Hasselblad responds to Lunar criticisms

Mr. Luca is trying to the following:

We used to make some top notch Medium format camera, we even send some to space. We know how to make some good stuff. But unfortunately in order to manufacture a modern camera today you only need Lenses, LCDs, EVFs, Sensors and some electronics. Unfortunately we don't make any of this stuff. So we buy some Sony and integrate some complex holding devise with rounded spinning knobs and engrave a big letter H on the body.
C'mon people, give us some slack. Hey, we trying, We need to make money over here, like every one else, stop picking on us.

It really doesn't bother me if Hassleblad want to dress a NEX-7 in bling for very wealthy people. However, it's a bit of an insult to people's intelligence to try and convince people that this is anything but a NEX-7 inside a body redesign. The specifications and the control layout seem virtually identical to the NEX, and only appear to be cosmetically different. If Hassleblad were just using Sony parts to design their own camera, it seems odd that they ended up with something so similar to the NEX-7 in specification and control layout. The control layout of the "Lunar" is more similar to the NEX-7 than it is to the NEX-6.

"keeping the same values that made our company famous. For example, that involves using the best material available..."
Gold and gems?!
Either he was lying, or Vitor Hasselblad did not use the best materials at his time.

Ok, so there seems to be some confusion in management's mind as to how much Hassy technical input there was to the prototypes (mock-ups) on display that seem to be internally identified as NEX-7s.
That's all fine, and the NEX-7 seems a technically competent basis for a mirrorless that will have the Hasselblad name attached to it.

But my first (and strong) reaction to the Lunar wasn't so much about the technical details, just the plain fugliness of the camera. My first impression was of a NEX covered in modelling clay.
I didn't notice Mr. Alessandrini addressing that issue, but rather getting defensive about things that don't seem to be fundamental problems.

Will it blend?

IF i were Luca Alessandrini, here's what I would say
"We are building a luxury camera here, did we ever say a beautiful camera?
NOOOOOOO"

Hey, Luca Alessandrini!!! Do you even own a camera or held one?

Hassleblad used to make expensive yet (just) affordable high grade film cameras whose appearance stood for something - Zeiss lenses and mechanical and electronic excellence. There's nothing wrong with an NEX7 and aesthetically it's a fine camera as it was designed by Sony - it doesn't need a makeover of any kind, especially this kind.

If Hassleblad really want to make an outstanding smaller camera, how about introducing a digital version of the SWC? The old SWC was their smallest most portable 120 camera and had one of the all-time best ultra wide angle lenses in the fixed 38mm Biogon. They're still sought after second hand for landscape and architectural work. That might get some reverence......

Rod

That thing should be in the science fiction film 'Dune', killing people with 'alpha' waves, aimed by Sting; even his bad acting couldn't save this monstrosity.

Stick with medium format.

Please.

I reckon poor old Victor Hasselblad must be spinning in his grave right now. I mean, precisely just HOW much 'substance abuse' had these guys been indulging in before they settled upon such a spectacularly ill-conceived abortion ? I've seen some pretty appalling design cock-ups over the years (the rear of the original Ssangyong Rodius MPV immediately springs to mind....check it out if you don't believe me !), but I'm afraid this is right up there with the top contenders. In fact just thinking about this camera has made me feel distinctly queasy....now wherever did I put that sick-bag....?

Hey, put all the Sony components you want in that thing. I just think it looks like they hired a yacht designer without telling him it's a camera.

A bad yacht designer.

That said, I don't doubt that plenty of people with money to burn will make sure that people see them taking pictures in public with it. That, in my opinion, is the only explanation for this, besides what seems to be genuinely strange management.

Note to Hasselblad: the backlash is real, but you won't be selling that thing to this audience anyway.

Reminds me of a kit car conversion. Buy a Pontiac Fiero then add a fiberglass overlay and put on Ferrari badges. Everyone knows its not a Ferrari and you look silly. You still have a Pontiac Fiero engine still and not a Ferrari engine. Hassie... Start from the ground up please. Forget ergonomics. Is the Leica ergonomic? No. What it does have is something that will last, great craftsmanship and awesome glass. Yes they outsource sensors but nobody cares that much.

I could not believe the push back from Canon and Nikon fanboys. Sad, quite sad!

The Koenigsegg has a Ford engine and Hasselblad will use a Sony sensor, so who cares anyway somebody will buy it

Dear Hasselblad,

I could care less what you are doing in the Sony venture.

You are selling digital cameras. Electronics. A computer essentially. Your prices ought to be coming down year after year. You want some of this? You need a sub-$10K MF camera with more MPs than the D800. Sub-8k if you can manage it.

Hear hear! This is "out of the box" thinking. Most of you 48% are non creative and stuck in the box! I will swipe the plastic pronto!

I feel sorry for Hasselblad, for Hasselblad fans, for Hasselblad emplyoees, I even feel sorry for mr. Allesandrini.

Who would have thought ?
That from the marriage between Hasselblad and Fuji, it would be Fuji that came out with innovative ideas and high quality in serious photography products and having complete control of both bodies and lenses, and it would be Hasselblad that would take a total nose-dive having to resort to pimping up another manufactureres products ?

Why do Hasselblad need to apologise for there decisions? People and press are all jumping as if they are going to get a free product and don't like it. Wait until it's out. Most of you readers never owned a Hasselblad and never will. So take your comments elsewhere.
I admire bold companies that innovate and take the 'left' side for a change.

Sony sells components to everyone so what's all the hype.

Already a Lunar competitor:
http://www.lensrentals.com/blog/2012/09/product-announcement-lensrentals-looney

:)

Carl

He says: 'This [the Lunar] is not a NEX-7 camera, just because we are buying components from Sony'.

On this youtube video you can see the camera and it's menu with the firmware notification. It says NEX 7, not Lunar :-)

http://www.youtube.com/watch?v=TdrU0mAo0QE

Don't miss this!

http://www.lensrentals.com/blog/2012/09/product-announcement-lensrentals-looney

LOL! :D

Luca,

The problem here is that the camera has no market placement:

1) Not A DSLR
2) Not a compact of any of the current types.
3) Too heavy and standoutish for a street camera.
4) Not a Pro camera.

When NASA commissioned H'Bad for a camera that would work in space it was the best camera for the job. To even mention NASA with this camera that exists for no other purpose than to pose, is an insult to the brand name.

Please, Please, use professional marketing and PR people in future.

At around $6,000 this camera is a steal compared to the Leica Hermes at $50.000

The current incarnation of Hasselblad bears little resemblance to the superb, elegant, understated cameras that built its fame and professional following. Only a hollowed-out shell of that fine brand would excrete products like these. At least when Leica seeks to reap its red-dot tax in restyled Panasonic cameras, the design isn't a hyberbolic moon shot of weirdness and bling. Unobtainium may be expensive, but does it have to be fugly too?

Reading the interview it says nothing about photography. It's all marketing and sales spin. Much like Leica's camera jewellery that they make.

It is a good thing that they did this as a "prototype" to get the "feel" of the vox populi.

What?

You mean it's in the works?

Like... ready for sale?

Oooooohhhh NNNNOOOoooooooo........ !!!!!!!!!

.

I find this kind of amazing. For a company rep to actually come out in defense of products means that the market reaction was wildly negative. Because if the reaction was even mostly negative, it's always best from a PR perspective to not recognize the criticisms in public and instead internally decide what course to take.

LOL he can say whatever he wants. I'm not buying into it. Guess that makes me more important eh?

I had a good size film Hasselblad system and I ditched them when they came out with their coloured camera debacle. Sad really. Just like playing on the old moon camera theme.

wow so they make three ugly cameras hahaha

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.

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.

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.

Luca u funny :)

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.)

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

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

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