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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.


Total comments: 628
By roblarosa (Sep 19, 2012)

Right, because cameras that are "using carbon fiber, titanium, wood, leather and precious metals – including gold" parts make such great quality images.

Comment edited 2 times, last edit 5 minutes after posting
By mpgxsvcd (Sep 19, 2012)

"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."

Means we are just incompetent and we can't make money off of people who are practically willing to donate it to us.

The problem is that the only thing differentiating them from their competition is their expensive materials and ridiculous price. These guys should have teamed up with Bose to make a great speaker/camera.

By VadymA (Sep 19, 2012)

His arguments are not convincing at all.

By Jens_G (Sep 20, 2012)

Yeah, the problem is he's just defending the price - I don't mind the price, I mind the UGLY

Comment edited 14 seconds after posting
By ET2 (Sep 19, 2012)

Unfortunately for Hasselblad , the lunar bodies that they are showing at the floor says (if you go into menu)

Body: NEX-7
Ver. 1.00
Lens/Mount Adapter
Ver. 01

I thought at least they should have taken the time to change that part ...

Given this Nex-7 example, I pretty sure the other two cameras they are planning are A99 and RX1 with Hasselblad name tag and woods

Please put more effort next time. Sony is not making traditional DSLRs anymore. A better strategy would have been if Hasselblad offered a DSLR version of A99 ...

zos xavius
By zos xavius (Sep 19, 2012)

Oh wow. That's really pathetic.

1 upvote
By Jens_G (Sep 20, 2012)

I don't mind that it's a pimped out Nex 7 - that concept has great potential.

I do mind that it's revoltingly, disgustingly, horrendously UGLY.

Why couldn't they take some styling cues from their Iconic designs from the 60s.

Marketers and "designers" ruin everything.

1 upvote
By pentaxination (Sep 19, 2012)

Rebranding and re-named, Hasselboobs.

1 upvote
By Boerseuntjie (Sep 19, 2012)

Leica and Panasonic so what?

Yanko Kitanov
By Yanko Kitanov (Sep 19, 2012)

Lie #1: We are just buying some Sony components
Lie #2: Having three different cameras with a common style means making the ugliest camera Ever
Lie #3: We are making a small profit margin over $6500 priced Sony NEX with more ugly details assembled in - Guess the country ;)

Lack of answer to the main criticism: Why on Earth is it so tremendously Ugly?

It seems they realized faster than Sigma that they are going down, still they seem just as stubborn as they don't seem to have learned Sigma's lesson.

Comment edited 3 times, last edit 9 minutes after posting
By ImagesInstyle (Sep 19, 2012)

how about "not" using expensive material that has no reflection on the outcome of the photos, and give us a lower price camera.
Its better to get a dollar out of a million people, than get a million dollars from 1 person. "famous quote of a sensible shopper".

By Eleson (Sep 19, 2012)

Those cameras already exists. No need to reinvent middle-of-the-road stuff.
Overpriced for some, yes, but if it offers something special, a few will appreciate that.
Fair enough, not everything have to be on the top of the charts.

Having said that, these may not offer 'special' .

By mgrum (Sep 19, 2012)

A Hasselblad Lunar but not made of extravagant materials with an extravagant pricetag? That'd be a NEX7 then...

By cgarrard (Sep 19, 2012)

That interview will not change most public opinion on the Lunar.

It is what it is Hassy, this many criticisms account for something- at least for this camera. Don't take them lightly is my advice.


By Michaels7 (Sep 19, 2012)

So basically what he's saying is, you're getting a Lexus car aka Toyota Camery. No thanks. Add a medium format sensor in this for the same asking price and I'll take a look at it. They didn't learn anything from Sigma's camera/price stunt.

Comment edited 3 minutes after posting
By desmond2046 (Sep 19, 2012)

Lexus is only 50% more expensive than Toyota (which is reasonable considering the luxury features) This stupid Lunar is 500% more expensive than NEX-7.

By Michaels7 (Sep 19, 2012)

Right. But it's still a Toyota car with a Lexus logo and that's pretty much what you're paying for.

1 upvote
Mike Cialowicz
By Mike Cialowicz (Sep 19, 2012)

At least the overpriced Sigma SD1 offers an innovative and unique technology... the 15mp x 3 Foveon sensor. They've reigned in the price quite a bit since the initial release, and I hear it's actually a quote good camera for certain purposes. The Hasselblad Lunar-derp brings absolutely nothing new to the table in terms of technologies or features.

Comment edited 35 seconds after posting
R Ortiz
By R Ortiz (Sep 19, 2012)

I have a Lexus and a Toyota. The Lexus is much better.
The Lunar is no better than a Sony NEX-7.

By Michaels7 (Sep 19, 2012)

@Mike. Innovative only goes so far. Sigma realized this after the masses complained about Sigma's insane initial asking price for that camera which brought them back down to earth where the price came down to join them. That was my point. Not the innovation part. Even Hassy has some nice technology in their medium format cameras, but most aren't blinded by innovation to the degree where they're going toss that money out if it's not justified.

By NickR (Sep 19, 2012)

The Euros doth protest too much.

By justinwonnacott (Sep 19, 2012)

looks like an edsel car.....or some kind of overdesigned kitchen appliance , of a gaudy fish lure. Really really unnatractive design.

1 upvote
By Wanganuilad (Sep 19, 2012)

We presumably don't understand. They must have researched the market and found a need for pig ugly and overpriced.

1 upvote
By hsmeets (Sep 20, 2012)

> or some kind of overdesigned kitchen appliance

Well this Luca Alessandrini worked once for De Longhi (as his linkedin profile says) so you were not far off as De Longhi as a kitchen appliance company...

Comment edited 2 times, last edit 1 minute after posting
1 upvote
Total comments: 628