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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
4567
Valen305
By Valen305 (Sep 19, 2012)

This camera reminds me of the Aston Martin Cygnet, which is basically a Scion IQ dressed up in wood and carbon fiber. If they were launching this with a whole new line of Hasselblad lenses, it would make sense - but seems they're not, so its pointless.

Comment edited 3 minutes after posting
2 upvotes
VDG
By VDG (Sep 19, 2012)

Haha I was actually wondering what that alliance reminds me now I know :)

0 upvotes
BJL
By BJL (Sep 19, 2012)

The attempt to justify the price as due to material costs is surely a lie: a small chunk of burl wood or carbon fiber wrap does not come close to adding all those thousands of dollars to the price of a NEX7.

But the promise of all three cameras having "the same style" means that we have a woody RX100 and a woody A99 coming.

But if the profits extracted from *people with too much money*(TM) goes into at last getting a 21st century (CMOS with on-sensor ADC) sensor for its MF cameras, all will be forgiven.

2 upvotes
Steve_
By Steve_ (Sep 19, 2012)

Now, now, there's no guarantee the other two 'cameras' will be Sony-produced, right? ;)

1 upvote
Documensony
By Documensony (Sep 20, 2012)

There's already a pimped Sony A99 circulating. Sony RX100 could be the 3rd one...

0 upvotes
JJJPhoto
By JJJPhoto (Sep 19, 2012)

Title of next month's article: Hasselblad responds to bankruptcy criticisms.

JK, I know one camera flop isn't going to bankrupt the mighty Hasselblad. It just pointless for Alessandrini to try to argue this camera isn't just a Sony NEX-7 in overpriced Hassy clothing.

7 upvotes
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 19, 2012)

good one

0 upvotes
tornwald
By tornwald (Sep 19, 2012)

Luca u funny :)

2 upvotes
Woland65
By Woland65 (Sep 19, 2012)

This must be the stupidest thing I have seen a company do in a long time. Total brand suicide. I can only laugh and hope that they pull out quickly before they do permanent damage to the brand.

On top of everything else the camera is also darn ugly. What on earth were they thinking? This camera is nothing but an insult to the current customer base of highly skilled professionals.

(I am swedish and I can guarantee you that this was not designed in sweden, if anyone wondered.)

13 upvotes
Mr Fartleberry
By Mr Fartleberry (Sep 19, 2012)

I assure you it will have none of those unlucky asian numbers in the works.

0 upvotes
Miguel J Princz
By Miguel J Princz (Sep 19, 2012)

You should not worry, probably will be only offered in Monaco's jewelry shops... for a serious Hasselblad photographer it's no option, it's like a Leica, much money and low performance...

2 upvotes
Delacosta
By Delacosta (Sep 20, 2012)

"(I am swedish and I can guarantee you that this was not designed in sweden, if anyone wondered.)"

Tack för det. Jag är också svensk, men nu kan jag sova lugnare i natt då! Pinsamt att Hasselblad hamnat i det här. Påminner om Saab. Bra produkter, värdelös ledning, sorglig konkurs.

0 upvotes
ChrishsChan
By ChrishsChan (Sep 20, 2012)

If I am Sony, I will not sell the components to them to make this camera, usually, the shipment must be on credit, will not have the money back from Hassel, who will buy this urgly thing. Sony, it is a bad deal. If I am the boss of Hassel, I will fire the designer right away.

0 upvotes
cidereye
By cidereye (Sep 19, 2012)

But Luca, moded NEX-7 or your own baby using Sony parts one thing still remains - this camera is utterly hideous! LOL

5 upvotes
cgarrard
By cgarrard (Sep 19, 2012)

Just remember this, Sony is getting paid for bodies and sensors (yes you know Hassy will buy them from Sony most likely). I don't know if Sony really expected this kind of fallout from this announcement, I know I certainly didn't.

I had hoped originally that the computer renderings wouldn't look like the final product near as much (like concept cars in the auto industry).

Price is one strike, using Sony parts is another because of the price, being fugly strikes you out Hassy. Sorry, time to suck it up and scrap this project, and at least take one strike away somehow. Price it at 2k, people will calm down.

Carl

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

about the design ? for sure not

0 upvotes
AngryCorgi
By AngryCorgi (Sep 19, 2012)

http://i0.kym-cdn.com/photos/images/original/000/000/177/800px-Sup_dawg.jpg

1 upvote
AngryCorgi
By AngryCorgi (Sep 19, 2012)

You lost me at €5000...try to start over and just not tell us the price until the end...

0 upvotes
slncezgsi
By slncezgsi (Sep 19, 2012)

Somehow reminds me of the 'special edition' Sigma SD1 - 'woody', but this one trumps it :-\

I am really wondering what brought Hasselblad to Sony. If at all - I would have expected closer ties with Fuji - after all they produce many lenses and even produced camera bodies for Hasselblad in the past.

1 upvote
Lucas_
By Lucas_ (Sep 19, 2012)

"I am really wondering what brought Hasselblad to Sony"
That's easy: Sony's sound investment in breakthrough technology development.
Nikon, Leica, Fuji, Olympus, etc are already enjoying that in many of their products.

0 upvotes
nathantw
By nathantw (Sep 20, 2012)

Since Kodak was probably the company that provided Hasselblad with sensors and now that Kodak is kaput in that field they had to look somewhere else. Sony was a good choice, so why not? I agree with that change. I just think it's too bad that they're charging so much for the camera.

0 upvotes
mbpm
By mbpm (Sep 19, 2012)

Luca Alessadrini: "So, we have heard our fan's criticisms about the 'showy' nature of the NEX-7 Lunar and SonyBald has decided to upgrade the body to a more 'normal' looking camera body next fall. The new camera body will include mythical materials such as Unicorn leather and a magnesium body sprinkled with Philosopher's stones for just €5,741.85 ($7,500). But, that's not all, SonyBald's recent partnership with Adidas has allowed us to produce a special addition scratch-and-sniff body for only €765.58 ($1,000) more. At this time the scratch-and-sniff option is only limited to Adidas Moves cologne."

I can just see this unfolding.

Comment edited 2 times, last edit 8 minutes after posting
0 upvotes
Magnus W
By Magnus W (Sep 19, 2012)

I'm currently ashamed of being Swedish. In fact, I think the embarrassment of this travesty is so great that it spills over to Sony, which makes me doubly embarrassed as a Swede AND a Sony shooter. Apologies to all, let's just forget this ever happened.

7 upvotes
Lucas_
By Lucas_ (Sep 19, 2012)

Why bother? Just consider:
1. Many rich guys like photography as well as to "stand-out" from the crowd ( weird cars like a Panoz, rustic or antique furniture... )
2. Beauty ( therefore uglyness ) is in the eyes of the beholder...!
I wouldn't call the Hassie/NEX design "ugly" but actually "exotic"!!
Anyway, people even by Canon DSLRs... and those are some ugly gadgets!

Comment edited 2 times, last edit 7 minutes after posting
3 upvotes
Boerseuntjie
By Boerseuntjie (Sep 19, 2012)

Hahahaha ....well said Lucas

1 upvote
Sergiusbr
By Sergiusbr (Sep 19, 2012)

Don't worry and go ahead! There are lots of lunatics wishing to enter in this lunar system!

0 upvotes
fotobo
By fotobo (Sep 19, 2012)

Return to retro "Hassy square" and Victor will stop spinning and screaming. Make that 36Mp square full frame mirrorless using NEX mount (and all the other Sony innovations) and we'll forgive you for your temporary lunacy.

2 upvotes
T3
By T3 (Sep 19, 2012)

If you don't like it, don't buy it. What's the big deal? If the innards are good, what's wrong with another company using them? People tend to forget that camera development is a lot more expensive than it used to be. Back in the film days, you were basically designing the body shell and controls. Then you loaded it up with film. Fairly easy, compared to what is involved in putting out a camera these days. So if someone else has good digital innards that you can use, it makes sense for a company like Hassy to use them. It's simple economics. Then they can put their efforts into the outer body, like they did back in the film days.

I just wish they wouldn't use those ugly silver NEX lenses.

2 upvotes
Macro99
By Macro99 (Sep 19, 2012)

The Lunar will quickly become the Pontiac Aztek of cameras. I don't think I've ever seen an uglier design.
Collaborating manufacturers can potentially produce wonderful innovations, but this will only hurt the reputations of both brands. Read the posts and stop now before it's too late!

7 upvotes
Rage Joe
By Rage Joe (Sep 19, 2012)

God help us, three different cameras with this same desing!

4 upvotes
Anastigmat
By Anastigmat (Sep 19, 2012)

"we're just using more expensive materials"

That is hard to believe. Sony may charge slightly more for the sensor because of volume discount for a buyer like Nikon, but other than the sensor, there isn't anything inside a camera that can jack the price up to Leica territory. Is Hasselblad using platinum or gold inside their cameras bodies?

0 upvotes
micahmedia
By micahmedia (Sep 19, 2012)

...they are, along with semi precious stones and carved wood, it appears. The price is arguable.

What's not is how this makes sense with Hassy's history. This is like the enameled Hassys...why take a piece of proper pro gear and gussy it up in ways that don't make it work better? In this case, why take generally inexpensive consumer gear and gussy it up for 5 times the price?

0 upvotes
Lucas_
By Lucas_ (Sep 19, 2012)

Leica doesn't even put a redesigned skin on their rebadged Panasonics and still charges "Leica territory" prices for them...!

2 upvotes
mattmtl
By mattmtl (Sep 19, 2012)

Sure, Leica redesigns the skin. The difference is a Leica-skinned Panasonic has a stripped down, simplified look. On a compact camera, this means that Panasonic's minimal grip disappears completely. On other models, it has meant applying a classic rangefinder look (the Digilux series).

As for the price, the Leica-badged Panasonics are indeed way more expensive than the originals. But never have they approached M prices, let alone a difference on the order of $4,000. They also provide a better warranty and software.

I have never bought a Leica and probably never will. Just pointing out that it's an exaggeration to say that what Leica does with its rebadging is in the same league as what Hasselblad has done here.

Comment edited 1 minute after posting
2 upvotes
Gesture
By Gesture (Sep 20, 2012)

Yes. I just wish Leica would market those cameras as co-developed with Panasonic, instead of pretending they are Leica cameras, which they are not. Paying a premium for the Leica warranty and whatever image tweaks they make is fine. Pretending is was made by Leica is not.

0 upvotes
Geir Ove
By Geir Ove (Sep 19, 2012)

DPReview,

Isn't there enough vulgar comments in this thread by now?

I thought this was a photo-forum...

I don't thin much of the camera, but really guys ....!

Geir Ove

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

ugly is vulgar ? come on ? ^^

and also its a camera forum not a photo forum, and its about the design of a camera, that the company put out on a public venue, so i guess they want my opinion, otherwise, they would hide it :)

and i say it again : so its three ugly cameras ? what makes that better ? and why did he say that, when the main criticism is about the design ? luca you are a clown ^^

1 upvote
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 19, 2012)

If they never got market research before they should thank us for doing it for free now.

2 upvotes
Rage Joe
By Rage Joe (Sep 19, 2012)

Really. Hasslebad should be thankfull, since it still might be possible to save some tiny part of their reputation listening to what people think of their mindless turd. They haven't lost everything yet, but it's not very far anymore.

Hope this was helpfull. And I remind you that I used to shoot with Hasselblad gear when it was relevant.

1 upvote
Defective Camera
By Defective Camera (Sep 20, 2012)

Marc Newson must've had something to do with this camera. *-d:-)

1 upvote
onlooker
By onlooker (Sep 20, 2012)

The only thing vulgar in this thread is the image of that camera.

2 upvotes
JesperMP
By JesperMP (Sep 19, 2012)

Just a few Allesandrini quotes:

"This is not a NEX 7 camera, just because we are buying components from Sony."
Until Hasselblad can tell us what has been changed from NEX7 apart from the outer shell, I assume that it is a NEX7 inside.

"For example, the camera's body is made of aluminum. It takes five hours to machine this down. You can only produce three or four a day, and it costs €300. The same part, but made of plastic, would cost 35 cents"
Are we forgetting that NEX7s body is magnesium alloy ?

"I've been longing to talk to a younger audience of potential professionals,"'
A younger audience dont have extreme bootloads of money. Professionals dont want bling-bling.

"We want to be very honest: we have a tradition of choosing the best materials for our cameras"
Honest ?? What does the leather inlays and gold and silver trim have to do with being the best material for a camera, apart from bling-bling ?

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

extreme trueness :)

1 upvote
Antonio Rojilla
By Antonio Rojilla (Sep 19, 2012)

Whenever I heard or read the name Hasselblad I automatically thought of the 500s, the 200s, the Flexbody, the XPan... Of great studios and respected photographers... Of astronauts in the moon... And now they have almost ruined all those memories. What has been seen cannot been unseen.

At least they made me laugh.

16 upvotes
gil
By gil (Sep 19, 2012)

At least there is the moon connection :).
cheers,
gil

0 upvotes
cgarrard
By cgarrard (Sep 19, 2012)

rofl!

0 upvotes
Lucas_
By Lucas_ (Sep 19, 2012)

"astronauts in the moon... "
Was the Lunar Module a beaultiful ship, or the Lunar Rover a fancy car? They were da*n expensive, that's for sure!
OK, so now we have the Lunar Hassy: "Exotic" and expensive!

0 upvotes
Gionni Dorelli
By Gionni Dorelli (Sep 19, 2012)

OK guys, you cannot afford it! We got it.
Stop complaining, it was not meant for you.

I understand it is ugly, yet most of the luxury watches and expensive purses are very ugly as well.
It is just the way it is.

2 upvotes
AbrasiveReducer
By AbrasiveReducer (Sep 19, 2012)

There are lots of things I can't afford that I really, really wish I could. This isn't one of them.

4 upvotes
cgarrard
By cgarrard (Sep 19, 2012)

I second that.

1 upvote
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 19, 2012)

Are you saying expensive is supposed to be ugly and we poor unwashed masses are just too poor to see the pure divinity in this angelic camera coming straight to us from Mount Olympus wrought by the hands of gods delivered by the fairest of concubines worshiping this idol of a dare I say a mere camera? (no disrespect to Olympus)

2 upvotes
Steve_
By Steve_ (Sep 19, 2012)

OK, Gionni, we get it. You purport to have more money than sense. Congratulations. Since this forum revolves around the concerns of us mere mortals, it was not meant for you.

1 upvote
Gothmoth
By Gothmoth (Sep 19, 2012)

this hasselblad is like the photokina... overall dissapointing.....

Comment edited 10 seconds after posting
3 upvotes
LensLineup
By LensLineup (Sep 19, 2012)

the defensive reaction makes the (lack of) effort even worse!
- take Sony camera
- stick Leica logo on
- put price up
- hope nobody notices <<< ooops!

1 upvote
James Booba
By James Booba (Sep 19, 2012)

Leica=Panasonic

2 upvotes
Luke Kaven
By Luke Kaven (Sep 19, 2012)

At least when Saab rebadged the Subaru Impreza they had the good sense to make it look better and to not charge more for it.

This move make Hasselblad look like the wrong company to work with as a professional. This speaks of misplaced priorities.

0 upvotes
Lucas_
By Lucas_ (Sep 19, 2012)

For at least their last 18 years Saabs were actually rebadged/reskinned Opels and sold more than before!
Hasselblad is only doing with Sony what Leica does with Panasonic. At least they are refacing the Sony with an expensive jewllery-look skin, which Leica doesn't do with Pannys and yet charge premium money for them.

1 upvote
inevitable crafts studio
By inevitable crafts studio (Sep 19, 2012)

so leica adds gold and leather to panasonics, and charges 4k more for that ? wow

2 upvotes
cgarrard
By cgarrard (Sep 19, 2012)

Lucas, c'mon. The Leica's aren't 5x the price of panasonic cameras. And they do indeed look nicer than Panasonic cameras. DLUX1 vs FZ50 classic example. LC1 vs Digilux 2, another. In either case not even twice the price.

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

Just let's stop critising, Let them go ahead and break the record: the ugliest camera on earth.

Comment edited 4 minutes after posting
4 upvotes
cgarrard
By cgarrard (Sep 19, 2012)

Looks like they are going to do it anyways, even with the criticism. Might as well have fun at the same time! :)

1 upvote
Trued1
By Trued1 (Sep 19, 2012)

Original Hasselblad was designed by the same Swedish guy Sixten Sason who also designed the first Saab car models 92-93-96-99. His colleague Björn Envall ex. Saab design boss should have designed this camera. I bet this is a 100% italian job NOT Swedish. Looks odd to say the least.

1 upvote
inevitable crafts studio
By inevitable crafts studio (Sep 19, 2012)

jep looks very italian, cant understand the swedish guys why they did that

0 upvotes
Kukaduro
By Kukaduro (Sep 19, 2012)

No, this can not be Italian. They produce a lot of Euro-trash besides the world's most elegant products but this does not look and smell like Italian. The organic shape resembles Japanese cars. I see Asian influence with materials Hermes would apply. They may have commissioned a Japanese artist who is now in hiding.

Comment edited 2 minutes after posting
0 upvotes
inevitable crafts studio
By inevitable crafts studio (Sep 19, 2012)

i bet its italian, i know they make great car designs not to speak of mtorcycles, but this reminds me of a 80ies zebra leather tuxedo :)

this is italian for sure haha

0 upvotes
LaFonte
By LaFonte (Sep 19, 2012)

Well, it is not that they use NEX-7 sensor, it is more that they use the whole NEX-7 and put just a different shell around it, a 5x higher price sticker and hope people are stupid they will not notice that what they use is in fact NEX-7 camera and sony lens with perhaps differently colored firmware.

Yes, here is a value in Hasselblad trade name...but if they think they can copy Leica-Panasonic partnership they are deceiving themselves. What exactly they offer to sony beside their own name? It is just a pure rebranding.

1 upvote
GuyMcKie
By GuyMcKie (Sep 19, 2012)

The chinese will make their own copy of this skin, for 50$ or less.

1 upvote
Gothmoth
By Gothmoth (Sep 19, 2012)

typical denial mode of a manager... so he say it is not the same?

but he does not tell what exactly is different...

it´s total bullsh*t what he said..

they try to milk the hasselblad brand.. it´s simple as that.
but even the most naive manager should know that this can backfire.
have a look at history.....

Comment edited 2 times, last edit 3 minutes after posting
3 upvotes
SamTruax
By SamTruax (Sep 19, 2012)

So we all know that the most important elements with regards to IQ are the sensor and the lens... and both of those are exactly what you can get with the NEX 7 (they even admit to NOT tweaking the Sony sensor)...heck, you can get a pretty good combo with the F3, 5R or the 6, for that matter.
I think they are totally out of touch with reality.

Sad thing is they will definitely sell a few of them and declare it a great success.

1 upvote
Lucas_
By Lucas_ (Sep 19, 2012)

I won't be surprised if they actually sell more than "a few". Hasselblad isn't just a name, their cameras are all very respected as having excellent quality and I'm sure they'll continue honoring that. This partnership with Sony will keep them up-to-date with the most advanced technology.
IMHO it's a win-win situation!

Comment edited 7 minutes after posting
0 upvotes
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 19, 2012)

Exactly
If Hassie made the lenses that would be something
What you have here is the Sony cake with Hassie useless icing but instead of pretty sweet tasting icing you have endangered species turds. Just buy a Sony and have a real photographer take the pics for you for 5k over the price of the Sony. What to cameraphiles want? They want what Leica puts out. Do a Hassie version of that and spend a decade playing catch up. Better yet just stick to medium format.

2 upvotes
Calienteve
By Calienteve (Sep 19, 2012)

I like innovations and I think Hasselblad is cool... But to me, this is just a super-overpriced Sony NEX-7. I don't care if they added a brown grip cover... They are taking advantage of their reputation.
It's all cool with me if people want to pay that amount for that camera... They just won't get my money.
I rather get a Canon 5Dmk3 or a Nikon D800 with a couple of good lenses instead...

0 upvotes
rjx
By rjx (Sep 19, 2012)

Luca Alessandrini can cry a Mississippi River all he wants.

If you want to sell expensive cameras, fine. But please don't play the photographers as fools. You might be successful selling amazing cameras that cost as much as expensive luxury cars. That's fine. Digital MF systems aren't cheap. But to think those same customers are naive enough to hand over large sums of money for a mirrorless camera that when it comes to image quality, will be no better than the competition (and there's a lot of mirrorless competition). The justification is the materials are more expensive for the lunar. Okay, I guess all the current mirrorless cameras on the market are malfunctioning and falling apart due to not using more "expensive materials." Not!

Hasselblad definitely has the right to do what they want to do. Customers aren't forced to buy one of these new Lunar cameras if they don't want to. But can Hasselblad please stop treating their customer base like naive fools that don't know any better?

1 upvote
gil
By gil (Sep 19, 2012)

By just sampling the different forums here, there are surely some photographers who are fools but will not necessarily buy this :). If they get their target volume/sales, Hassy is right and if not, the criticisms are well founded. Someone said before that it is easier to understand disaster when one experience it rather than anticipating for it :).

0 upvotes
Ben O Connor
By Ben O Connor (Sep 19, 2012)

I must but a NEX-6 as my new camera.

Come on, even hasselblad buys them !

0 upvotes
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 19, 2012)

Why defend yourself if there is nothing wrong?
This was a horrible way to get into other markets than medium format.
Step one. Fire the designers and consultants. Zero market research was done.
Step two. Apologize for burning our retinas with such hideosity that only Medusa could rival.
Step three. Ask what the photographers want NOT what over paid designers want.
Step four. Build your own bodies, lenses and buy the best sensors out there without partnership.
Step five. Mark it up however much you want because this is a niche product and not for pros or the masses. This is for insecure label whores with more money than sense.
Start with image quality and performance and less on endangered species and gems. Just screams pimp. Do that for a few years and you might get a following. Better yet just stop while you are ahead and make the best medium format gear while flushing millions of dollars/Euros down the crapper and save all hassle-blad

7 upvotes
MPA1
By MPA1 (Sep 19, 2012)

Still don't see why they are teaming up with a TV manufacturer...

2 upvotes
rjx
By rjx (Sep 19, 2012)

That I see nothing wrong with.

Sony makes amazing sensors, and has been upping the bar with their cameras. I applaud Sony for taking risks and doing things others aren't.

6 upvotes
Boerseuntjie
By Boerseuntjie (Sep 19, 2012)

Marcus thank that TV manufacturer for improving your Nikon ;)

10 upvotes
Lucas_
By Lucas_ (Sep 19, 2012)

Ignorance is bliss...!
It's about time you get your knowledge of the current and future trends in photography gear recycled... haven't you noticed it's all about electronics now?

1 upvote
gil
By gil (Sep 19, 2012)

They could also ask Samsung who makes both TVs and sensors :). It looks like you are still in the 80s.

1 upvote
pntbll248
By pntbll248 (Sep 19, 2012)

I guess I'm confused why there is so much negativity over this camera. From what I gather, it's meant to be a luxury item. No, from a practical standpoint it doesn't make the most fiscal sense for your average photographer, but it's not in any way geared towards your average photographer. It's a luxury -- plenty people buy expensive cars, jewelry, etc... A lot of expensive cars are not practical for picking up groceries after work, but you don't buy a Lamborghini for everyday errands. Even if 99.9% of photographers can't reasonably afford the Lunar, that doesn't make it worthless to them. I imagine 99.9% of photographers have little interest in owning a gold or osmium camera, but this is still a case of two companiea with vastly different niches in the photographic community creating a partnership. Innovation and cooperation in technology is hugely important in developing new and improved gear which could someday make its way into the hands of others photographers. Innovation will be scarce if we view the D800/E and NEX-7 as the final discussion of today's camera technology.

The folks at Hasselblad seem like relatively intelligent people. They see a niche that they believe they can turn to a profit -- an ultra-luxury mirror less camera with modern features. Maybe they'll succeed, maybe they'll fail miserably. I certainly won't be buying one, but I'm interested to see what comes of it.

6 upvotes
increments
By increments (Sep 19, 2012)

Possibly because Hasselblad have been a manufacturer of serious high end photographic equipment, but have seemed to switch tactics to make some electronic jewelry instead.

(Before you even get to its pure ugliness.)

1 upvote
intensity studios
By intensity studios (Sep 19, 2012)

The criticism is not because it's a luxury model... The criticism is that it's an eyesore. Look at it! It's hideous.

10 upvotes
Emacs23
By Emacs23 (Sep 19, 2012)

I guess this thing is against their sense of beauty. No wonder they are so angry.

0 upvotes
pntbll248
By pntbll248 (Sep 19, 2012)

Oh, right, I do agree that it's quite ugly. Maybe it looks better in person? *shrugs*

1 upvote
Jim Radcliffe
By Jim Radcliffe (Sep 19, 2012)

"It's meant to be a luxury item."... I wish camera makers would focus (pardon the pun) on making great, functional cameras and forget about the "Luxury".. one camera maker doing that is enough. Some of the "Luxury" collector items that Leica has produced are downright embarassing. For Hasselblad to follow suit is just amazing.... I guess you make money any way you can these days. Looks like we are beginning to see a trend where "Designer Cameras" are the next big thing.

Produce a camera that produces amazing images is still the best path for a camera maker to follow. Show me how that is wrong in any way.

0 upvotes
Lucas_
By Lucas_ (Sep 19, 2012)

IT IS a "luxury item"... so what? I'm sure there are many rich people who love photography and luxury as well as standing-out from others ( ever seen those million-dollar "weird" antique cars, furniture, etc? )
Remember: beauty ( therefore uglyness ) is in the eyes of the beholder...!!

0 upvotes
Rage Joe
By Rage Joe (Sep 19, 2012)

Cmoon. If you want innovation in camera technology buy a Nokia PureView 808 with a 41 megapixel sensor in your pocket. It is also much more luxurious camera than this lunatic model for 500$. What can you say anything else but this time the Finns kicked the ass of the Swedes really good.

0 upvotes
mattmtl
By mattmtl (Sep 19, 2012)

" A lot of expensive cars are not practical for picking up groceries after work, but you don't buy a Lamborghini for everyday errands"

Well, if your "Lamborghini" were a Toyota with some wood panels and gold trim you could!

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

guys whats that about "rich guys like photography too" stuff ? a rich guy buys a leica s2 or any othe superpro model. the only guy that buys that, just buys it BECAUSE its a luxury item.

that has nothing to do with photography and no designer can tell me that this has ANYTHING to do with the name hasselblad OR the philosophy in ANY WAY !

THIS IS NO TOOL ! and thats the point, forget the price, people will buy it, if its good

Comment edited 2 times, last edit 1 minute after posting
0 upvotes
mpgxsvcd
By mpgxsvcd (Sep 19, 2012)

How in the world did the original news story for this camera get more posts than any other camera announced at the show? Almost all of the comments were against it.

I know publicity is supposed to always be good. However, in this case I probably would have just bit my tongue instead of trying to tell the entire community that they don't know what makes a good camera.

1 upvote
Boerseuntjie
By Boerseuntjie (Sep 19, 2012)

Get over it, nobody is forcing anyone to buy these cameras.

2 upvotes
Lucas_
By Lucas_ (Sep 19, 2012)

Well said...!

0 upvotes
zos xavius
By zos xavius (Sep 19, 2012)

I don't think they could force anyone if they tried. I wouldn't be caught dead with that!

2 upvotes
Boerseuntjie
By Boerseuntjie (Sep 19, 2012)

Nobody wants to buy a Hermes Leica at $50,000 this is only a $6,000 camera, get over it....LOL
Hassle = Bad is just as childish as "Herpes" Leica

Comment edited 4 times, last edit 10 minutes after posting
0 upvotes
BJN
By BJN (Sep 19, 2012)

Nobody *could* force anyone to buy these cameras. It does sound like you and Lucas have a real attraction, perhaps you could pool your resources and be the Bad 'blad-ers?

0 upvotes
mpgxsvcd
By mpgxsvcd (Sep 19, 2012)

That thing looks like it belongs in the Sharper Image stores. However, even they couldn't sell it at that price.

Comment edited 12 seconds after posting
2 upvotes
AbrasiveReducer
By AbrasiveReducer (Sep 19, 2012)

An Ionic Breeze with burled walnut.

0 upvotes
chrisfromalaska
By chrisfromalaska (Sep 19, 2012)

So I guess the costs to develop a housing for the Nex7 are far more than the cost of developing the Nex7 itself? Correct me if I'm wrong, but it looks like a Nex7 body in a fugly case, right? I'd be suspect of the claims that the lens is not just a rebadged Sony 18-55 too.

The fact that Blad reps are already on the defensive about the thing shows the criticisms have touched a nerve. And he's right, nobody is forced to buy it, but anyone that does clearly has more money than common sense.

5 upvotes
zos xavius
By zos xavius (Sep 19, 2012)

This. Really what have they designed? I know the answer. The ugliest camera in the world.

0 upvotes
Jonne Ollakka
By Jonne Ollakka (Sep 19, 2012)

Maybe I'm crazy, but I would've taken one of their lower cost 49mm sensors, cut it in about half horizontally and put it into an XPan-like body. That people would happily pay more than 5000 euro for.

Also, at least release something that resembles a V-camera, if you're going to call it Lunar.

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

EXACTLY

0 upvotes
mpgxsvcd
By mpgxsvcd (Sep 19, 2012)

They really should have come out and said we tested the market and we are willing to listen to our customers. We will come back with a product that offers functionality and a pleasing form.

This iteration obviously was not received well but we are a company that can adapt. However, they are not a company that can adapt. They continuously try to pass off someone elses intro camera with a retro feel as a high end camera.

I actually hope they succeed. I must be the only one that loves the look of the Lunar. I think it is elegant and modern at the same time. However, I would only be willing to pay a few percent more for that. Not 5x or more the MSRP.

1 upvote
Mitch Orra
By Mitch Orra (Sep 19, 2012)

When I saw the Lunar I couldn't believe such aberration. After reading what its perpetrator had to say, I understand it. This man thinks we are fools...

12 upvotes
_sem_
By _sem_ (Sep 19, 2012)

They've got competition!
http://www.lensrentals.com/blog/2012/09/product-announcement-lensrentals-looney

24 upvotes
Zerg2905
By Zerg2905 (Sep 20, 2012)

Formidable joke indeed. Cheers! :) :) :)

0 upvotes
Gesture
By Gesture (Sep 19, 2012)

Sad that Hasselblad couldn't look at these formats and see what innovations (viewing, ergonomics, image processing, lens adaptability, etc.) it could bring to the table.

2 upvotes
Retzius
By Retzius (Sep 19, 2012)

I don't think they understand that it wouldn't really matter what components it had if it didn't look like a flamboyant, pretentious, self-indulgent, pile of butt.

0 upvotes
ddolde
By ddolde (Sep 19, 2012)

You can't rationalize crap no matter how hard you try. He's in denial. The whole design group should be canned.

1 upvote
mpgxsvcd
By mpgxsvcd (Sep 19, 2012)

When the only thing that you have going for you is your reputation and you loose that you will know it is time to close up shop.

Honestly, did they think this was going to turn out well for them?

2 upvotes
cgarrard
By cgarrard (Sep 19, 2012)

This whole Lunar thing is turning into one big Hassel for them.

18 upvotes
Lanski
By Lanski (Sep 19, 2012)

It'd help if it wasn't so Blad looking...

12 upvotes
Cailean Gallimore
By Cailean Gallimore (Sep 19, 2012)

It's an ugly looking thing.

3 upvotes
Total comments: 628
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