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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
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wmson2000
By wmson2000 (Sep 18, 2012)

Probably means yet another e-mount body with no additional e-mount lenses.

Okay, I'm just being sarcastic.

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

In stead of Hasselblad bodies, I'd rather want to see some Hasselbald E-mount glass! Sony bodies are perfect.

2 upvotes
deleted_081301
By deleted_081301 (Sep 18, 2012)

When did Hassleblad EVER make lenses ????
they have always used other peoples lenses
namely... Fujinon, Kodak (Badged), Rodenstock
and Schneider

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

Oh.

0 upvotes
Domolo
By Domolo (Sep 18, 2012)

Who hasn't dreamed of a 20'000 $ A99?

0 upvotes
DCWW
By DCWW (Sep 18, 2012)

Man Sony is killing it. They only gain from this partnership. Hasselblad won't poach any of Sony's sales, and Sony will get the halo effect from being "chosen" for collaboration by Hasselblad. Add to this Sony's investment in Olympus (admittedly more for medical devices, but relationships can't hurt) and Sony's dominance in sensor tech, and I think we will have a new market champ within a decade.

8 upvotes
TrojMacReady
By TrojMacReady (Sep 18, 2012)

There could be a Sony sensor in the makes for future Hasselblad MF cameras. That could certainly benefit Hasselblad...

2 upvotes
Antony John
By Antony John (Sep 18, 2012)

Well, with Hassy in 'the fold' and add Oly then they just need to add Sigma and Fuji. A very interesting blend of technologies to take on Canikon in the camera market. Birth of a new industry camera 'giant'? Makes a lot of sense as non of these companies are going very far on their own.
Combining all 5 companies into one name could be an interesting exercise: 'SonHasOlyFujiSi' is quite a mouthful.

5 upvotes
audiobomber
By audiobomber (Sep 18, 2012)

Lower price MF, to compete with the next Pentax 645D?

Comment edited 1 minute after posting
1 upvote
Superka
By Superka (Sep 18, 2012)

Hasselblad is here and there... Xpan was made by Fuji, X5 scanners by Imacon, no lenses by Hasselblad at all. But everyone knows Hasselblad and someone wants it!

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

Fiat Punto with wooden wheel and a horse in logo?

2 upvotes
Tim in upstate NY
By Tim in upstate NY (Sep 18, 2012)

Hasselblad is trying to survive the impending demise of MF. Can't blame them for trying.

1 upvote
brendon1000
By brendon1000 (Sep 18, 2012)

You will be surprised to know that a lot of studio photographers still use MF a LOT and that that doesn't look likely to change in the future.

4 upvotes
Teila Day
By Teila Day (Sep 18, 2012)

You mean in the "near" future? I like MF best out of all the formats, but the writing has long been on the wall probably starting with the 1dsIII, and now as many real-world reviews have shown, the D800e is firmly in MF territory in terms of overall performance.

There are still some glaring advantages to using the larger format such as 1/600th syc speed using leaf shutter lenses, etc., but for most photography using 16-40mp MF, the D800e is just another nail in the coffin as far as many MF renters are concerned as each iteration of pro dslr bodies make even renting MF less practical.

I would not invest in a Hassy system today, especially since Mamiya gives much more for the money and seems to offer a better body (build+features), lenses (leaf shutters), and backs (price).

I'm surprised Hasselblad is still alive and kicking... come to think of it, the Hasselblad we once knew I think died off years ago.

1 upvote
Gothmoth
By Gothmoth (Sep 18, 2012)

what you guys miss is.. do they make enough profit?

it is great that studio photographers buy hasselbald.. but is it enough to justify R&D for new MF cameras....

that is the question.. and no.... i don´t know.

0 upvotes
DougPeterson
By DougPeterson (Sep 18, 2012)

The death of MF has been reported every year since I started keeping track.

Last year was the best year Phase One has ever had. This year is looking really great as well.

Not all the players in MF are struggling. Check out the IQ backs Phase One came out with last year - 18 months later and they are still by far and away the most advanced LCD and User Interface on any pro camera.
http://www.digitaltransitions.com/page/phase-one

0 upvotes
aardvark7
By aardvark7 (Sep 18, 2012)

Despite the nay-sayers, that had Sony dipping out of the market after a few years, I think they are playing the long game and looking to completely dominate within a decade.

Nikon and Canon must be more than a little concerned!

3 upvotes
pureaxis
By pureaxis (Sep 18, 2012)

Sony just partnered with Fuji for sensor and EVF tech, along with investment in Olympus, not to mention buying up Konika and Minolta. Seems like Sony wants to muster whatever it can to counter the Canikon dominance

5 upvotes
D1N0
By D1N0 (Sep 18, 2012)

So Hasselblad is now a sony brand? sort of the Lexus where Sony is Nissan?

Comment edited 2 minutes after posting
1 upvote
brendon1000
By brendon1000 (Sep 18, 2012)

Its a partnership not a takeover. Basically what we can expect is a few Hasselblad branded Sony products at a much higher price. :P

Sony gets some good PR for collaborating with a high end brand like Hasselblad and Hasselblad gets more $$$ by selling some heavily overpriced products which will be made in limited quantity. :P

2 upvotes
revio
By revio (Sep 18, 2012)

@D1NO:

"Lexus" is the dearer brand used for selling luxuory Toyotas, it has nothing to do with Nissan...except country of origin.

And Hasselblad is not getting taken over by Sony,; the two companies have announced a partnership for development of a number of cameras. No less, no more, than that.

2 upvotes
photoholiko
By photoholiko (Sep 18, 2012)

But Nissan is a better car, Lexus is a Mercedes make believe!

0 upvotes
misspiggy01
By misspiggy01 (Sep 18, 2012)

only that lexus is toyota...

1 upvote
D1N0
By D1N0 (Sep 18, 2012)

yeah yeah Toyota Lexus, Nissan Infiniti, you get my drift

0 upvotes
InTheMist
By InTheMist (Sep 18, 2012)

Now it's getting interesting!

1 upvote
Teila Day
By Teila Day (Sep 18, 2012)

I take it as Hasselblad finally raising the white flag... for a 2nd time? Their innovation and practical progression in the market seems stagnant to me. I wonder why they didn't upgrade the 500w series camera as it hadn't been updated since the 90's. A slight re-design focused on a highly precise and dampened mirror action, focus confirmation light (for us old folks) and a 40mp back at an eye-popping price; a high quality adapter allowing the user to use the latest lenses and a few leaf shutter lenses that offer 1/6000 (or higher) sync (adapter that enables the user to use Mamiya's (LF) lenses).

Offer that body, 40mp back + 80mm leaf shutter lens for $12,000 (several years ago) and non price gauging prices on 45 and 90 degree viewers, etc., and I think that they'd had a product that would be considered by a lot of professional photographer even sans autofocus.

Now it seems too late unless they just all the sudden smell the coffee that been brewing.

Comment edited 2 minutes after posting
0 upvotes
Total comments: 272
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