18, 2012)

Why to show off this camera at Photokina?
They should have chosen some fashion-related site.
Dr. Hansen said "meticulous engineering research"?? Please don't give him any more Champagne to drink...

Comment edited 28 seconds after posting
2 upvotes
Rob Rossington
By Rob Rossington (Sep 18, 2012)

I think the only people who will buy it are those with more money than sense.

What were they thinking?!

2 upvotes
Dennis
By Dennis (Sep 18, 2012)

That there are a lot of people with more money than sense :)

9 upvotes
WT21
By WT21 (Sep 18, 2012)

One of the ugliest cameras I've ever seen.

9 upvotes
doctorbza
By doctorbza (Sep 18, 2012)

AAAAAAAAHAHAHAHAHAHA

Comment edited 17 seconds after posting
1 upvote
Jos van Dijk
By Jos van Dijk (Sep 18, 2012)

I always dreamed to have a Hasselblad one day. It turns out to be a nightmare!

9 upvotes
AngryCorgi
By AngryCorgi (Sep 18, 2012)

what a silly idea

1 upvote
Absolutic
By Absolutic (Sep 18, 2012)

Looks nice.......I'll take 2 please.... oh wait, I need to pay for my kids' school

0 upvotes
deleted_081301
By deleted_081301 (Sep 18, 2012)

brilliant Hassleblad diversify from re-badged Fuji's to Re-badged Sony's

Stick on a Hassleblad badge and up the price ;)

3 upvotes
Atlasman
By Atlasman (Sep 18, 2012)

Hassleblad must really think highly of their customers.

5 upvotes
Domolo
By Domolo (Sep 18, 2012)

Really.
Hassy, who do you think we are?
Idiots?

3 upvotes
Antonio Rojilla
By Antonio Rojilla (Sep 18, 2012)

Apparently it works for Lecia (think re-styled Panasonics).

6 upvotes
cgarrard
By cgarrard (Sep 18, 2012)

Yes but how well does it work? Do we know how well those sell?

I have a Leica DLUX1, but that was a used camera for near the same price as the Pana version. I'd never buy a new Leica rebadged Panasonic.

1 upvote
Dennis
By Dennis (Sep 18, 2012)

Carl, it's ROI that's important, not absolute sales. If you can make money licensing a prestigious name or putting it on rebranded products, and you don't need a work force of tens of thousands to do it, that's good enough. It's not like they're going to develop anything from scratch and compete with Sony and Panasonic.

3 upvotes
Domolo
By Domolo (Sep 18, 2012)

Antonio when it will hit the market it will cost 10 times the Sony version. C'mon. Leica guys in respect are fair players! They don't' even doubled the price ...

0 upvotes
peevee1
By peevee1 (Sep 18, 2012)

"Apparently it works for Lecia (think re-styled Panasonics)."

The said thing is that the restyled Panasonics are still better than genuine M9, MM, M-E etc.

0 upvotes
MM1
By MM1 (Sep 18, 2012)

Hasselnex?

3 upvotes
jeerzz
By jeerzz (Sep 18, 2012)

nexselblad

4 upvotes
jeerzz
By jeerzz (Sep 18, 2012)

NEX-7 got steriod

0 upvotes
JanneFJH
By JanneFJH (Sep 18, 2012)

No just second hand clothes ;-)

0 upvotes
RonHendriks
By RonHendriks (Sep 18, 2012)

Wow, that is a surprise not many will buy :)

0 upvotes
Daniel from Bavaria
By Daniel from Bavaria (Sep 18, 2012)

Ok, as today is not the 1st of April, I assume they are serious.

3 upvotes
Total comments: 757
78910