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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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Rage Joe
By Rage Joe (Sep 22, 2012)

edit. accidental double post

Comment edited 2 minutes after posting
0 upvotes
zavart
By zavart (Sep 22, 2012)

The one thing which really makes me angry about this project (apart from the choice of sensor technology ) is not its look (which I personally like) nor is the choice of materials (I will always prefer wood and metal from plastic and rubber - call me old fashioned ...well I even have a hammer with a wooden handle:)) its the fact that in my mind Hassy had missed the opportunity to put inside truly multi aspect SQUARE sensor. If they had put something slightly oversized say 24X24mm (aka Pana LX7 ) it could have utilized the whole surface of the lens - corner to corner- at any given ratio. This could have been one area where they could really separate themselves from Sony or even other makers for that matter. Not to mention that camera with square sensor would really bring memories of the one used by Neill Armstrong!

0 upvotes
Rage Joe
By Rage Joe (Sep 22, 2012)

There is one point you missed there, the Sony sensor isn't square.

0 upvotes
zavart
By zavart (Sep 22, 2012)

But surely they could have order special line even if it meant they would have to pay 300% more for each sensor ! 6K camera surely could cover the extra cost !

0 upvotes
Rage Joe
By Rage Joe (Sep 22, 2012)

But then again they would have needed to ask Sony to build them a completely new camera to be able to fit that square in. Hasslebad itself didn't want to do anything else but to glue some skin on the camera, make some ugly changes to the camera, and charge 6 times more for it.

3 upvotes
zavart
By zavart (Sep 22, 2012)

The sensor would be only 0,5-1mm wider and only 8mm higher! So I'm sure they could find the way , especially since in these cameras there is not even sensor shift stabilization!

0 upvotes
peevee1
By peevee1 (Sep 22, 2012)

Some of the designs are fine, and what some segments of the market want. I'm sure the market will sort them out. And NEX-7 is a good camera to base a product on, even if actually bettered by NEX-6 in Sony's own lineup.

1 upvote
gasdive
By gasdive (Sep 22, 2012)

If this is what 'blad thinks is the best way to stay in business... It would have been more honourable to pay off their staff and close the doors.

8 upvotes
Joseph S Wisniewski
By Joseph S Wisniewski (Sep 22, 2012)

They did that a couple of times. They laid off essentially the entire engineering staff with one ownership change, and farmed out all design and production of new cameras to Fuji. Attrition continued until they had to close the doors of their award winning headquarters building. All that's really left is a sales and brand management team. Perfect for Ventiz, that's what they do. They do a 645 whenever Fuji updates the G, and the rest of the time, they order the G in Ferrari red or have it built in a stainless steel limited edition. Believe it to not, Lunar is a direct consequence of their current business model, branding without sense or taste.

7 upvotes
Rage Joe
By Rage Joe (Sep 23, 2012)

"All that's really left is a sales and brand management team. "

Not for long. A company that's managed like this also d.e.s.e.r.v.e.s to die. What a pity, what a joke. Hope the greedy owners lose all their venture capital.

Comment edited 2 minutes after posting
3 upvotes
doctor digi
By doctor digi (Sep 22, 2012)

I'd buy it if the hand grip was made of lunar rock. Now, you'd think with H's past involvement with NASA that they'd be able to get some from them? At the very least, a hand grip made from solid gold covered with grains of lunar soil.

2 upvotes
Delacosta
By Delacosta (Sep 22, 2012)

How about a Frank Zappa special edition made entirely from Cosmic Debris?

3 upvotes
Five Piece
By Five Piece (Sep 22, 2012)

To all the shrill voices on this thread: You are missing the point. This camera is emphatically NOT built for you! Their target customer is Missy an Trevor, the purchase of which will setback maybe a small part of an hours interest on their trust fund. They will buy it not based on technical prowess, but because it matches so nicely with the teak deck of their sloop "Serendipity"!

I wish the Hasselblad corporation the best of luck with their new lineup, if for nothing more than the history that they did build the cameras used on the moon, for goodness sakes!

1 upvote
WilliamJ
By WilliamJ (Sep 22, 2012)

Right said. I too think Hasselblad should have not done that sort of "repackaging" but if it's really necessary for some reasons we don't know, the better would have been to create a second-brand in order not to crash the image of the so-serious Hasselblad which is in itself sort of a climax in term of photography.

That said, I won't buy that camera and that's not a reason to give it a kick a sooth my weekly stress as too many of us here did again and again.

Hey, you, don't you have some (good ?) photographs to take with your own gear instead of barking from block to block ?

0 upvotes
BillFe
By BillFe (Sep 22, 2012)

WilliamJ@ Your comments make no sense. By the way, where are your photos?

1 upvote
WilliamJ
By WilliamJ (Sep 22, 2012)

If you have found my comments didn't make sense, it's probably time for you to go back to school.

By the way, one who has just made an answer to "All I want is a digital X-pan. Is it really that hard." by saying "Easy, just add a vibrator." just has nothing to demand to anybody. Understood ?

0 upvotes
Joseph S Wisniewski
By Joseph S Wisniewski (Sep 22, 2012)

@Five Piece, you are missing the point that no one is denying that Blad is aiming the Lunar squarely at the conspicuous consumption crowd. We're just saying that this will hurt Blad, just like it hurt Leica. They lost over 70% of their business in 3 years of Hermes ownership. The new owners turned them around by making a camera that, while still a luxury item and status symbol, also appealed to people who might actually want to take a picture with the thing.

Leica, at least, makes their lizard skinned or jeweled special editions starting with their own camera. And when they do branding exercises, like the Panasonic stuff, they jack the price 20% and add some attractive "Leica styling". This is a 200% jack, for nothing.

Comment edited 3 minutes after posting
3 upvotes
Joseph S Wisniewski
By Joseph S Wisniewski (Sep 22, 2012)

@WilliamJ, you missed why the new owners bought Blad in the first place, to leverage the brand name, or, in plain English, to milk it to death (which, I'm sure, they have a carefully designed schedule for).

A new brand would have simply been an unknown brand with an overpriced, ugly camera. It needed to be a Blad or a Gucci or something, to sell.

3 upvotes
Rage Joe
By Rage Joe (Sep 23, 2012)

@William, a company that comes out with BS like this is better of dead. A 1100$ camera, ruined, and you charge 6500$ for it. What a good idea.

0 upvotes
inevitable crafts studio
By inevitable crafts studio (Sep 27, 2012)

BillyJ just dont wants to get fired hehe

0 upvotes
CFynn
By CFynn (Sep 29, 2012)

If this had been a camera with a Gucci label instead of a Hasselblad label it probably would sell better and nobody would have minded. It is just the sort of thing one would expect if Gucci ever produced a camera.

1 upvote
Richard Murdey
By Richard Murdey (Sep 21, 2012)

It certainly uses more expensive materials, but, like the rosewood SD1, it adds nothing of value to the utility of the camera.

Leica can take a Panasonic camera, restyle it, and double the price. Bundle in Photoshop or something, extended warranty. It's a rip off in some sense, but not such an outrageous one. And taking the high resale value into account its not even such a bad deal.

E5000 for a pimped NEX7 on the other hand .... that's squarely limited to the "more money than sense" demographic of Russian oligarchs.

3 upvotes
Delacosta
By Delacosta (Sep 22, 2012)

"...squarely limited to the "more money than sense" demographic of Russian oligarchs."

The irony being that Hasselblads used to be 'square' and 'limited' in another sense.

I guess this is what we are left with when venture capitalists take over management. Depressing.

2 upvotes
cgarrard
By cgarrard (Sep 21, 2012)

I've wondered if a second defense/response to the response to Hasselblads announcement is coming.

I imagine "To those that don't believe us a second time, here's a third time"

or something like that.

C

2 upvotes
WilliamJ
By WilliamJ (Sep 22, 2012)

And when will you consider yourself satisfied ? When one will ask YOU mercy on his knees ? When one marketing man of Hasselblad will commit a suicide ? When Hasselblad will fire 14 persons ?

Are you one of these idiots who don't know when it's time to stop ?

1 upvote
inevitable crafts studio
By inevitable crafts studio (Sep 27, 2012)

so you ARE in the developement team of this camera haha

please tell me which drugs you took when designing it, i wanna enjoy the desing like you did while designing it hehe

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

i dont know any article or any review were everyone agreed like how ugly the lunar is.

so many comments telling others how well they discribed the ugliness of this camera ihehe

and suddently it doesnt matter if you should nikon or canon, everything seems good compared to that hb, probably THAT is the mission of this camera.
from now on people will call it the photokina miracle, and we all where part of it :)

maybe they will make a family guy episode about this one day, that would be great haha

Comment edited 4 minutes after posting
3 upvotes
gasdive
By gasdive (Sep 22, 2012)

I've read hundreds of these comments and this is the best one. It really has brought us all together. Amazing.

0 upvotes
WilliamJ
By WilliamJ (Sep 22, 2012)

Stupid comments ! Stupid as hell from suckers who seem to have found the occasion to be the "brightest" in the lynching mob of the "today's victim". One can criticize when the motive is good and his judgment as fair as possible. But these comments, O! my God, you should be ashame of yourselves both of you.

1 upvote
inevitable crafts studio
By inevitable crafts studio (Sep 27, 2012)

"todays victim" haha

are you the desingner of this camera ? why so offended when someone (or a lot of people) thinks a desigstudy is ugly?

whats your point? i dont get it

lynching mob ? what are you talking about ? its about design?! who wants to lynch anyone here? they killed themself or do you think its better to shut up if someone shows you a design and askes you to tell if its nice or not. so my answer is hell no its b@&& ugly! because it is, cant you see that?

0 upvotes
Just a Photographer
By Just a Photographer (Sep 21, 2012)

So, what's NEX (t) - they must have thought at Hassleblad...

1 upvote
MrPetkus
By MrPetkus (Sep 21, 2012)

No - it's really a Hasselblad - that's why it still has a non-ISO compatible hotshoe...

0 upvotes
Boerseuntjie
By Boerseuntjie (Sep 22, 2012)

Those are not production cameras and Sony now has ISO hotshoe in their new cameras.

0 upvotes
Joseph S Wisniewski
By Joseph S Wisniewski (Sep 22, 2012)

Yes, Sony has to go back to the ISO hotshot, as the alpha hotshoe is now exclusive to Blad. With their sophisticated styling, incredible value for the money, and the power of that shoe, Hasselblad shall become a world power in photography again.

0 upvotes
Gesture
By Gesture (Sep 21, 2012)

Forge a relationship, but do something constructive with it. What can Hasselblad contribute to Sony, experience in medium format digital, technical support, etc.

1 upvote
WilliamJ
By WilliamJ (Sep 22, 2012)

Right. That must be sort of an experience in a view to collaborate further...

0 upvotes
StevenChen
By StevenChen (Sep 21, 2012)

Looks may not matter, but shall it come with a set of new Hassleblad lenses ?
Always look for cheap body with good lens not the other way around.
It would be nice that new lens can be mounted on NEX7.

2 upvotes
WilliamJ
By WilliamJ (Sep 22, 2012)

Excellent suggestion ! By doing that, the final camera would transcend the core of it which is a good-but-not-amazing camera. For sure, the result would be excellent !

0 upvotes
CFynn
By CFynn (Sep 29, 2012)

Hasselblad lenses? When did they ever make lenses?

1 upvote
jeep
By jeep (Sep 21, 2012)

The negative response is because it looks pig ugly, dressing it up with designer panels won't fool the discerning. Now if it looked great that would be another story.

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

exactly, people are willing to pay 6k for a leica, people would spend 5k for a hasselblad, but not if it looks like @)&$;

0 upvotes
plasnu
By plasnu (Sep 22, 2012)

Ugly. Yes, it is.

0 upvotes
zavart
By zavart (Sep 21, 2012)

Well, I think most people here are forgetting that potential customers for this product don't even know what dpreview is. They don't follow this debate nor do they read any camera reviews. If they decide to buy any camera ( and to them most cameras are pretty equal as far as they are concerned ) they will only choose something which will match their lifestyle. So I don't think Hassy is going to loose sleep over these comments.I also don't think that pro photographers are going to dump their HD-4 just because Hassy has decided to diversify !

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

do you have the impression that this discussion is aimed towards hasselblads customers? ^^

bamm ... thats something hehe

0 upvotes
Andreas-AM
By Andreas-AM (Sep 21, 2012)

zavart: Very true, what you said.
It is like the 78 year old guy who has - finally - enough money to afford a Porsche, but is hardly able to get into that car.... not to talk about driving it.

Still, the Porsche has some superior technology and some more than just design.

What I really find very disturbing is the fact that you might be right....and that'S a waste of the Hassy name and legacy - because they used to be... just tools

1 upvote
zavart
By zavart (Sep 21, 2012)

re Andreas-AM I'm afraid that You can not compare Hasselblad to Porsche! Until the digital revolution it was simply small esoteric company devoted to making high quality finely-machined camera bodies and nothing more. With the digital era came different requirements with which only The Big Boys with proper financial resources could adapt. Not even Minolta Yashica Contax or Zenza Bronica were able to deal with that challenge. Hassy knows that it can not rival other photo companies because it cannot produce the sheer volume necessary to do so. Especially since One of the Big Boys is soon going to open the robot operated plant. So the question is how to survive ?By making someting mass produced with no chance of winning or to rather concentrate on craftsmanship of the shell like in the old good days ! Making it in smaller number but at higher price! Only time will tell whether their strategy is going to pay off! In any case for my and Hassy's sake I wish them Good Luck!

Comment edited 55 seconds after posting
0 upvotes
Rage Joe
By Rage Joe (Sep 21, 2012)

Anyone can google and everybody does it. Even the pimp-taste ones. Good luck, Hasselhoff!

0 upvotes
Matteo Ganora
By Matteo Ganora (Sep 21, 2012)

when the look wins against functionality, there's nothing more to say...
LOSERS!

2 upvotes
Yves P.
By Yves P. (Sep 21, 2012)

I hate to say this but this looks like a defensive response ... If you believe in what you create, you shouldn't have to explain it period ...

4 upvotes
Joseph S Wisniewski
By Joseph S Wisniewski (Sep 22, 2012)

Of course. LU cas named the LU nar after himself. Anyone capable of that sort of hubris is going to get defensive on a scale you simply can't imagine.

1 upvote
garyknrd
By garyknrd (Sep 21, 2012)

Personally I like the idea. A great name that is recognized world wide.
For me personally before I would buy it. I will wait for the accessories to get up to speed. Earrings, necklace's, nose rings, then a serious contender. Maybe Sack's Fifth avenue, will pick up the line.
+1 here, congratulations on the new spring line.

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

what a great idea, we should all post sarcastic praises from now on :)

that could be fun hehe

i will be the "listen guys just because YOU cant afford it doesnt mean that its not a technical masterpiece "

not that i plan to spam, but those poor designer probably allready think about suicide right now :)

Comment edited 2 times, last edit 42 seconds after posting
0 upvotes
Joseph S Wisniewski
By Joseph S Wisniewski (Sep 22, 2012)

And I will be the guy who politely asks you to explain exactly what extra technology Hasselblad actually contributed, because it looks like a stock Sony "masterpiece" with Blad "panels" and knobs.

Blad took the Mona Lisa, drew on bushy eyebrows and a mustach in black Sharpie, and asked 3x the price.

Oh, and the kind of designer who can do something like Lunar believes themselves to be totally beyond the criticisms of the ungifted, so there is no danger of suicide.

0 upvotes
Rage Joe
By Rage Joe (Sep 21, 2012)

I'm 100% sure not one professional photographer is going to be buying this thingie, or maybe one but only as a sick joke.

2 upvotes
zavart
By zavart (Sep 21, 2012)

Nobody and I repeat NOBODY has as yet seen even one picture taken by this camera! and yet you're ALL ready to hang this project before it has even started ! No evidence is needed "the Negroes" did it ! It's like KKK alll over again ! Prejudice is indeed , the deadly sin ! and YOU're calling yourselves professional photographers !!!! What a joke :(

0 upvotes
John
By John (Sep 21, 2012)

...and nobody will at that price ;-)))

0 upvotes
zavart
By zavart (Sep 21, 2012)

So obviously at that price nobody has also seen pictures taken by Leica or Hassy HD-4 ???

0 upvotes
Andreas-AM
By Andreas-AM (Sep 21, 2012)

zavart,
I think you again missed the point :-)
I for one belive that IQ will be no issue, it will be as good as NEX7 (which is great) or even a tad better, due to changed image processing.

A tad.ot 5 times.

Despite the design (which is to a large extend matter of taste) the biggest flaw is not Sony, not NEX7, even nor eMount.
It is the fact that these guys in Sweden try to sell me a product for 5000 that is worth... what? 1500? maybe 2000?

I for one don't take that and I think that this is completely de - tracked: Hasselblad was designed to last and to be kind-of-affordable in analog times. they moved to great, but kind of not affordable in digtal age and that is still ok. But now they move to average and you-must- be -freakin -kidding -me prices

2 upvotes
zavart
By zavart (Sep 21, 2012)

No! This whole storm in the teacup is NOT about the price! After all most people here can only dream about buyiing Hassy cameras and lenses or Leica for that matter! And in any case just because they start with 5K price does't mean that it's going to stay that way ! The issue here is that we ALL know beforehand what the piictures are going to look like even though Nobody got the chance to see it yet. Just because they are going to use some Sony components it's not a proof that it's a NEX-7 copy! For god's sake Panasonic makes sensors for Oly and still their cameras have completely different IQ. We don't even know what kind of processor is going to be there and which lens maker (apart from Sony) is going to make lenses for this camera.
It's about being fair and judging product on what it can or can't do! Not on it's looks ( which is always very subjective) or even price !

0 upvotes
zavart
By zavart (Sep 21, 2012)

PS I'm thinking about buying Pentax K-30 because it is really a great travel camera even though it is probably one of the ugliest cameras I have ever seen !

0 upvotes
increments
By increments (Sep 21, 2012)

But Zavart, the looks are what separates this from the NEX-7. So of course it will be judged on them.

1 upvote
balios
By balios (Sep 21, 2012)

The camera is a $1000 Nex-7 with $4000 of styling. Accusing DPR readers of focusing too much on the style and not the pictures, is almost comical in a camera like this. If all you just cared about the photos, then this camera is overpriced by $4000.

Second, I'm not sure why you bring up "professional photographers". I don't see people calling themselves such (I'm certainly not). And I don't see how this camera is aimed at professional photographers (those that I know don't throw away $4000 to style a $1000 body).

Third, none of this has anything to do with prejudice, and your attempt create that link only shows you have no idea what prejudice is. This is only reinforced by the fact that your attempt to label anyone who dislikes the styling as a white supremacist, is doing exactly what you claim other people are doing. You're making generalities about actual people, we're saying a camera is ugly.

3 upvotes
Andreas-AM
By Andreas-AM (Sep 21, 2012)

I respectfully dissagree :-)

A camera is a tool in the first place.
What it looks like is a matter of taste, as long as ergonomics are not between me and photography.

If ergonomics work or not is something I can not say about that Hassy - obviously. So this is no point of critism.

If I have the application for a medium format digital camera, be it Hassy, Leica oir whatever AND I get paid for that, then the tool has it'S price - but the value is there.

But if I take a (good enough) APS-C sensor, do some enhancements (maybe) ión it's IQ and sell it for some kind of stellar price - then there is something wrong.

An example: A Panasonic in Leica dress is still a Panasonic. Now I may be ready to pay a tiny bit more, maybe because I expect better service or I just WANT that red dot on the camera - but I would not pay 5 times the Panasonic price.

But the M might just do the job - Its not a Pana in a new dress. See the difference?

1 upvote
Andreas-AM
By Andreas-AM (Sep 21, 2012)

Ah, go ahead with the Pentax, I am sure you will like it. You are right, it's nice for travelling. So this is it's application

But can you give me one - just one - example for an application that requires a Hassy Lunar? And that it does that well better than a NEX 7, let allone a Fuji X-PRO?

Yeah, maybe a visit to Monte Carlo Cassino.... but hardly for photography.....

0 upvotes
ChrisKramer1
By ChrisKramer1 (Sep 21, 2012)

Dude, you do not take a consumer camera (which is soon to be superceded by an even cheaper model, the NEX6) put it in an expensive casing and expect to sell it for 5,000 euros. That is just being cheap and lazy. Even the lens looks Sony and as anyone who uses NEX will tell you, THAT lens is pretty pants. Seems like Hasselblad is not Hasselblad any more.

2 upvotes
csfoto
By csfoto (Sep 21, 2012)

zavart said: "We don't even know what kind of processor is going to be there ...". Please kindly check on both Lunar & NEX-7 official websites. It's clearly mentioned, these 2 cameras are using Sony BIONZ image processor. Both clearly mentioned that this processor is good for 24.3 megapixel. Please kindly take your time to check and compare their similarities in their main specifications.

0 upvotes
zavart
By zavart (Sep 21, 2012)

re balios ! And what about Leica or Regular Hassy . Who says they're not overpriced! Do You really think You can take with them pictures 3 or 6 times better than a regular FF digital cameras? Still there are people who, for whatever reasons are prepared to buy them! Maybe they're snobs maybe brand fanatics or just maybe they don't know what to do with their money! I really don't care ! Just like I don't care who buys the latest Lamborghini Aventador ! As for looks, I have never said that people don't have the right to voice their personal opinions ! I just wanted them to respect mine!

0 upvotes
zavart
By zavart (Sep 21, 2012)

re balios2 As for white supremacist...Well , You obviously haven't understood my metaphor! I'm talking about judging the camera ONLY by how it looks even though it is NOT a piece of jewellery or a fashion item ! Just like there are some people who like to judge other only by the colour of their skin ! ( and I'm not suggesting THOSE people are taking part in this discussion )

Comment edited 3 minutes after posting
0 upvotes
zavart
By zavart (Sep 21, 2012)

re Andreas AM One application of using this camera would be as a travel camera... in the back seat of Lamborghini of Ferrari. After all these people also would like to take pictures of their villas in Toscany or their lovers :) After all they also use 10K Rollex Submariner watches even though most of the time they don't even go 50cm below the surface !

0 upvotes
ICez0r
By ICez0r (Sep 21, 2012)

The problem is IQ is not linear with price. People buy expensive medium formats because they need the superior IQ, even though there isn't a huge difference between an APS-C and MF to justify the price. It's because there are no cheaper alternatives for that level of IQ. If you want to see how flat that hass falls, simply draw a graph with IQ increase in percentage against price and include all top IQ cameras representative of every 1k price tag. Then add the Lunar (using the NEX7 specs) and you will see how low it is. So what's left is design, but the comparison with an expensive car like Ferrari or Lambo is again badly thought. Those cars are not based merely on their aesthetics. They are not Fords on top of which they've strapped a different body.

0 upvotes
Just a Photographer
By Just a Photographer (Sep 21, 2012)

You are wrong!!!

This camera is on display at Photokina and they are showing working models.

Its 100% a Nex7. Even the menu and the icons are the same.
Hasselblad was too lame to even change Sony's software.

1 upvote
inevitable crafts studio
By inevitable crafts studio (Sep 21, 2012)

are you @$&($ kidding me, bringing racism on the table now ?

its about design dont you get it ??

people that design stuff and put it online want responses, because thats why they put it online and thats what their job is about?!

also KKK? youo know what youre talking about calling me a racist ? just because i dont like a camera design ?

come on ...

0 upvotes
GSD_ZA
By GSD_ZA (Sep 21, 2012)

Just like Kodak, Hasselblad will fall off the edge of existence if they are unable to innovate and retain their niche in the high end of pro studio equipment. For them to be literally destroying their brand with this ugly, consumer oriented Lunacy thing, is something that should cause heads to roll in the company.

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

hopefully, and then start over again with the lunar from scratch

0 upvotes
Michael_13
By Michael_13 (Sep 21, 2012)

Probably the worst launch of a product in history.
It will be interesting to see, whether Hasselblad will learn from this "marketing stunt".

I simply cannot imagine that any wealthy person would give money for this camera instead of a real Leica. But then, these people also buy mainly useless cars and yachts... must be fun to be rich. ;-)

2 upvotes
zavart
By zavart (Sep 21, 2012)

I have always thought that cameras should be judged by their IQ, performance and ergonomics! Silly of Me ! Obviously most camera reviews should only concentrate on looks because that what really interests "serious" photographers ! Nothing like Black & Boxy it's sooooo Sexy :)

0 upvotes
Just a Photographer
By Just a Photographer (Sep 21, 2012)

True, just look at the specifications of the Sony Nex7 and you'll know how this Hassleblad loonatic camera performs

0 upvotes
Sad Joe
By Sad Joe (Sep 21, 2012)

Just junk - not a Sony in drag at all - just cause its got all Sony parts we shouldn't jump to conclusions - Fuji , sorry Hasselblad might make their own sensor for the next one - yep - PIGS WILL FLY.

1 upvote
gustabod
By gustabod (Sep 21, 2012)

OK, we've critisized the thing to oblivion, now let's give Hassy a hand and offer suggestions on what they SHOULD have done instead (as pointed out by someone earlier research didn't come into this). Me, I would have taken the NEX 7, a few minor control changes (better buttons whatever) added "tuned by Hasselblad" or "Hasselblad Edition" or something like that on the front and sold it for 2 grand.

0 upvotes
GSD_ZA
By GSD_ZA (Sep 21, 2012)

And the savy among us would go out and purchase an NEX-7.

1 upvote
draschan
By draschan (Sep 21, 2012)

the comments on this camera should really make hassy think. first: design is not uglybently rich man's poor taste bling. design means design something useful and good: full frame or medium format mirrorless with high end lenses (no nex lenses PLEASE) sony lenses are great but as far as I can say: serious photographers aren't interested in nex lenses. get a REAL good industrial designer. start again from scratch. forget apsc. don't do expensive materials as gold and and albinomermaidfinskin. just go for image quality. there will be NO buyers for this and incredible damage for the brand.

1 upvote
zoomf
By zoomf (Sep 21, 2012)

What's wrong with Rolls Royce (what do you drive Altima)? So many from the 47% here! Chacun à son goût. A hard Lunar landing indeed.

1 upvote
inevitable crafts studio
By inevitable crafts studio (Sep 21, 2012)

you are great

0 upvotes
villagranvicent
By villagranvicent (Sep 21, 2012)

This is the ugliest camera ever designed... The wood grip is so "Rolls Royce"... At least Leica is not alone creating uber-expensive equipment for the rich and famous.

2 upvotes
harrisoncac
By harrisoncac (Sep 21, 2012)

This news makes me think of the besieged launch of Sigma SD1, Pentax Q.
So much money for so ugly design and/or under-performance.
Can someone please tell me if the sale for Sigma SD1, Pentax Q has taken off?

1 upvote
inevitable crafts studio
By inevitable crafts studio (Sep 21, 2012)

hopefully, because both cameras are excellent

0 upvotes
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 21, 2012)

Maybe Hassy is on to something. Fashions recycle after 20 years so this is the third time 1970's bad fashion is in. Welcome to the third dawning of the age of Aquarious! "When the Mooooooon is in the seventh house and Jupiter aligns with mars then peace will guide our planets and love will steer the stars! This is the dawning of the age of Aquarious! Aquarious! Aquarious!

Hassy is Jupiter and Sony is Mars!

I get it now!

Free love and drugs to make it all seem right.
Does it come with LSD?

1 upvote
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 21, 2012)

Lunar... Moon... Get it?

0 upvotes
zoomf
By zoomf (Sep 21, 2012)

It is fashion of course, and it is from space. But it is Lunar!

0 upvotes
marcio_napoli
By marcio_napoli (Sep 21, 2012)

Oh yeah, great! I didn't know I could fork out so many bucks to look totally stupid.

Anyone who ever buys this camera is like a walking-outdoor: "I'm so proud I toasted 6 grand to look like an idiot!"

7 upvotes
marcio_napoli
By marcio_napoli (Sep 21, 2012)

Joining one more voice to the already universal crowd:

This thing... this creepy aberration defines a new, previously unexplored, meaning for ugliness.

They reached a level of silliness so remarkable, that we didn't even know it was possible to go down into the abyss so deep and so fast.

Be proud, Hasselblad. You have defined a new meaning for "tasteless joke".

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

best
comment
EVER

:)

0 upvotes
Fiacre
By Fiacre (Sep 26, 2012)

And to try to sell this xxx, Hasselblad lie on the size of the micro 4/3 sensor size ! Did you ever see a kind of 8/3 sensor ?
http://www.hasselblad-lunar.com/index.php/main-specifications/cmos-sensor/
So funny :) Good luck Hasselblad...

0 upvotes
waxwaine
By waxwaine (Sep 21, 2012)

HANDS UP, THIS IS A HASSY ROBBERY!
Put all your money in our bag or we "shoot" you!
You can leave your sheap underwear(NEX) on!

2 upvotes
zoomf
By zoomf (Sep 21, 2012)

No it's not!

1 upvote
Jun2
By Jun2 (Sep 21, 2012)

ugly camera regardless price.

Comment edited 2 minutes after posting
2 upvotes
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 21, 2012)

How about Hassy stick to what they are good at.
Make a 4x4 digital sensor to be a mirrorless camera the size of a Leica body with a new mount and new glass with converters to other Hassy lenses for 6x6
Make it durable, classic, timeless, clean almost mechanical jewelry without bling and the people will go nuts. Sell it for 10k. This is something from the Island of Dr. Moreau.
I think Hassy is getting the hint. I hope they say "Nevermind"
We want to respect Hassy but this is making it impossible. This is what you get when mixing desperate, pride and zero market research. Don't lose your soul Hassy. Get back to quality, form and function for the purist. This is a $20 hooker wearing gaudy expensive clothes and jewelry. Take off the clothes and jewelry and you still have a $20 hooker.

3 upvotes
zoomf
By zoomf (Sep 21, 2012)

This is a $6000 hooker my friend!

1 upvote
spx20000
By spx20000 (Sep 21, 2012)

the harsh truth is, neither Hassy, nor leica, zeiss Schneider has the technical chop or resources to develop and build new sensors cost effectively.

Comment edited 31 seconds after posting
5 upvotes
zoomf
By zoomf (Sep 21, 2012)

What is shocking is that so many naysayers here do not recognize the stunning Italian design features presented. This was created by professionals for the 1% who understand this " is a celebration of the passion". Perhaps if you owned a fine automobile or any quality good for that matter you would see this Lunar dangling proudly around your neck.

1 upvote
Rage Joe
By Rage Joe (Sep 21, 2012)

Very few people are tasteful enough to appreciate this kind of artistic finer things in life.

1 upvote
exdeejjjaaaa
By exdeejjjaaaa (Sep 21, 2012)

yes... around you p... as in p... extender

1 upvote
Dan
By Dan (Sep 21, 2012)

You want this thing? Everyone's just going to laugh at you. You might as well just bejewel a D4 or something. I also think that the 0.0000000000000000000000000001% that want this thing probably won't be able to use it correctly. This thing's gonna depreciate faster than a $10,000 snow cone in Africa.

0 upvotes
GSD_ZA
By GSD_ZA (Sep 21, 2012)

Thank goodness only 1% have more money than sense.

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

i love your posts !

0 upvotes
CameraLabTester
By CameraLabTester (Sep 21, 2012)

Any graphic designer, industrial engineer, concept artist, creative director, etc would know that these designs were conjured up in frantic haste, perhaps just a few hours before the opening of Photokina 2012.

They are NOT well planned and thought out designs. They are empty hurriedly assembled sugar coatings to put a table cloth over an already existing NEX design.

It is so obvious,even to the layman,that these are not really R&D material. The ergonomics are utterly wrong.

THIS is why there are so many angry comments.

It is a shocking insult to one's intelligence.

Come back again in Photokina 2015...

...after you have done your homework.

.

12 upvotes
Cytokine
By Cytokine (Sep 21, 2012)

Sadly I do not think this mess was created in a few hours, I will give one example.

They say they wish to appeal to a younger customer and then produce prototypes that look like the dash board of a middle aged man's Bentley. When did you last see an I pod or game boy that looked like this. Not only have they misunderstood their brand strengths but they have not met their own brief.

The writing on the wall was apparent when they launched the Ferrari edition camera. Ferrari could sell that with its car, but not H'Blad.

4 upvotes
waxwaine
By waxwaine (Sep 21, 2012)

I just can imagine the blingee wife of the Hasselblad business development manager, convincing him to great this atrocity because she and her friends at the club want something unique to use with her caiman´s shoes.
Not even the best industrial designer can get a good result with that assignment.

1 upvote
Gesture
By Gesture (Sep 21, 2012)

It seems Samsung understands that target market better with WiFi connectivity, dual sensor cameras for easy self-portraits, etc. It's a shame because the NEX 7 is an outstanding camera.

1 upvote
Joseph S Wisniewski
By Joseph S Wisniewski (Sep 22, 2012)

Agree with everything you said, except one minor detail.

There is no photokina 2015. It's biannual. 2014 then 2016. I don't give Blad to 2014. Liquidation, and their assets bought by P1 within 18 months...

1 upvote
CameraLabTester
By CameraLabTester (Sep 22, 2012)

Joseph, you are the first one to spot the joke...

Yes, they will be there, at Photokina 2015... all by themselves.

That's how clueless and totally detached they are.

.

Comment edited 23 seconds after posting
1 upvote
Cytokine
By Cytokine (Sep 21, 2012)

Would the senior management and product managers care to write a book on "How not to launch a new concept" I think it would sell very well, with the title "How to kill an icon in 24 hours."

My sympathy's go out to all their staff who deserve better than this. Its not the concept of working with Sony or another manufacturer, its the truly unprofessional way in which this has been done.

I do not believe that the current management team are even capable of correcting this fiasco. The mistakes are so obvious that even a junior brand manager would be appalled.

8 upvotes
villagranvicent
By villagranvicent (Sep 21, 2012)

Couldn´t agree more... I should expected a digital X-Pan, or a DSLR inspired in their H-series, but this is a joke, no matter the fancy leather, or wood grip which make it looks even worst!

3 upvotes
Prairie Pal
By Prairie Pal (Sep 21, 2012)

Okay already! At the count of three lets all laugh and point at Hassy as he shuffles out of Dodge City with his pants around his boots.

1 upvote
Tom Caldwell
By Tom Caldwell (Sep 20, 2012)

I suppose if you get kicked in the head you are bound to say "ouch".

I think someone else has already coined the new word "Lunarcy".

There is bound to be a rush of demand for versions to be put in showcases unused waiting for the rare-value to kick in. Sorry.

Now if all the development money had been spent on technical improvement and not in style then the ruination of the great name Hasselblad would not be at hand. "Hasselblad Style" has a complete new meaning.

If they had made a digital "Old Hasselblad Style Box" with top mounted lcd and done a deal with Canon to mount their EOS lenses on it with 5DIII works inside then the pre-orders would be immense.

As long as it actually looked like a real camera of sorts.

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

even when they would use sony internals and mount, i mean i had a sony r1 and if you put this style of camera in a more boxy look with metal leather and chrome edges it would sell insanely good, no matter what the price is, a nex mount with ff sensor and you could use vertually EVERY lens ever made.

but no, thats to easy

no matter when you will start with photography, when you read a book about it, there will be one picture of a 500cm in it

so guess what young photographers or beginning photographers want when they buy a hasselblad ?

you know what i think? they read all over the internet that people where complaining about no AF on leicaM and no evf etc, and they thought, ok guy we make the uber camera, modern form and classic materials.

but they dont get it, that guys that want AF in a leica m, just dont get it, and they shouldnt care like leica does, if you dont stick to your heritage, you loose your customers, those companies are too old and started too late with digital..

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

just wanted to ad: and its ugly of course

0 upvotes
CameraLabTester
By CameraLabTester (Sep 20, 2012)

Both these camera makers have no clothes.

Some little kid, please blurt it out:... "The Camera Maker Has No Clothes!"

.

1 upvote
Boerseuntjie
By Boerseuntjie (Sep 20, 2012)

I have another one for "YOU", If I only had a brain?
Follow the yellow brick road

0 upvotes
CameraLabTester
By CameraLabTester (Sep 20, 2012)

Where the dogs of society howl?

Nah.

They can't plant us in their penthouse...

.

0 upvotes
zoomf
By zoomf (Sep 20, 2012)

Wow. Good idea!

1 upvote
Boerseuntjie
By Boerseuntjie (Sep 20, 2012)

Hey Idiots, just buy the Leica X2 Paul Smith / Orange Panasonic point and shoot for $3,250 and shut up about this already, it's so yesterday.

http://en.leica-camera.com/photography/compact_cameras/x2-edition_paul_smith/

Comment edited 2 times, last edit 1 minute after posting
2 upvotes
ageha
By ageha (Sep 21, 2012)

That cameras looks way better.

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

looks WAY better, dont like those colors though, but the point of design is more about form

yeah its a normal x2 they charge 1.5 x as much because some guy chose two colors, i get it.

imagine the x2 in black, and the lunar in black, then the lunar is still ugly, its about the form, i mean ok the materials make it todally hidious i agree, but the form is ugly

0 upvotes
JohnyP
By JohnyP (Sep 20, 2012)

Anyone wants to pitch in and donate a 55 gallon drum of Vaseline to Hasselblad.

I think they will find it easier to deal with the pain when some lube is applied

1 upvote
OhioPhoto
By OhioPhoto (Sep 20, 2012)

I've been involved in some difficult product launches. And here's what typically happens.

80% of the people on the team are frustrated or disheartened by the response. A lot of genuinely professional and well-intentioned people have a lot on the line here. And I feel for them.

20% will insist that the product is the photographic equivalent of Stravinsky's Rite of Spring -- people rioted when it first came out, but over time it was embraced as a classic.

I hope for Hassy's sake the 20% are justified in their optimism. Great company. Great tradition. But this is a tough one. They know the photo community can be brutal.

Comment edited 42 seconds after posting
0 upvotes
Tee1up
By Tee1up (Sep 20, 2012)

Hasselblad has a long history of incredible engineering. Even though their mechanical cameras were a bit boxy, they had their own industrial funkiness that most including me thought was beautiful. Add to that great ergonomics and it is no wonder that so many pros gravitated to HB cameras. This...thing... is at the complete opposite end of that spectrum and looks desperate.

1 upvote
ageha
By ageha (Sep 21, 2012)

What are you talking about? They have no reason to be optimistic and they shouldn't be!

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

you think that this will be a classic? so you admit that you like it :)

bamm! the official first guy that likes the design of this camera hehe got you !

0 upvotes
rallyfan
By rallyfan (Sep 20, 2012)

Usually links are intended to simply sell more ads that may or may not result in sales of more rubbish etc., depending on what's advertised, so I don't bother; however the Lunar is such a trainwreck that I had to follow the link and read not the article -- who cares?! -- but the comments.

The comments there are similar to the comments here. The... appeal of the Lunar could be universal.

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

what ?

0 upvotes
dmanthree
By dmanthree (Sep 20, 2012)

Well, after reading the interview and looking at the camera's specs only one word comes to mind: pathetic. I expected more from Hasselblad. They've come a long way (...down...) from my old 500 C/M.

2 upvotes
Zerg2905
By Zerg2905 (Sep 20, 2012)

It will make sense if: they make a 100% depleted uranium case and if they make the camera NBC attack proof. Sort of "doomsday camera". The "Terminator TX" of all cameras. Cheers...

Comment edited 19 seconds after posting
0 upvotes
Sandy Fleischberg
By Sandy Fleischberg (Sep 20, 2012)

AGHHHHH ... it huurrrttttsssss !!!

3 upvotes
Total comments: 628
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