Previous news story    Next news story

Sony and Hasselblad announce partnership with DSLR on the horizon

By dpreview staff on Sep 18, 2012 at 14:51 GMT

Sony and Hasselblad have announced a partnership that will result in an E-mount camera, a compact camera and a product for the DSLR segment. Hasselblad says the aim of the partnership is to 'cultivate new markets for photo enthusiasts and consumer digital imaging products' and will begin with an E-mount camera, called the Hasselblad Lunar. The use of the words 'DSLR segment' implicity doesn't rule-out the possibility that Hasselblad will adopt Sony's SLT system (or simply re-brand one of its models).


Press Release:

Hasselblad and Sony in Partnership to Enrich Product Offerings

Hasselblad and Sony usher in a ‘new dawn’ with a long-term partnership that will enable the high-end medium format camera manufacturer to diversify for the first time into new market segments. The Swedish company Hasselblad, pioneer and developer of the H System, the world’s most advanced medium format digital camera system – used by top professional photogra- phers all over the world – has decided to work with Sony Corporation to cultivate new markets for photo enthusiasts and consumer digital imaging products. Hasselblad is keen to expand and develop its product portfolio to include a new range of advanced mirrorless interchangeable lens cameras (a.k.a. compact system camera), which will be followed by new products for DSLR and compact camera segments.

Hasselblad and Sony have agreed further on plans for the two organisations to work together in efforts to achieve technical and engineering breakthroughs in various photographic technology challenges.

Said Dr. Larry Hansen, Hasselblad Chairman and CEO: “Following talks with Sony - the key player in the serious photographer and enthusiast market spaces - we are delighted to announce the emergence of a new dawn for Hasselblad. This partnership will enable us to access an area of the photographic sector, which we have never reached out to before, by tapping on Sony’s excellent state of the art technology and spirit of ground breaking innovation. Owning a Hasselblad, made in Sweden, will no longer be just a dream for many photographic enthusiasts.”

Shigeki Ishizuka, President, Sony Digital Imaging Business Group, added: “This is a very exciting partnership because Hasselblad’s loyal customers with deep attachment to this prestigious photography brand get familiarised with Sony’s industry-leading camera technologies. We believe that we can further enhance our digital imaging development and manufacturing expertise through this partnership, so that we will be able to offer increasingly attractive products to our customers for years to come.”

Comments

Total comments: 272
123
GabrielZ
By GabrielZ (Sep 18, 2012)

OMG that's an ugly camera! What were they thinking?

3 upvotes
Boerseuntjie
By Boerseuntjie (Sep 18, 2012)

Why? should it look like a Nikon or Canon? or wait you were expecting a Leica

Comment edited 2 times, last edit 3 minutes after posting
2 upvotes
Uaru
By Uaru (Sep 18, 2012)

I am sorry. There is no loyalty which would force me to buy that monstrosity they just created.

Leica is expensive - but it is at least different from anything else. But this is an externally pimped up copy of NEX...

3 upvotes
TrojMacReady
By TrojMacReady (Sep 18, 2012)

This... is not a NEX, but rather based on an A mount camrera (most likely A99).

3 upvotes
Boerseuntjie
By Boerseuntjie (Sep 18, 2012)

Read.....before you run your mouth, it's not a NEX

0 upvotes
jev2000
By jev2000 (Sep 18, 2012)

"Sony and Hasselblad have announced a partnership that will result in an E-mount camera" right from the top of the page. It is an E mount, E mount is Nex unless I'm really mistaken.

0 upvotes
Plastek
By Plastek (Sep 18, 2012)

Get to the original source instead of reading what dPreview editor writes :)
And I wouldn't place my bets that Hassel releases just revamped A99 - the prototype doesn't look like it at all, especially with large mirror box and very pronounced viewfinder - my bet goes for regular DSLR using Sony's components (like sensor or AF system).

2 upvotes
psn
By psn (Sep 18, 2012)

You're commenting on the wrong article...

Comment edited 28 seconds after posting
0 upvotes
jev2000
By jev2000 (Sep 18, 2012)

So all of these comments are about a completely different article than the one at the top of this page. Ok.

Can you point to the "original source" please?

Comment edited 3 minutes after posting
0 upvotes
jev2000
By jev2000 (Sep 18, 2012)

Direct from Hasselblad, their "Lunar" lens spec page shows E mount lenses and A mount via an adapter. They also say its going to be an APSc sensor. All of the prototype drawings show something that looks an awful lot like a Sony Nex with a sexed-up body.

ref: http://www.hasselblad-lunar.com/index.php/main-specification/lens/

0 upvotes
FTW
By FTW (Sep 18, 2012)

The NEX in Hassy clown dress is on another article of DPR, you post in the wrong article here.

0 upvotes
jev2000
By jev2000 (Sep 19, 2012)

Ah, thanks for that information, I'll look there.

0 upvotes
Boerseuntjie
By Boerseuntjie (Sep 19, 2012)

Wow does anybody read, this is from this page...partnership that will result in an E-mount camera, a compact camera and a product for the DSLR segment.....SO what does it say?
Lets see 3 cameras a NEX-E Mount , a point ant shoot like the RX100 or RX1 and a DSLR like the A99 SLT or not

0 upvotes
Plastek
By Plastek (Sep 19, 2012)

P&S will most likely be just a re-make of Sony's RX. Just like Leica is doing it.
But for higher end gear I believe they'll make something on their own using some of Sony components.

0 upvotes
simon65
By simon65 (Sep 18, 2012)

What the market really needs is a high end, compact, well built, lightweight, DSLR with a large optical viewfinder!

Currently, no one, absolutely no one, offers such a machine.

And its not even as if its technologically impossible because it was all done years ago. Take this baby, a full frame camera with a large, ok very large optical viewfinder, an alloy body and weighing in at just 520 g and with the diminutive dimensions of just 136 x 83 x 50 mm...

http://www.olympus-global.com/en/corc/history/camera/popup/om_om2n.html

Yep the year was 1979 and the camera was the OM2N.Why is it that 33 years later the industry considers putting a FF sensor in such a camera is impossible. Clearly it is not.

Comment edited 39 seconds after posting
4 upvotes
Gully Foyle
By Gully Foyle (Sep 18, 2012)

Then you can wait until Sony puts an OVF and a mount (α or E) on the RX1 and sell it for $4000. I only hope they don't brand it under Cyber-shot again...

Comment edited 9 seconds after posting
1 upvote
RKGoth
By RKGoth (Sep 18, 2012)

Well, depending on how you measure "high end" both Canon and Nikon have announced products that I'd consider to fill that role. The D600 is small and has a great viewfinder. The 6D is very well equipped.

None are pushing quite the dimensions of the film bodies, but film bodies didn't need all the electronics. I'd make the same argument (and have made it) about Four-Thirds - why isn't there a Four-Thirds camera as small as the Pentax 110 with lenses as tiny (with diaphragm in body naturally). I'd carry one everywhere if it existed, and happily ditch the LCD, EVF, composing with the mirror and split-image finder then seeing what I got when I got home - if that made those dimensions possible.

Given the battery life of things like Sigma's DP Merrill, which is designed around size and as such has a small battery, the limits would be too great. There just isn't the space in these compact film era bodies to carry enough power to run a digital camera.

0 upvotes
cleverinstigator
By cleverinstigator (Sep 18, 2012)

You have to have a mirror for that.

0 upvotes
001FJ
By 001FJ (Sep 18, 2012)

Nobody said it better! I want a FF camera, small body, light weight, well build, minimal options (please, don't ask me how many seconds I want the AF to track the subject!), and top of the line image quality! Why can't anybody make it? I don't get it! I have a 40 years old film camera that could do it! :|

Oh, I want it to be a classic body style. :)

1 upvote
FTW
By FTW (Sep 19, 2012)

the first larger demand for mirrorless system was starting in 2004 when Nikon issued the first viable D70 digital. I have been at PMA and Photokina and so many people asked for a mirrorless simple camera. It took 8 years before a real viable model came with the NEX-7. Now, let's wait another 8 years for a NEX FF. But, the appearance of VG900 camcorder with FF E-mount gives us hope that it happens soon. I bet that the NEX-9 is ready to go, the problem is that we have actually no lenses for FF E-mount. VG900 is sold with an adapter for A-mount. On my side I would take a FF NEX with an adapter as well, there are enough adapters and lenses on the market and NEX users take this option anyway. So, let's then wait that Sony takes Leica over to see a NEX with M-mount.

0 upvotes
Plastek
By Plastek (Sep 19, 2012)

"the first larger demand for mirrorless system was starting in 2004 when Nikon issued the first viable D70 digital" - ROTFL. You suggest that Nikon started demand for mirrorless? HAHAHAHAHAHAHA how pathetic is that?
If anything - Large demand started with Panasonic's GH series and Sony's NEX.

0 upvotes
rondom
By rondom (Sep 18, 2012)

An insult to Hasselblad heritage.
And Sony is the last to be blamed for this tasteless project. Actually the recent Sony cameras are examples of good product design.
Shame on Hasselblad for betraying their own tradition.

8 upvotes
Gully Foyle
By Gully Foyle (Sep 18, 2012)

You sound more insulted than Hasselblad.

5 upvotes
Kibo in SF
By Kibo in SF (Sep 18, 2012)

Sonyblad or Hasselony?

4 upvotes
Jarda_Houdek
By Jarda_Houdek (Sep 18, 2012)

Sony will bury Hasselblad as they buried Ericsson. The damn swedes will never learn.

5 upvotes
Plastek
By Plastek (Sep 18, 2012)

Or they'll make it grow strong as they did with Zeiss.
Don't judge them yet. We'll see how it goes.

3 upvotes
Tord S Eriksson
By Tord S Eriksson (Sep 18, 2012)

AS Hasselblad design office is just around the corner, I thin k it is positive if a few more Swedes get a well-paid design job! Manufacturing will be elsewhere, I'm sure!

0 upvotes
Gully Foyle
By Gully Foyle (Sep 18, 2012)

What? They didn't buy them! They're sharing technology for goodness sake!

Comment edited 11 seconds after posting
5 upvotes
Boerseuntjie
By Boerseuntjie (Sep 18, 2012)

It was not Sony that Killed Ericsson, more like Ericsson holding Sony Back

5 upvotes
psn
By psn (Sep 18, 2012)

Don't comment on things you know nothing about... Sony is not Microsoft.

1 upvote
FTW
By FTW (Sep 19, 2012)

If I look progress in digital picture taking and technology, Sony is the one who hase lead the game. Those that step back from buying a Sony DSLR today ignore all about fine and reliable technology. Canon and Nikon are a big step behind them and all of them are dancing on the spot. Look the way the D600 looks like, look the technology and the body, there are light-years forward in time in the Sony. Nikon's D600 is old fashion, and having downed full size samples, the new A99 Bionz does a better job up to 6400 Iso than Nikon's inner processing on the same sensor. From 8000 up, Nikon does it better, but even then, the shot is hardly useable for anything. Sony is the company that makes 75% of all cameras become true. From the others, only Fuji shares real market parts.

Comment edited 41 seconds after posting
1 upvote
69chevy
By 69chevy (Sep 18, 2012)

Sony teams up with reputable camera manufacturers.

Sonys excellent sensors combined with top camera makers names, sell the cameras for the other brands, better cameras are produced, and Sony makes money more than selling their own cameras.

Wait...why do they still make cameras?

0 upvotes
Edmond Leung
By Edmond Leung (Sep 18, 2012)

Same logic as Philips gets license fee from other manufacturers producing CD players but Philips also make CD players.

1 upvote
oselimg
By oselimg (Sep 18, 2012)

And usually not so good CD players.

1 upvote
Edmond Leung
By Edmond Leung (Sep 19, 2012)

Sure, Philips CD players cannot be compared with some famous brands such as Mark Levinson No. 37, 39.... although they are using the same Philips laser head.

0 upvotes
sazabi2001
By sazabi2001 (Sep 19, 2012)

Philips LHH series CD players are among the bests.. I know little about Mark 37/39, but LHH 1000 / 900r were unbeatable in their era for sure.. Also the CDM series laser mechanism and the TDA series DAC, which from Philips and original for its LHH series CD players, become the standard of most 'high-end' CD players latter on..

0 upvotes
fahfah
By fahfah (Sep 18, 2012)

To all you Canikon snobs - If you and your cameras are so superior to everything and everyone else, what the hell does it matter to you what Sony does?

14 upvotes
Dan
By Dan (Sep 18, 2012)

So.....what is your problem?

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

considering the fact that iam a nikon fanboy, i cant understand whats your problem ? ^^

mine is the design of the new hasselblad products.

and your problem is that someone has a problem with some other companies products ... if i would be you i wouldnt take stuff personal if its not about you or your company ... makes you look like a hasselblad snob you know ? ;)

Comment edited 53 seconds after posting
0 upvotes
Edmond Leung
By Edmond Leung (Sep 18, 2012)

This move....
If we ignore the terms and conditions of the agreement made between these two parties... then, it is
good for Sony, but not really good for Hasselblad!
Sony can strengthen its brand in digital camera by cooperating with Hasselblad. But what does Hasselblad gain from this cooperation? Technology? Financial support? or others?
Professional is professional. I don't see there is any chance for ARRI to cooperate with Canon to develop a camcoder. I don't see there is any chance for Mark Levinson to cooperate with Sanyo to develop an amplifier.

0 upvotes
Plastek
By Plastek (Sep 18, 2012)

Hassel gets access to bayonets, systems of accessories and support. It's really A LOT if you are a company of Hassel size. This move can really improve Hassel profits and allow them enter the DSLR and mirrorless market with a *bang*.

I'm worried only about one thing - that they'll be too tempted to produce cameras that are simply overpriced rebranded copies of Sony gear, just like Leica does with Panas - we don't need it. It's good enough that one company does that blasphemy. Sure, use Sony components at will, but build your own cameras!

6 upvotes
Skip M
By Skip M (Sep 18, 2012)

See, that's my biggest concern on this, too. Sony supplies the sensors, but Hassy has to identify and cater to a heretofore unknown customer base. Will Leica users buy Hassys, too? They can't be counted on to desert Leica, that's for sure. There might be room at the extreme top for DSLRs, but I'm not so sure in the realm of mirrorless. Maybe this is how Sony gets to approach the full on pro market, the $6000-$8000 market.

0 upvotes
Jogger
By Jogger (Sep 18, 2012)

Hassy probably saw the writing on the wall and the eventual downturn of the MF market. They need to diversify and they cant do it by themselves easily. I suspect the rebranded NEX7 is a quick and dirty process to coinicde with photokina; they dont even have product to sell.. who knows what the future will bring from this collaboration.

3 upvotes
GabrielZ
By GabrielZ (Sep 18, 2012)

Jogger you have a point there!

0 upvotes
FTW
By FTW (Sep 19, 2012)

Sony should issue stickers for all cameras, "powered by Sony". Reminds me the usual "Intel inside".

1 upvote
Plastek
By Plastek (Sep 19, 2012)

There's no point - then everyone would wear them besides Canon and Panas. lol

0 upvotes
Roger VM
By Roger VM (Sep 18, 2012)

Good biz move for both. Allows Sony access to MF digital tech and Hasselblad gets the most advanced tech company in the digital camera industry. I think Hasselblad ultimately gets more from the relationship long term.

4 upvotes
Plastek
By Plastek (Sep 18, 2012)

True, for Sony it's more about prestige then anything else. For Hassel it might be the gold mine if they'll do it well (like releasing modern FF DSLR (not SLT copied over from Sony A99) with features known from their MF camera and A-mount adapter fully compatible (including AF) with Hassel MF lenses ). They can really profit from it in many ways, just like Zeiss profits from producing and designing loads of different lenses right now.

Hope it goes well!

2 upvotes
nathantw
By nathantw (Sep 18, 2012)

I wonder if that means that Carl Zeiss will be brought back into the loop when it comes to lenses? Fuji is probably fuming over this announcement.

4 upvotes
Boerseuntjie
By Boerseuntjie (Sep 18, 2012)

Fuji is too busy buying Sony sensors and EVF's to be fuming...LOL

0 upvotes
Anastigmat
By Anastigmat (Sep 18, 2012)

I have been predicting that one day Sony will try to make medium format CMOS sensors. Right now, the medium format is limited to Dalsa or Kodak CCD sensors, which are a lot more expensive to make than CMOS sensors. These CCD sensors also lag behind in development because of their lower volume. Therefore a medium format CMOS sensor would be both cheaper and less noisy. This recent agreement is probably the first step towards seeing a medium format CMOS sensor, because Sony may not want to go out on a limb to develop these sensors without a customer. The agreement also makes sense because Carl Zeiss makes lenses for both brands of cameras.

8 upvotes
love_them_all
By love_them_all (Sep 18, 2012)

Current HXD lenses are made by Fuji, not Zeiss.

0 upvotes
FTW
By FTW (Sep 19, 2012)

It is reported about sensors here, not about lenses, dude
Fuji will fume about Zeiss coming in a greater market range for lenses, what means that they will not remain the only ones offering great lenses with there system, despite that not all of them can be titled as "great" as well. If Zeiis can get a bigger market, there prices will get more competitive too. With all the mirrorless systems on the market they should think about issuing their lenses with more of the common mounts. They are manual and need no electronics anyway, at least most of them.

0 upvotes
Yanko Kitanov
By Yanko Kitanov (Sep 18, 2012)

I am afraid that the DSLR will Very probably be an overpriced and re-branded Sony SLT-A99. A product aimed at snobs...

10 upvotes
Anastigmat
By Anastigmat (Sep 18, 2012)

That is not necessarily a bad thing for either company. The A99 may well be better than Hasselblad's own cameras, at least in terms of technology. The Hasselblad name will help sell the camera. When production volume increases, per unit production costs come down.

3 upvotes
mick232
By mick232 (Sep 18, 2012)

Does the camera on the sketch look like an A99? No, if you ask me.

2 upvotes
Plastek
By Plastek (Sep 18, 2012)

for me it looks like it has a pentaprism viewfinder. And that can be only a win-win for Hassel, especially because some of A900 users want to upgrade with modern camera using large pentaprism OVF - if Hassel will deliver it and price won't be taken out of the sky (meaning: sub 8k$ is a must) then surely it'll sell!

1 upvote
JesperMP
By JesperMP (Sep 18, 2012)

The sketch camera looks totally an A99. Same control elements everywhere, only the outer body shell has gotten some faux 500CW design cues.
Fugly.

0 upvotes
Plastek
By Plastek (Sep 18, 2012)

o_O not at all... unless suddenly every Canon and Nikon camera looks like A99, lol.

2 upvotes
Gully Foyle
By Gully Foyle (Sep 18, 2012)

Who said it will look exactly like the sketch? Don't rush.

0 upvotes
FTW
By FTW (Sep 19, 2012)

This camera looks like an A99 all in all. The VF looks like ancient interchangeable Nikon F or Pentacon Six visors where you could put a vertical matte on it and use it like a medium format camera. This option is not a bad idea, you can use magnifying glasses, manual focusing screens, and so on. The development can be good, all is about pricing and for sure, replacing this fancy Gibson Guitar style knobs nobody needs by serious design. We are photgraphers, not bling bling yuppies.

0 upvotes
Yanko Kitanov
By Yanko Kitanov (Sep 19, 2012)

Nobody said that the shell is the same - does the Lunar look like a NEX-7? No, not at all, it has a much worse designed shell and ergonomics.
I believe the camera WILL have an EVF, no matter how the design looks.

Comment edited 53 seconds after posting
1 upvote
Plastek
By Plastek (Sep 19, 2012)

Yanko Kitanov - yes, Lunar does look like Nex 7. Moreover: it's 1:1 identical if you look from behind.

And if it'd have an EVF Hasselblad wouldn't be talking about "DSLR" as they did. Your version contradicts the facts from companies involved.

Yanko - you know more then Hasselblad does itself? Care to share how did you got whole this insight?

0 upvotes
love_them_all
By love_them_all (Sep 18, 2012)

Did Hassy just changed ownership or something? Sounds like some trust fund kid just bought Hassy and sent a big fat check to Sony to design some "new" products for them. Sony must be laughing all the way to the bank.

2 upvotes
preq
By preq (Sep 18, 2012)

My dear, mild in trials, development can really go into unimagined directions ...

0 upvotes
pkincy
By pkincy (Sep 18, 2012)

The Panny/Leica partnership now the Sony/Blad partnership.

This follows the trend for famous authors too lazy to continue to write new novels to employ young unknown lesser writers to "cowrite" new novels using their names.

Unfortunately all this tends to do is make money as the product is definitely not up to the senior partners standards.

Oh well, the march to make money continues on.

1 upvote
micahmedia
By micahmedia (Sep 18, 2012)

...except the Panny/Leica thing bore some good gear. I'm not sure this will.

0 upvotes
mick232
By mick232 (Sep 18, 2012)

So who would be the famous author and who the lesser author here then?

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

I really don't know what to say.

A Sonyblad? Made in Sweden? Like a Volkswagon isn't made in Mexico?

Sounds like someone dropped acid in the Goteborg executive meeting.

1 upvote
SDPharm
By SDPharm (Sep 18, 2012)

Or a Hassony. If they proposed such a marriage, they'd better use a lot of acid and come up with something bold. I expect something with impeccable mechanical design, Swedish ergonomics and fancy Japanese electronics. Anything short of that will be considered a failure.

1 upvote
JesperMP
By JesperMP (Sep 18, 2012)

The top plate on this thing is ugly.
edit: Hey I just noticed, look how the center box is supposed to mimic classic 500CW style. Egad, a mixture of styles NOT meant for each other.

Apart from that, if NEX7=1300$ and HB Lunar=6000$, does that mean that since A99=2800$, HB "lunatix" DSLR will be 13000$ ?

Comment edited 5 minutes after posting
1 upvote
calxn
By calxn (Sep 18, 2012)

So many negative comments. Let's face it, Sony is today's Kodak and Fuji combined. It's now a question of when and not if the other large sensor makers go into decline or close their doors. I see this as a smart move by Hasselblad. Who makes sensors and lcd and viewfinders as good as Sony? So, let's take a look. Nikon, Pentax, and Zeiss are already partners. In this year alone, Sony has established partnerships with Fuji, Olympus, and Hasselblad. Eventually, Panasonic, Canon, and Leica will come knocking.

The question is will Hassy eventually make their own self-designed cameras or will they go the derivative route like Leica?

11 upvotes
micahmedia
By micahmedia (Sep 18, 2012)

Your analogy is shot, because users don't make the decision after the units are built.

0 upvotes
mick232
By mick232 (Sep 18, 2012)

I don't think Sony is today's Kodak, because Kodak is dead today.

Or did you mean that Sony today is what Kodak was in the 80s?

0 upvotes
Plastek
By Plastek (Sep 18, 2012)

I REALLY Hope that Hassel got enough ambition to design their own cameras.

Otherwise not only they won't sell but also will be a huge wasted potential.

2 upvotes
AlanG
By AlanG (Sep 18, 2012)

Yeah my first thought when considering buying a new camera is, "Can I overpay for it and just pretend it is made in Sweden?"

Comment edited 43 seconds after posting
1 upvote
Glen Barrington
By Glen Barrington (Sep 18, 2012)

I wonder if Sony has hit a wall in terms of making a profitable fullframe DSLR but still wants to produce them for some reason. It may be that the Sony name can only justify a certain price level regardless of quality built in. It may be that teaming up with a brand known for expensive professional level MF equipment but who has had trouble breaking into the high end consumer market is a win for both (I suspect Hassy would be thrilled with Leica's sales figures!).

Sony gets to raise prices to a profitable level, and Hasselblad gets to develop a 'mindshare' in the luxury consumer level market while getting a 'taste' of the profits from each camera sold, allowing them to eventually get a bit more aggressive in the consumer arena.

2 upvotes
audijam
By audijam (Sep 18, 2012)

the easiest move for Sony is to buy Nikon....period.
teaming up with Hasselblad won't do Sony any good...actually...it might damage Hassy brand.

0 upvotes
Someday I will
By Someday I will (Sep 18, 2012)

Don't get stuck in the present. Let's just imagine some possibilities. A medium format SLT with Sony sensor, for example...

Comment edited 1 minute after posting
4 upvotes
audijam
By audijam (Sep 18, 2012)

and takes forever to focus

2 upvotes
audijam
By audijam (Sep 18, 2012)

and comes with a price tag that reads 5 digits

2 upvotes
audijam
By audijam (Sep 18, 2012)

sony provides the womb
hasselblad provides sperms

i now get it...

2 upvotes
Tony Bonanno
By Tony Bonanno (Sep 18, 2012)

A sign of DESPERATION on Hassy's part..... Sad...

3 upvotes
KitHB
By KitHB (Sep 18, 2012)

Is this a repeat of Sony-Ericsson, Sony does like Swedish brands (perhaps Sony-Ikea next? Ewww, no ! )

2) For a moment I thought they're going to make a baby-Blad with a square sensor and a smaller form-factor.

Franke & Heidecke did that with the Rollei and it put off the inevitable decline for a few more years...

Comment edited 2 times, last edit 4 minutes after posting
1 upvote
Plastek
By Plastek (Sep 18, 2012)

Think about it as a cooperation of Zeiss and Sony - BOTH companies profit greatly from that (Zeiss each year breaks new records of the annual income) and both are independent.

Win-win for both.

Hop it's the same in here!

2 upvotes
deleted_081301
By deleted_081301 (Sep 18, 2012)

I see Hassleblad have another new partner .....http://www.dpreview.com/galleries/5975182347/photos/2219821/holga-blad-h4-pan

0 upvotes
Rumle
By Rumle (Sep 18, 2012)

How sad really. Hasselblad is ruining there rep here in my opinion. The pictured camera looks like its gonna be a A99 Hassy version. Design looks Retro vs Spacy in a horrible combination. If it doesn't offer any advantages over the A99.... Why, why WHY, would any one buy that ****.

I feel sort of offended I guess. Asking 6500 cash for a rebranded NEX-7 is really stretching it. Not even Leica could pull that off.

Hassleblad has (had) a good reputation. But really, they never been Leica class, honestly and trying to pull this stunt off is.... I dont know... get a grip folks (at hassy that is)

1 upvote
Rumle
By Rumle (Sep 18, 2012)

Please tell me if ANYONE sees a point to this?
And will any one honestly pay 5x the price for a hassy remake of an existing camera?

Dont get me wrong I have nothing against an expensive Hassleblad camera. But I would feel cheated paying for a repacking like this...

1 upvote
KevinFultonPhotography
By KevinFultonPhotography (Sep 18, 2012)

I agree, but only IF it's a repack. This is just a picture. What if it's a giant step up from an A99? Maybe it will be a nice middle ground between an A99 and a real Hassleblad. Who wouldn't want that? That's what I'm hoping for. Sony's camera division has really been delivering leading up to this annoucement so who knows. This might be another good thing or a big expensive fail. We'll just need to wait and see.

Comment edited 2 times, last edit 2 minutes after posting
2 upvotes
jev2000
By jev2000 (Sep 18, 2012)

The article says its an E mount, how big is the image circle from an E mount lens? It reads like this is a hopped up Nex, not some flavor of the Alpha series.

0 upvotes
exdeejjjaaaa
By exdeejjjaaaa (Sep 18, 2012)

clowns

0 upvotes
jsis
By jsis (Sep 18, 2012)

HA Sony... what do they know about making cameras... Canon and Nikon are just fine on their own, there is no need for a partnership. We all know they make the best cameras on the planet.

Right... right????

0 upvotes
emmanuelg
By emmanuelg (Sep 18, 2012)

Remember, Sony bought Minolta Imaging Division.

5 upvotes
alfedo11
By alfedo11 (Sep 18, 2012)

who's we? I always liked Sony better, their new a99 will crush Nik & Can

4 upvotes
Rooru S
By Rooru S (Sep 18, 2012)

Sony bought Konica Minolta, the first maker to provide AF on a SLR camera. If they lost some of their sight for a moment, now they're trying to regain focus on what's more important when making a camera and even trying new things for the future... What have done Canon or Nikon for the future? Canon just added a few "PDAF" on sensor that are slow as hell. That's it. Sony has added PDAF with live view even on video. The SLT from Sony is just a step before going full mirrorless with a fast AF system. The mirror will dissapear maybe in 10 years and mirrorless will dominate the market.

And remember, that Nikon, Olympus, Pentax, Carl Zeiss, Fuji and now Hasselblad have partnerships with Sony (and if you want to add Apple for their Iphone's camera, then there you go, another big maker from the world with a partnership with Sony) , so this means something.

And it's always a good thing Canon and Nikon have someone like Sony trying to compete, that way they don't stay with the same for years.

Comment edited 13 minutes after posting
3 upvotes
Peiasdf
By Peiasdf (Sep 18, 2012)

Combined news from the last few days and it reads:

Hasselblad joined SONY NEX EVIL/mirrorless system with the launch of Hasselblad Lunar and plans further ingress into 135 system by teaming up with SONY to develop A-mount cameras.

In related news, German lens maker Schneider and Zeiss announced seven and three lenses respectfully for SONY/Hasselblad system cameras. This is in addition to the ten lenses announced earlier by Japanese, Chinese and Korean lens makers.

15 upvotes
Kabe Luna
By Kabe Luna (Sep 18, 2012)

Ha! How ironic that "new dawn," IIRC, is the meaning of "EOS," which was publicized by Canon at the launch of its EOS system back in the mid-80s.

Glad to see Hasselblad diversifying. Certainly, in terms of sensor performance, Sony at the moment seems the right partner.

3 upvotes
Danlo
By Danlo (Sep 18, 2012)

Fy fan va bra :)

1 upvote
kaumed
By kaumed (Sep 18, 2012)

I get a feeling that the all the bashing is from a lot of Canikon folks denouncing the partnership..If that were to be true, then it is good news as we need some competition to make technology cheaper and accessible..Sony is going the right way and if H compliments it with a A mount, all the more reason for Sony to really focus on the lens lineup and close the gap with Canikon... That will make things really interesting...As per me, the major differentiating factor from Canikon vs Sony is the lens lineup..

12 upvotes
Boerseuntjie
By Boerseuntjie (Sep 18, 2012)

If it was not for Sony with the a900 Canikon folks would still be happy paying a lot for mediocre cameras...LOL

4 upvotes
bskbo
By bskbo (Sep 18, 2012)

I think Sony makes great products, but Hasselblad rebadging them, slapping some ugly designed body around it and selling it for premium prizes isn't a compliment to either Sony or Hasselblad. Now if Sony were to start making sensors for Hasselblad's MF cameras or they would team up to build a larger sensor 'in between' camera like the Leica S, that would be something. This and the Nex7 rebadge...disapointing, stupid and bad publicity.

0 upvotes
Boerseuntjie
By Boerseuntjie (Sep 18, 2012)

I agree not sure if paying more for the same is smart, but if MF Sony sensors spring to life from this it would be something to talk about.
I can't see how selling sensors to anybody including Nikon is ever a bad business plan for Sony...LOL
Sony might as well be branded the sensor master, let see Nikon Pentax Olympus Hasselblad and the list keeps on getting bigger

Comment edited 2 times, last edit 4 minutes after posting
0 upvotes
ianimal
By ianimal (Sep 18, 2012)

Now I understand where Sony got the idea for the RX1 (and the price). That said, I really like the RX1 :)

3 upvotes
mosc
By mosc (Sep 18, 2012)

You think f2 FF lenses grow on trees or something?

0 upvotes
Pat Cullinan Jr
By Pat Cullinan Jr (Sep 18, 2012)

They don't ??!!

0 upvotes
KevinFultonPhotography
By KevinFultonPhotography (Sep 18, 2012)

Well........what about my f2 FF tree in my backyard?

0 upvotes
JesperMP
By JesperMP (Sep 18, 2012)

Mis-comparison.
I actually cannot imagine two cameras more different than Hasselblad medium format DSLR exchangable lens camera, and Sony RX1 35mm FF viewfinderless fixed lens camera.

0 upvotes
TrojMacReady
By TrojMacReady (Sep 18, 2012)

The Sony R1 (no X in there) was often regarded as a poor man's Hassy. And with good reason.

0 upvotes
Boerseuntjie
By Boerseuntjie (Sep 18, 2012)

Maybe we will see an affordable Medium format from Sony...Please

4 upvotes
Jan Kritzinger
By Jan Kritzinger (Sep 18, 2012)

Lets jsut get a FF Nex first, thanks

7 upvotes
Boerseuntjie
By Boerseuntjie (Sep 18, 2012)

I agree

0 upvotes
Boerseuntjie
By Boerseuntjie (Sep 18, 2012)

Carl Zeiss announced 3 new Lenses for NEX and Fuji 12mm F2.8, 32mm F1.8 and 50mm F2.8 Macro and all under $1000, the Sony and Fuji systems just got serious
Time for a Full Frame NEX Sony

6 upvotes
Kinematic Digit
By Kinematic Digit (Sep 18, 2012)

also full autofocus capabilities. Finally a CZ lens not on Sony that will autofocus.

0 upvotes
SDF
By SDF (Sep 18, 2012)

Carl Zeiss announced 3 new Lenses for Sony, Fuji and Hasselblad too. That's big!

1 upvote
deleted_081301
By deleted_081301 (Sep 18, 2012)

"Carl Zeiss announced 3 new Lenses for Sony, Fuji and Hasselblad too. That's big!"

that should keep COSINA busy for a while ....

0 upvotes
Boerseuntjie
By Boerseuntjie (Sep 18, 2012)

You keep on smoking grass DickyUK Oooooo you did not get the news, Sony bought Half of Olympus the Other day ;)

Comment edited 3 minutes after posting
0 upvotes
deleted_081301
By deleted_081301 (Sep 18, 2012)

"You keep on smoking grass DickyUK Oooooo you did not get the news, Sony bought Half of Olympus the Other day ;)"

and thats relevent to Cosina making Zeiss lenses (IE they are not real Zeiss lenses) In what way ????

0 upvotes
Boerseuntjie
By Boerseuntjie (Sep 19, 2012)

So Cosina has T* coatings and Zeiss Glass, interesting

0 upvotes
Greg Gebhardt
By Greg Gebhardt (Sep 18, 2012)

What ever Hasselblad needs to do, I hate to see them go away. I spent most of my photgraphic life with a 500 and SWC.

I will be interested to see what they have

0 upvotes
Rage Joe
By Rage Joe (Sep 18, 2012)

Is Nokia the only European camera manufacturer to be taken seriously any more?

2 upvotes
Gothmoth
By Gothmoth (Sep 18, 2012)

leica... is pretty serious.

0 upvotes
Boerseuntjie
By Boerseuntjie (Sep 18, 2012)

For Serious Money...LOL

0 upvotes
Gothmoth
By Gothmoth (Sep 18, 2012)

well get a better job.. :)

0 upvotes
DougPeterson
By DougPeterson (Sep 18, 2012)

Have you seen a Phase One system??

LCD and interface as good as an iPhone.
Professional features incorporated into the back itself making review during untethered shooting nearly as powerful as tethered shooting.
Up to ISO3200 (for a digital back that is very high)
Sustained shooting up to 70 frames per minute with no buffer limit

I think they are pretty serious. Headquartered in Denmark.

http://www.digitaltransitions.com/page/phase-one-iq-series

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

Phase One is ok, but nothing really innovative, nothing special. And Leica. Uh huh! They saw their best days over a half century ago right after the war, where Leicas came in handy while committing atrocities.

0 upvotes
Jogger
By Jogger (Sep 18, 2012)

Would have made more sense if they rebadged the RX1... although, im sure Zeiss would have had something to say about that.

0 upvotes
Gothmoth
By Gothmoth (Sep 18, 2012)

mihm... so canon will produce soccer mom cameras like the 6D and i will have to think about buying into sony?

well sony needs a lens collections as big as nikons and canons.... then i think about buying into sony cameras.

0 upvotes
TrojMacReady
By TrojMacReady (Sep 18, 2012)

*You* need hundreds of lenses?

4 upvotes
Gothmoth
By Gothmoth (Sep 18, 2012)

no i don´t need hundred of lenses genius.. :) but i need CHOICE.

2 upvotes
Boerseuntjie
By Boerseuntjie (Sep 18, 2012)

You have a lot of choice between old Minolta/ Alpha, Sigma and Tamron, Zeiss and even Samyang...Do you need more?

2 upvotes
TrojMacReady
By TrojMacReady (Sep 18, 2012)

Which comes down to the same. If they offer your choice, a dozen would do and they wouldn't need to cover the *whole* Canikon range as you suggested. Now if you were speaking for the whole market of potential buyers rather than yourself....
Still, as it stands there are over 400 AF lenses (Sony, Minolta, Sigma, Tamron, Tokina etc.).

Comment edited 2 minutes after posting
2 upvotes
Plastek
By Plastek (Sep 18, 2012)

400 lenses... I even haven't seen them all yet, not even saying about actually using.
And yet: People complain about lack of A-mount lenses...
WHAT THE HECK....

3 upvotes
sandy b
By sandy b (Sep 18, 2012)

I think it simple means hassy is going to buy some Sony sensor and try and make an affordable camera so that they can survive.

1 upvote
John
By John (Sep 18, 2012)

If they want to survive they need to release a D800, only £100 cheaper. ;-)))

1 upvote
deleted_081301
By deleted_081301 (Sep 18, 2012)

"The Swedish company Hasselblad, pioneer and developer of the H System"
Now this is a JOKE ... the H system is a Re-badged FUJI which is sold in Japan as a FUJI

and how Swedish is Hasselblad ??? they dont make cameras there anymore and they arnt Swedish owned anymore

2 upvotes
Krister Joas
By Krister Joas (Sep 18, 2012)

Not sure that's true. According to Richard Nordin's Hasselblad Compendium: "Because of the high design and engineering percentage by Hasselblad, the H-system has more Hasselblad content than the V-system - the opposite of what is often assumed by critics."

I think it's unfair to assume Hasselblad will simply rebadge a Sony camera.

0 upvotes
Franka T.L.
By Franka T.L. (Sep 18, 2012)

Or Hasselblad can take Sony's DSLT and rebuild us a DSLR instead , but seriously what's the point

1 upvote
ryansholl
By ryansholl (Sep 18, 2012)

Well, congrats to Hassy for development of the 2nd greatest mirrorless system ;)

0 upvotes
JackM
By JackM (Sep 18, 2012)

Hassy should have gotten in bed with Pentax instead.

0 upvotes
pureaxis
By pureaxis (Sep 18, 2012)

yes, Pentax K-01's fabulous aesthetics can only be topped by leather and mahogany

8 upvotes
Boerseuntjie
By Boerseuntjie (Sep 18, 2012)

Yes that Pentax sure have a nice Sony Sensor ;) keep on dreaming

Comment edited 3 times, last edit 7 minutes after posting
0 upvotes
trungthu
By trungthu (Sep 18, 2012)

It's an interesting news.

1 upvote
Evildogofdoom
By Evildogofdoom (Sep 18, 2012)

And Zeiss announce 3 E-mount lenses the same day. I think this is related, as it will help Hasselblad market the cameras to their rich clientele, any mention of Sony will be in very small letters!

Comment edited 19 seconds after posting
2 upvotes
Nerdlinger
By Nerdlinger (Sep 18, 2012)

Good for Sony!
I've always wanted a $16,253.00 Nex9H...
just kidding...well not about the insane price to follow...

1 upvote
Kinematic Digit
By Kinematic Digit (Sep 18, 2012)

With a new Sony partnership, I guess that means a backdoor return of some CZ quality lens to the Hassy line, but I wonder what does this mean with Fuji and the HC class of lenses? Fujinon glass is still fantastic in my books, and I certainly hope that isn't affected by this new collaboration.

0 upvotes
Edgar Matias
By Edgar Matias (Sep 18, 2012)

Looks like a page out of the Leica/Panasonic rulebook.

For camera enthusiasts, this can only be good.

2 upvotes
Total comments: 272
123