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Hasselblad responds to Lunar criticisms

By dpreview staff on Sep 19, 2012 at 19:45 GMT

Responding to the swift and negative reaction to its just-announced Lunar mirrorless camera, Hasselblad's business development manager, Luca Alessandrini, forcefully defended the venerable camera maker's partnership with Sony in an interview with the British Journal of Photography. Alessandrini stressed that, 'This [the Lunar] is not a NEX-7 camera, just because we are buying components from Sony'. He makes a pointed distinction between the Hasselblad-Sony partnership and the 'rebranding' arrangement between Leica and Panasonic. Alessandrini also says that the decision to use an unmodified Sony sensor for the first Lunar camera doesn't preclude the company from making sensor modifications for future models.

In seeking to explain the company's long-term strategy and product design decisions, Alessandrini says that unlike other makers who have distinct looks for different camera classes, 'What we're doing is designing three cameras – a compact camera, a DSLR and a mirrorless – with the same style'. And as for criticism generated by the Lunar's €5000 price, he adds, '...we're not robbing people by making a huge profit on the camera. Our profit margin is the same as everyone else's; we're just using more expensive materials.'

You can read the entire interview at the British Journal of Photography's web site.

Comments

Total comments: 628
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OhioPhoto
By OhioPhoto (Sep 20, 2012)

Be fun to have a Design Your Own Lunar Photoshop contest.

I'm thinking something called the "Rhinestone Cowboy" model white leather encrusted in color beads and swaddled in a leather fringe carrying case.

Or the "Fat Elvis" collectors model with LOTS of gold, a crystal shutter release and an olive green velour case (turquoise clasp, of course)

All I want is a digital X-pan. Is it really that hard.

Comment edited 25 seconds after posting
2 upvotes
Stefan Geysen
By Stefan Geysen (Sep 20, 2012)

You could also design a "Liberace" model as a variant on your "Rhinestone Cowboy" :-)

1 upvote
BillFe
By BillFe (Sep 20, 2012)

"All I want is a digital X-pan. Is it really that hard."
Easy, just add a vibrator.

Comment edited 4 minutes after posting
0 upvotes
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 21, 2012)

Fat Elvis!!! Lol!

0 upvotes
inevitable crafts studio
By inevitable crafts studio (Sep 21, 2012)

swarovski edition please

0 upvotes
Rawmeister
By Rawmeister (Sep 20, 2012)

So there will be other Hassy/Sony models (a compact and a DSLR) that have design accents similar to my Lunar? Wow - so like it'll be a matched set. Maybe I should buy the whole set of them. Oh - OK then - why didnt you say so! Maybe charge 6000 Euros for the Lunar then, not 5000. Now I get it. By the way - how many people in that company are on drugs? Just the guys at the top? Or everyone?

Comment edited 52 seconds after posting
0 upvotes
Rage Joe
By Rage Joe (Sep 20, 2012)

This is a real collectors item. I'm sure many people make a lot of money buying all the versions and skins and selling them with a handsome profit after ten years of good and loving care.

Fat Elvis for me, that will surely be a hit.

2 upvotes
inevitable crafts studio
By inevitable crafts studio (Sep 21, 2012)

no just the italian designers, too much coke i guess

0 upvotes
nathanleebush
By nathanleebush (Sep 20, 2012)

Who need luxury materials in their digital camera, whose technology will be obsolete in a year anyway?

That's what I don't get about the whole Leica fetishism. This isn't like an M4 which you buy in 1967 and it will last you 20 years. Digital technology, unlike mechanical tech, is subject to Moore's Law. So a 240k LCD on the M9 looks ridiculously ancient after just 3 years (which strangely, they are doubling down on with the M-E).

3 upvotes
rallyfan
By rallyfan (Sep 20, 2012)

It works for them. If they attempted to make a modern camera they'd almost certainly fail. By selling an anachronism they can have their fans turn their noses up to anyone that points out flaws, stating that naysayers "don't understand," or the camera "isn't for you," and carrying on about "artistic expression via ergonomic simplicity" and so on.

It's all hogwash but people love it. The digital age -- be it in audio or photography -- has given affluent luddites another means of "distinguishing" themselves.

It'd probably be cheaper for people that want to stand out to simply wear a fez but that's why they don't -- they want expensive and impractical, not just one or the other.

Lots of psychology going on, lots of odd chemistry in their minds. Very interesting.

4 upvotes
Deleted-pending
By Deleted-pending (Sep 20, 2012)

Sounds like a BIG HASSLE for the BLAD !

They should call DAVID HASSELHOFF to design the right camera !

4 upvotes
inevitable crafts studio
By inevitable crafts studio (Sep 21, 2012)

no i allready read its paris hilton

0 upvotes
Gesture
By Gesture (Sep 20, 2012)

What a contrast to what Fuji has done. Taking design cues from earlier times that make sense functionally, ergonomically and also display excellent taste. Example the new XF1 compact, which reminds of the minimalist WERRA camera. Actually, throughout its history, the Japanese camera industry has paid homage to the great European traditional names in photography like Contax, Zeiss, Leica, Schneider. Not simply copying but respecting, evolving and refining.

3 upvotes
Stefan Geysen
By Stefan Geysen (Sep 20, 2012)

Hasselblad's mistake: they're marketing this under their own name. They're offending everyone who fondly remembers the good old Victor 6x6 days, the 500 series, the lunar landings.

This... object is obviously targeted at image-conscious, unashamedly decadent people with more money than sense. Despite the financial crisis, there are still a lot of these people all over the world.

Let's say you're one of them, and you know a thing or two about photography. You probably own a Leica or two and you probably know the name Hasselblad too. But you're a minority. The others just use their diamond-covered iPhones to take pictures.

Maybe Hasselblad could team up with one of the large fashion houses and match the camera's style to the season's collection. "Planned obsolescence" guaranteed. Fashionistas will gladly add shelf space to store the Lunar collection next to the Louboutin collection.

And put the fashion brand's logo on the camera of course. How about "Pradaflex"?

Comment edited 30 seconds after posting
4 upvotes
danaceb
By danaceb (Sep 20, 2012)

The true mark of a despicable marketeer, Mr Alessandrini is completely oblivious to the problem. A partnership with Sony is not the problem, its the fact that they are making tacky tarted up APS-C E mount cameras. I doubt the moans would be nearly as loud has they gone in with Sony to make a full frame, or heaven forbid the Medium format they are known for.

2 upvotes
danaceb
By danaceb (Sep 20, 2012)

Also Alessandrini is just like those trashy businessmen also with Italian heritage who slap a bunch of hideous body kit on cheapos like ford mustangs and tried to market them to the Ferrari/Lamborghini set.

0 upvotes
Cyril Reif
By Cyril Reif (Sep 20, 2012)

Alessandrini sounds like a politician.....

0 upvotes
John
By John (Sep 20, 2012)

I dunno what's worse; their cluelessness as to the market, the cluelessness of their staff, or their arrogance. Either way, Luca Alessandrini and Hasselblad are f#cked.

9 upvotes
audijam
By audijam (Sep 20, 2012)

o.n.e.h.e.l.l.a.u.g.l.y.m.o.f.o.

1 upvote
Richard Franiec
By Richard Franiec (Sep 20, 2012)

A vision of one man can be completely unacceptable to what the market feedback is indicating. Time to learn something simple?: listen to what potential customer is saying. Defending the lunatic dreams might not pay for the mission, in fact it could upset and alienate more of the usual market share. It is not to late to face reality and adjust for the sake of iconic company Hassy used to be. Mr Luca will be judged by his decisions in due time of course, we should wish him best in the spirit of free enterprise regardless if we like his vision or not.

2 upvotes
John
By John (Sep 20, 2012)

Take it from me - when it comes to criticism (even constructive) Hasselblad don't listen.

3 upvotes
Rawmeister
By Rawmeister (Sep 20, 2012)

So much nonsnese from a person who obviously has no technical understanding. Amounts to a used car salesmans skills at best.
Are we supposed to believe that some fancy materials account for the 5x price increase? What an insult to our collective intelligence.
Same profit margin as everyone else?? Give me a break. This is a bald face lie and a sad comment on the scruples of those that run industry.
I'd say that company is finished with that person at the helm.
So sad really.

5 upvotes
Joseph S Wisniewski
By Joseph S Wisniewski (Sep 20, 2012)

Well, that exec's name makes it all make sense.

So, we have a "Lu" ca who named the "Lu" nar after _himself_, gaudied it up way past the limits of good taste, and now is twisting around trying to defend his monument to his own hubris...

Wow. Just wow.

6 upvotes
waxwaine
By waxwaine (Sep 20, 2012)

The problem on this is that Hasselblad, instead of offer a refine piece of art for photographers, make a call to rich uncultivated users that just want to be notice by what they carry on. Artless, the opossit of what photographers look for. One of the worst human characteristic.

4 upvotes
PeakAction
By PeakAction (Sep 20, 2012)

If they want me to drop Big Coin on a camera, give me a larger than FF square chip in a body that can mount the real Hasselblad lenses via an adapter. You can even leave off the wood grip if you want.

Putting the Hasselblad name on THAT would make sense.

3 upvotes
Richard Schumer
By Richard Schumer (Sep 20, 2012)

Yes, Hasselblad has made a mistake -- but it is not in making this camera. It is with being at Photokina at all. Photokina is a camera/photo equipment trade show.

This new Hassy rightfully should be displayed not next to Canon or Pentax, but beside Prada and Gucci. Just as tasteless, just as overpriced.

6 upvotes
LaFonte
By LaFonte (Sep 20, 2012)

I don't think people would protest too much if it is priced comparably to NEX-7. They would say, yeah weird design but someone may like it.
But to put a price 5x the NEX-7 on which it is undoubtedly based?
Are we such a shallow suckers that we will fall for it?

1 upvote
AbrasiveReducer
By AbrasiveReducer (Sep 20, 2012)

To each his own. But I don't think the "You're jealous because you can't afford it" arguement applies here.

2 upvotes
SmallSensorMan
By SmallSensorMan (Sep 20, 2012)

No, it not nearly as nicely designed as a Nex-7.
It is design for design sake - art with a capital F!

2 upvotes
rallyfan
By rallyfan (Sep 20, 2012)

It's a tough market right now, and the "true artists and serious pros" can also pick rebadged Panasonics from one of H's surviving competitors (why either survives is another story...).

I agree with a previous poster; one way to get an advantage in the "serious pro" market is to release a B&W version.

Alienating fans and customers with condescending press remarks can only go so far to sell a status symbol if the clients are specifically people that insist they are somehow visionaries and not fashion victims.

Be proactive: Remove features. If that still doesn't work, increase the price. Maybe get a few nutters to blog and write the brand name in capital letters (there's a "LEICA" fan online with big statements and little brains that comes to mind...). Add a name of a photographer to the model. If you can't afford to have one dropped on the moon, this time just drop it from a building. Put your logo in the middle of the lens; not even the red dot boys have thought of that and the logo will be right up front.

This can still be a success as long as it offers even less, costs even more, and captures the "self-absorbed delusional" market.

1 upvote
Marty4650
By Marty4650 (Sep 20, 2012)

Exactly what was Hasselblad expecting?

Did they really think they would get high praise for pimping out a Sony NEX and charging $5300 more for it?

Come on. Lets get real.

4 upvotes
Lan
By Lan (Sep 20, 2012)

I'm really hoping they're playing the age old "any publicity is good publicity" ploy.

Unfortunately for them, I'm not sure there's ever been anything to back up that idea... Ahh well, that's a few less venture capitalists driving Ferraris this year. Shame ;)

I do love Roger Cicala's take though:
http://www.lensrentals.com/blog/2012/09/product-announcement-lensrentals-looney

0 upvotes
csfoto
By csfoto (Sep 20, 2012)

I'm sure the chinese guys will give 50K$ cash for not only a gold-plated Lunar, but also ivory wrapped, tiger skin camera case, jade-made lens cover, 24 carat diamonds for the knobs. Oh yes, don't forget, silk strap.

0 upvotes
Martin Ocando
By Martin Ocando (Sep 20, 2012)

$ 4,000 worth of materials? Is that solid gold with diamonds? Come one. To another dog with that bone.

0 upvotes
BillFe
By BillFe (Sep 20, 2012)

Hasselblad to me will always be the 500C I had back in the 1970s; hey I'm an old guy. I had two backs, one loaded with TriX the other PlusX and a basement darkroom for processing. Today Hasselblad exists in name only; it's not the same company. Owners include UBS, Cinven and apparently some members of management. Well, that's a possible explanation for the Lunar, it was designed by committee and some members with limited photography experience. Oh, then the committee went to Sony for the innards, further complicating things. Oh boy, that 500C was wonderful.

1 upvote
mosc
By mosc (Sep 20, 2012)

Nobody in their right mind would want a Minolta hot shoe on a camera this expensive that has little or nothing to do with alpha lenses. Sony even ditched the hot shoe on their own latest cameras. How can you say this isn't just a gussied up NEX7 when it still has that same Minolta hot shoe? Do they think lots of Hasselblad users already have Minolta flashes laying around? Really? Or that people who are loaded enough to afford this wouldn't go out and buy a more modern flash? We're not THAT stupid.

Comment edited 32 seconds after posting
2 upvotes
SeeRoy
By SeeRoy (Sep 20, 2012)

"Alessandrini says that unlike other makers who have distinct looks for different camera classes, 'What we're doing is designing three cameras – a compact camera, a DSLR and a mirrorless – with the same style'"

That should squash all the criticisms completely then...

I think this bozo has missed the point, more than somewhat.

0 upvotes
Raist3d
By Raist3d (Sep 20, 2012)

Way to go Hasselblad. Defend the indefensible and tell your potential customers they are wrong. Lets see how many sales you get of your nex-7.

2 upvotes
Raist3d
By Raist3d (Sep 20, 2012)

Oh Hasselblad an in case you didn't notice a lot of the criticism is not just the price but the looks. The buttons in some of them look positively painful to use too.

1 upvote
Superka
By Superka (Sep 20, 2012)

Almost perfect street photography/candid camera!

Comment edited 2 minutes after posting
3 upvotes
balios
By balios (Sep 20, 2012)

Not sure what you people are complaining about. This is clearly a niche camera aimed at the following person:

- wants a Nex-7
- hates low prices
- drives a '94 Ford Tempo with "woodie" conversion and chrome spinners
- likes being pointed at by people with perplexed looks on their faces

These people deserve cameras too!

4 upvotes
Mattersburger
By Mattersburger (Sep 20, 2012)

Make a B&W only version and be done with it.

0 upvotes
nathantw
By nathantw (Sep 20, 2012)

They would have made more money if they bothered to create a digital V-series back that had a 6x6 sensor and sold it for $6k. They'd probably be back ordered for months. This camera will sell maybe one or two a month.

1 upvote
Jon Ragnarsson
By Jon Ragnarsson (Sep 20, 2012)

There is one digital camera missing from the digital flora: A large sensor mirrorless system camera. Put a 4x4cm sensor in it, (possibly squeeze it up to 5x5cm?) design a new 60mm normal and 100mm portarit lenses (even throw in a 30mm wide angle, if they have the resources), sell it with a Hasselblad SLR adapter, and call it a day.
I think that kind of camera, especially with the reputation of Hasselblad, could make a few head turn, especially if they could keep the price close to Leica S.

1 upvote
Rawmeister
By Rawmeister (Sep 20, 2012)

These ideas sound feesible.
But I fear the real truth is Hassy is broke and about 2 months away from bankruptcy, and so this last ditch cheapo attempt to screw a few suckers over for their cash is all they have left in the suggestion box. Like the last gasp of a dying and visionless corporation.

1 upvote
cgarrard
By cgarrard (Sep 20, 2012)

And now the first sketch of the RX100 Hasselblad mock up camera is shown. Looks like a mini-lunar.

Best of luck “habblesad” (as I heard it referred too yesterday). Maybe there is some phantom unknown mysterious market of buyers with tons of cash lying around hiding like the Fremen on Dune or something.

Who am I to judge.

Carl

1 upvote
Mark Forman
By Mark Forman (Sep 20, 2012)

What happens when a small car (HB) crosses the center divider into the path of an oncoming big rig (Sony)?
You end up with a one sided smash up which this camera is.

0 upvotes
Mark Forman
By Mark Forman (Sep 20, 2012)

Reminds me of an old prop from a 1964 episode of Star Trek.
Trouble with Tribbles.

1 upvote
Craig from Nevada
By Craig from Nevada (Sep 20, 2012)

Hasselblad can say whatever they likes.

As a potential customer, as most of us are here, you have to ask the question, why would a I drop my hard-earned money, $6500 or so, on an ugly, overpriced NEX-7?

Money talks Hasselblad walks.

2 upvotes
CameraLabTester
By CameraLabTester (Sep 20, 2012)

Dear Sony and Hasselblad:

Do you wonder why there are so many horrid comments?

Trying to peddle an obnoxious design on intelligent beings will not work most of the time here on planet Earth...

Aaahhh so that's why it's Lunar!.... (finally got it..)

.

5 upvotes
dorff
By dorff (Sep 20, 2012)

I made peace with the fact that I am not the intended target market for this camera. That said, I can't quite figure out who is. If Hasselblad had come up with a full-frame DSLR with a square 30mm x 30mm sensor, now THAT would have gotten my attention. The square 6x6 format of film Hasselblads had many followers, and some would still like that as an option. In all of the digital world there is currently no sensor for that.

2 upvotes
Gesture
By Gesture (Sep 20, 2012)

Square composition, waist-level viewing have many virtues. This is just a design exercise. When Leica rebadges a Panasonic point and shoot, they do so reasonably and I will accept the implied value in any software tweaks and the way Leica stands by the customer. For example, at this price point, Hasselblad should have said "and the camera carries a lifetime warranty."

2 upvotes
rallyfan
By rallyfan (Sep 20, 2012)

They can learn from their competitors and from history. In fact they can combine lessons learned!

Put a red dot on it. Also add "Merrill" to the name.

It's now a serious tool for dedicated pros and artists that can see beyond hype and deliver stunning images. And it's better than the competition; not only is it overpriced but it's got both a red dot, and the name of a guy involved with a sensor that's different chiefly for the sake of being different, plus it's got an H on it and zebrawood. Unbeatable.

True photographers will find it essential. The rest are just point-and-shoot tourists.

1 upvote
scrane
By scrane (Sep 20, 2012)

Hasselblad is now finished, isn't it? Almost overnight the brand has a nasty odor.

7 upvotes
Tape5
By Tape5 (Sep 20, 2012)

Unfortunately I have to agree. You can never fully trust a company which exhibits such a nasty poverty of insight.

4 upvotes
Marty4650
By Marty4650 (Sep 20, 2012)

They really aren't finished.

They have just become the laughingstock of the industry. Whether this helps or hurts the sales of their well made medium format cameras remains to be seen.

3 upvotes
deleted_081301
By deleted_081301 (Sep 20, 2012)

Who cares if Hassleblad go under FUJI can still sell the medium format cameras under their own name .......

0 upvotes
zavart
By zavart (Sep 20, 2012)

Oh! I get it now ! Most of the people are complaining here NOT about the looks of the camera but about materials which have been used to make it! This somehow appears to be an affront to photograpy ! So Hassy obviously has made the wrong decision , it should have made black plastic camera with a bit o rubber thrown in (aka Nikon or Canon) to make all of You guys drool over it! Then it would have been regarded as a proper proffesional tool even if the price was the same ! As for the twin dials - this really made me smile ! My car has four wheels - obviously it is an outrageous imitation of a Rolls Royce :)

0 upvotes
Martin Datzinger
By Martin Datzinger (Sep 20, 2012)

"This [the Lunar] is not a NEX-7 camera" .... then tell me why at least the twin dials, the Minolta Hotshoe and the EVF are exactly in the same place as on the NEX. Of course it is a NEX-7 in hideous drag. Go on, sell that Pimpcam to all those rich-but-tasteless Russian, Chinese and Arab showoffs, to those who think a Leica is too subtle, but please don't lie publicly.

9 upvotes
Peter K Burian
By Peter K Burian (Sep 20, 2012)

You are absolutely correct. He can talk round and round but it is a NEX-7. Maybe they will not make a huge profit selling it at $6500, with the added bling, but that's because Hassy has huge overhead and not much in sales. I don't begrudge them anything, but it is sad to see Hasselblad reduced to re-badging Sony cameras.

3 upvotes
Martin Datzinger
By Martin Datzinger (Sep 20, 2012)

@dragon, I don't know what to say about that personal insult. I can only assure you that you're dead wrong. In fact I'm utterly ashamed of the role my home country played at that miserable time and do not believe the slightest bit that we have just been a victim of the Nazi regime. We certainly still have very strong nationalistic tendencies around here. There is no other way to explain the huge success, the ultra-right-wing "freedom" party is having right now (which might even force me to leave my home town, should they gain control over it one day).

Considering my post - maybe you've misread me. I'd didn't say all Russian, Chinese and Arabs are rich showoffs. But I bet you that this is where 90% of all those fugly Franken-Sonys are ending up in the hands of exactly that clientele. And really, I don't have a problem with it, as long as it generates added value within Europe and keeps Hasselblad in business and maybe even helps to produce something more true to their 'blad heritage.

0 upvotes
BillFe
By BillFe (Sep 22, 2012)

Well said, Martin. By the way, your English is flawless.

0 upvotes
JohnSingkit
By JohnSingkit (Sep 20, 2012)

I wonder what the tenor of comments would have been IF Hasselblad had come with the Lunar before the NEX 7?

2 upvotes
Joseph S Wisniewski
By Joseph S Wisniewski (Sep 20, 2012)

Then people would have simply commented on the epic hideousness of the design, and the lack of value compared to an Oly or Pany.

It would have still been a PR disaster.

7 upvotes
Curt Geiger
By Curt Geiger (Sep 20, 2012)

They're doomed Captain Mainwearing, they're doomed! ;-)

1 upvote
hoggdoc
By hoggdoc (Sep 20, 2012)

Blaa blaa blaa. Me thinks he protests too much!

0 upvotes
Freemindset
By Freemindset (Sep 20, 2012)

After all that was written just for two days, I believe there is no turning back for Hassy. Redesigning, new project plan, new creative concept and also new mindset from Hassy towards the market and what their customers actually value in their brand. Photographers doesn't value, fancy wood, carbon or stylish polish super-duper Mg - Al body.

Photographers value and respect Hasselblad for what they are!

1 upvote
paolopan83
By paolopan83 (Sep 20, 2012)

That is a kamikaze move, probably it is the only way they could come up with in order to stay in business. But the interview just shows that Hasselblad has no real arguments to defend its strategy.

3 upvotes
Gesture
By Gesture (Sep 20, 2012)

Sad because the photo community would welcome innovations in viewing systems, image processing, lens mounts, whatever. Look at Fuji in contrast. Even if not always 100 percent successful, it is trying to advance sensor array, viewing systems and, yes, design. Their newest high-end designs are refreshing because they use what has been successful in the past in intelligent and attractive ways and make sense functionally.

2 upvotes
GuyMcKie
By GuyMcKie (Sep 20, 2012)

They need a strap designed by Gucci and a camera case from Luis Vuitton.

3 upvotes
Rage Joe
By Rage Joe (Sep 20, 2012)

Yes, as has been said, what they need to do is to find the last rhinos, and tigers and rare snakes, shoot them dead, and make the hand grip with matching strap of that precious leather (the leica experience). That's what true photographers value.

Comment edited 2 times, last edit 2 minutes after posting
7 upvotes
Tim in upstate NY
By Tim in upstate NY (Sep 20, 2012)

Well said Rage Joe.

2 upvotes
zavart
By zavart (Sep 20, 2012)

If all You guys want Hassy to survive as a pure photographic tool company then put the money where your mouth is! i.e. Rush in droves to the nearest photo equipment outlet to buy their regular cameras ! It's all too easy to say what other company should do to survive but it's quite different thing when it comes to give them ready recipes ! Maybe the price for this company to survive as a tool company is also to make separate fashion cameras which most of You guys will have to learn to ignore !

0 upvotes
Peter KT Lim
By Peter KT Lim (Sep 20, 2012)

I don't have the money they want and I don't want to sell my kidney !

0 upvotes
Freemindset
By Freemindset (Sep 20, 2012)

I understand your point, but your statement doesn't actually correspond with what Luca said on the interview. If they really need to survive on the market there are many other ways to do it, and this isn't one of them.

3 upvotes
zavart
By zavart (Sep 20, 2012)

Obviously he is not going to tell us that Hassy is in dire straits !
But I'm pretty much sure that they have realized that demand for $15K cameras is very limited. So on the one hand they want to expand their business but on the other they don't want to cannibalize their proffessional line. Thats in a way explains why this design (which I personally like ) is so radically different from their professional cameras. They also don't want them to make too cheaply because they risk devaluing the status of the brand ! (Look Leica )

0 upvotes
inevitable crafts studio
By inevitable crafts studio (Sep 20, 2012)

yeah but you see the point is, that their product is not worth buying from a photographers standpoint, so why should i try to save a company that obviously lost their mind?

3 upvotes
Andreas-AM
By Andreas-AM (Sep 20, 2012)

zavat, you are missing the point!
I want Hasselblad to survive as much as I wanted Rollei to survive - of Contax for that matter.

Nothing to do with that I want to buy all of these cameras, not one of them actually.

But these companies have been more than just iconic companies. They used to be at the forefront of the IMAGE.

Take Hasselblad. While never cheap, they were affordable in the analog age and certainly there was a lot value for money.

The point is: If you convert those companies to lucury brands then you basically kill them. The gold Rolleiflex did nit help Rollei at all.
But a new digital concept camera - be it based on Sony or whatever - could be a chance. See Oly, see Fuji and to an extend also Sony: These maklers do something special, sometimes more expensive (Fuji), but it has a value as a tool...

2 upvotes
zavart
By zavart (Sep 20, 2012)

One more thing! If there is one thing which I'm truly unhappy about this new project by Hassy it is their choice of the sensor! I don't understand why they haven't decided to use the new Fuji sensor! It would have been much better choice not to mention the fact that they have been are already using Fuji lenses !

0 upvotes
zavart
By zavart (Sep 20, 2012)

But how do you know that their new camera is not going to fit like a proverbial glove or that is not going to work like a proper camera ? We are all used to cameras from NIKON , CANON etc which most of the time look like soapboxes and somehow nobody regrets that they don't look the like cameras in the seventies (Oh maybe Oly and Fuji would disagree :) -question is for how long ) Let's wait and see what will come out of it and what proper camera reviewers have to say!

0 upvotes
marike6
By marike6 (Sep 20, 2012)

@Andreas-AM You can't compare a $6000 re-design of the NEX-7 with the Fuji X100 or X-Pro1. Fuji's top models are about a lot more than just retro design. Fuji are doing innovative things with sensor design and VF technology providing a lot of value for photographers. Hasselblad is basically outsourcing components for ALL of the Lunar and hiring a designer to give the camera a luxury feel, but nothing new, and not much value for photographers. Not the same thing at all.

1 upvote
LebronPhoto
By LebronPhoto (Sep 20, 2012)

To survive in the marketplace, you have to provide a product or service that customers, in this case photographers, need and or want. Looking at the feedback, this camera is not needed or wanted. The one thing in the interview I found positive was that they plan to design a DSLR and a mirrorless ILC. Hasselblad has always been a professional camera company. They have products to meet the needs of pro's using medium format, but they don't have products to meet the needs of pros using DSLRs, mirrorless ILC's, or rangefinders. That is where they need to go, and like with their medium format products, keep it more about quality and less about style.

0 upvotes
zanypoet
By zanypoet (Sep 20, 2012)

Both Kodak and Fuji were once venerable companies in the film era. One survived and the other did not. While Fuji couldn't break into DSLR market, they did not sit on their collectives ar$$. They innovated and made and continue to make products relevant to the market and times. And so goes with Hassleblad and Leica as well. Too many missteps, and you are done (see Kodak). Don't just make the stuff expensive and expect people to buy it just because you are Hassleblad. The corporate vision of what made the company great has to reflect in each and every one of their product. Re-badged NEX is not it. At least not at this ridiculous price point. Yeah, Leica pimps rebadged Pannys but doesn't gouge the consumers excessively. Both companies need electronic expertise of other companies for survival. For now, Leica is doing it right, Hassleblad is not ...

Comment edited 21 seconds after posting
0 upvotes
lightleak
By lightleak (Sep 20, 2012)

Sad to see Hasselblad not trying to make the best camera, but the most expensive camera. I think the idea of Hasselblad was never about Luxury but about outstanding functionality.

If you want to produce something along these lines, which a lot of people will pay a lot of money for, just make a real 6x6 digital back!

4 upvotes
Andreas-AM
By Andreas-AM (Sep 20, 2012)

Lunar may be a hit for Hassi...

But certainly not the way it is now.
The huge and very emotional response from users all over the world tell a story: We, the people that actually use cameras (be it for profession or as an amateur) love the brand Hasselblad.

Gosh, I remember how desperate I was for a 500 C/M, what desire I had for the SWC - ....

I WANT Hasselblad to survive as a "tool company" - if I need to drill a hole, Makita or Hilti come to ming, if I need to take an ultimate quality photo (of a certain size) Hasselblad comes to mind.

I am sure that there is a good marketspace for special APS-C or FF cameras (see Leica), but

PLEASE DO NOT CONVERT THIS TOOLING COMPANY INTO A FASHION AND LUXURY BRAND - WITH MEANINGLESS PRODUCTS

If this is what the board of Hasselblad receives as a feedback, if they understand and come up with a NEX based creation that makes sense and gives us a better Tool - well, then this all was good.

3 upvotes
Gesture
By Gesture (Sep 20, 2012)

Long way from those wonderful brochures on 6x6 photography, including a great one from Ansel Adams. Still have it.

1 upvote
Total comments: 628
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