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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
23456
zoranT
By zoranT (Sep 20, 2012)

This is decadence at its purest, not because it is producing for the exclusively rich, but because it has a cheap sense of profit greed behind it – all of that many people really hate about recent capitalism and its proponents. Hasselblad got it all wrong. It is a cheap product for a horrendous price.

So, folks, it is not overpriced, it has the price it deserves!

6 upvotes
Freemindset
By Freemindset (Sep 20, 2012)

...I hope now you understand that photographers are not just a bunch of consumers, ready to play with every new toy on the market. Profit is nothing compared to your name in the industry. Please do yourself a favor by redesigning this concept before it's too late.

All the best,
Freemindset photographer

5 upvotes
Plastek
By Plastek (Sep 20, 2012)

And I hope they you guys finally will understand that this isn't a camera for photographers.
H4D is.
Lunar is not.

4 upvotes
Freemindset
By Freemindset (Sep 20, 2012)

Totally true! Hassy is not a jewelry company!

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

If and when they want to **** the photographers let them go extinct. Good bye, you greedy hasslebad, no one needs this kind of ridiculous stuff.

Comment edited 50 seconds after posting
1 upvote
John
By John (Sep 20, 2012)

I'm a photographer. I've shot the H4D-31, 40, 50 and 60.
I bought a Nikon D800e because it offered great quality and excellent value for money. At over 5x the price the H4D-31 could not best it!

0 upvotes
zavart
By zavart (Sep 20, 2012)

Oh, and one more thing! There seems to be a lot of people who complain about the price of the new Hasselblad!
Whoa, I didn't know that so many people here are regular customers of that company! It looks that while it may be very easy for You guys to spend $14 000 on regular Hasselblad H4D-31 it simply too much for You to pay $5 000 for this camera! Figure this out?

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

first of all i own a 500cm, and secondly: dont you get it, that its about the DESIGN???

5k for a premium camera is ok, why not^^

but read the other comments, its not about the price, even if someone mentions the price, their main argument is the design.

and even in your post, ok you pay 14000 for a MF top of the line hasselblad, and 5k for a rebranded sony? how does that fit? and again, its not the price itself its the price in relation to he product.

and then people compare it to leica hermes model, leica makes superrobust, compact bodies with excellent lenses, so once in a while they bring out a luxury model, with differentaterials, but thats not the same like hassi does here

this would be like if leica never built an M and suddently comes out with a re branded fuji x-pro1 in ostrich leather AND the design of the lunar, and charges the 50k hermes price.

5 upvotes
Freemindset
By Freemindset (Sep 20, 2012)

Free advice to Hasselblad's management team behind this concept - Go back to the drawing board immediately!

The potential in your cooperation with Sony is HUGE, but you are this close to make your worst strategic decision ever with this cameras. I have never ever seen in my practice as PM practitioner such a fail from the start of a product / project. I really respect you guys, Hassi is one of the biggest names in the industry. But come on - Luca's interview was lame, no offence Luca. Defence position in this situation makes things even worse. Who will believe in this product - Paris Hilton, King Abdullah, Roman Abramovich? Are they your targeted audience? Can't you see where the market is going? Did you notice the great success of Fuji's new old style cameras? Hellooo, are you blind or deaf? Do you remember Hassi XPan? Why not integrate Sony's technology in a new digital version of X-pan. Then you can try to sell it for 2-3k and yes you will have big chance to succeed....

8 upvotes
JacquesBalthazar
By JacquesBalthazar (Sep 20, 2012)

Poor Luca. The outcry was not on the principle. Sony is a great provider of innovative technology in the photography space, and the NEX7 is an excellent platform. It is/would be great news to know that Hasselblad is tinkering with that platform to improve it, through ergonomic changes to the body and the software, and to make its manipulation more "luxurious" (more responsive buttons and dials, better layout of commands, software user interface, etc). Hell, creativity in terms of shape and colours and material is more than welcome as well!

The outcry is about the outcome of that project: the design choices are awful. Just awful. They are a paramount of bad taste. They are the contrary of the declared aspiration. The design choices point clearly to the worst of Eighties/Nineties bling, and there was a clientele for that. So, perhaps, they know who they are designing this for. That is not a market segment I feel any affinity with. And has nothing to do with photography. Very sad.

Comment edited 4 minutes after posting
7 upvotes
MartinaB
By MartinaB (Sep 20, 2012)

We do not need titanium, carbon or exotic woods. The technology in this camera will date in a year. This is over engineering on the wrong part of the camera.

In your BJF interview you indirectly slag Asian manufacturing. The Japanese presently make the best cameras in the world. Asia is the worlds high tech factory floor. Don't build the camera in Sweden to subsidize your social government if it produces a bloated ugly overpriced product. As business manager you are running this business to certain death!

If Samsung can come out of no where and in a few years build pretty respectable cameras, shouldn't Hasselblad be able to do so much better?

Build us a good camera with proven materials at a reasonable price and we will buy it.

Comment edited 2 times, last edit 2 minutes after posting
7 upvotes
nicolaiecostel
By nicolaiecostel (Sep 20, 2012)

The asian manufacturers provide you with all the needed tools. Performance, novelty, price, you have all that you desire from canon, nikon, sony, the lot. What leica and hasselblad are proposing is beyond that, because some people can't care less about the latest and the greatest, all wrapped in a good all-round package, some poeple desire luxury, uniqueness. H&M clothes are good enough, you don't really need armani to look good.

0 upvotes
malebocks
By malebocks (Sep 20, 2012)

I would take Japanese manufacturing over any other in a heartbeat. No culture is as anal-intensive as Japanese culture.

0 upvotes
MartinaB
By MartinaB (Sep 20, 2012)

Message to Hasselblad: Read this forum! You can still change direction! You would show strength and wisdom if you listened, you might even save the company.

8 upvotes
sirrah
By sirrah (Sep 20, 2012)

I have met many accomplished, and financially successful, artists in my life none of whom felt the need to use the qualifier "pro" to describe what they did for a living. As an earning a photographer I have been frequently humbled, when surveying a genuine work of art, to reflect on the huge gulf of creative skill between that required to produce it . . and mine own.
And yet I have never heard an artist attempting to elevate themselves by speaking, in sneering terms, at the tools chosen by their aspiring contemporaries.
I am also sure they would not work themselves into a lather over the packaging used by Windsor and Newton.
Buying esoteric equipment and giving up your day job does not make a photographer any more worthy than users of P&S cameras. Complaining about the appearance of the tools of the trade only confirms the fact that they are technocrats not artists.
Were they alive today I doubt that Ansel Adams or Henri Cartier- Bresson would feel the need to enter this debate.

Comment edited 2 times, last edit 14 minutes after posting
1 upvote
sephir
By sephir (Sep 20, 2012)

LOL http://i.imgur.com/2Dq4K.jpg

LOL http://i.imgur.com/iAxhL.jpg

2 upvotes
brujo74
By brujo74 (Sep 20, 2012)

that pimped Nexus looks reel cool imo. But when i see those Leica and Hassy prices I can't stop thinking of the thousands of children starving to death each day across the world

0 upvotes
Shamael
By Shamael (Sep 21, 2012)

Let horses think, they have bigger heads.

0 upvotes
brujo74
By brujo74 (Oct 14, 2012)

@Shamael : considering your name, I should expect such reaction :/

0 upvotes
JesperMP
By JesperMP (Sep 20, 2012)

New game:

For the 5000€ asking price for the Lunar, what camera(s) would you get in stead ?

I start:
NEX-6 + 35mmF1.8 + 24mmF1.8 Zeiss + 55-210mmF3.5-6.3
plus an RX100

Alternatively:
Fuji X-E1 + 3 lenses
plus an RX100.

4 upvotes
nicolaiecostel
By nicolaiecostel (Sep 20, 2012)

For the price of some foie grass in monaco harbour, what could you get?

- 20 big macs, 14 cokes and 10 portions of fries or
- 10 buckets of crispy strips, 20 portions of fries and 10 cokes.

That's how your argument stands. Price is not a comparrison tool for one-offs and special editions, they cannot be compared to mass-marketed and consumer-optimised goods.

1 upvote
JesperMP
By JesperMP (Sep 20, 2012)

It is your analogy that is off.
Hassy Lunar is not analogue to foie gras in a fine restaurant.
It is a bic mac in a fine veneer box in stead of styrofoam.

Besides, if we are to believe mr. Allesandrini, Hassy Lunar is not supposed to be one-off. It is supposed to bring Hassy to a wider younger audience with professional aspirations.

If I were a young person with limited money to spare, but wanting for a great kit, I would go for one of the two mentioned sets.

I can imagine having a bic mac served in a fine veneer box would be a class statement in certain circles.

5 upvotes
SeanU
By SeanU (Sep 20, 2012)

@nicolaiecostel Except in this case it is 20 big macs with a foie grass bun.

0 upvotes
mikeydread
By mikeydread (Sep 20, 2012)

What a wasted opportunity. Hasselblad could have produced something unique and beautifully designed and technologically innovative at a reasonable price, thereby enhancing their brand image and reputation, creating a new market for themselves. Instead we get this HORRIBLE monster, totally overpriced to a point where it's insulting, and leaves everyone with the impression hat this company is not interested in creating photographic tools, but bling accessories for people with too much money.

3 upvotes
Antonio Rojilla
By Antonio Rojilla (Sep 20, 2012)

If they are after collectors or wealthy people at least they could have take the guts of the NEX-7 and put them in a mini 500c replica, of simple lines, square, with the LCD on top like a folding waist level viewfinder, with a fake film back where you could put an extra battery or keep a small flash or some memory cards... It would be a real homage and not just using a great name like Lunar for the sake of it. That's something I would be interested in even if I couldn't afford.

1 upvote
zavart
By zavart (Sep 20, 2012)

I have read some of the comments regarding new Hasselblad and I must say I am totally amazed by how emotional they are! I MYSELF like the look of the new camera hassy has designed ! Yes, it's very futuristic ...and that's what I like about it. I suppose if somebody had shown the 2012 Lamborghini Aventador to the people living in the nineteen twenties he would have been met by similar reception ! i.e. what an ugly contraption ! The beauty is truly in the eye of the beholder ! But sometimes fashion trends and the passage of time also changes our perception of what we regard as beautiful ( In Rubens times present day fashion models would be regarded as downright ugly ). In the end of the day we fortunately CAN CHOOSE of what we like and what we buy ! Vive la difference !!!

1 upvote
csfoto
By csfoto (Sep 20, 2012)

I agree with you, Lamborghini Aventador is SUPERB. It's truly designed and built by Lamborghini, not simply wrapping up a Toyota Camry or Honda Accord (even though both are nice cars). I personally don't have such bad feeling about the futuristic design too, but it may not be good for Hasselblad to become Hassy Fashion or Hassy Boutique, simply wrapping up Sony using different costume.

0 upvotes
zavart
By zavart (Sep 20, 2012)

But there is no actual information that this is NEX-7 in Hassy fashion! I would like to remind You that even Nikon and Olympus not to mention Pentax are not using their own sensors (Nikon in fact uses Sony's) And as for the lens mount , the MicroThird is an open standard for which 4 or 5 lens companys are now making their lenses and somehow nobody says that Olympus has sold it's soul to the devil. In fact Hasselblad has never made their own lenses! They were and are mostly made by Zeiss or Fuji !

0 upvotes
zavart
By zavart (Sep 20, 2012)

Oh, and one more thing ! Even in the presently made Hasselblads sensors ARE produced by other companys! The cost and the complexity of sensor manufacture is simply beyond the capacity of such a relatively small and esoteric company!

0 upvotes
csfoto
By csfoto (Sep 20, 2012)

I agree with you. Certainly there's nothing wrong to use components from different made. Lunar is 50% or 70% Sony made, no big difference. You're right, we CAN CHOOSE to buy what we like. Nowadays I don't think there is any product can guarantee that it's 100% self-designed and self-made. Lamborghini Aventador is using Pirelli tyres, not "Lamborghini" tyres (http://www.lambocars.com/aventador/aventador_lp700-4_specifications.html, hope this is not China made). Hasselblad had also the very nice compact camera XPan in 1998, made by Fuji. What I really feel sad is that, after all these years, with the Hasselblad mighty power and hi-tech for space use, they can only join (or start) their new market segment in this way, similar to the Leica way. So sad, Zenza Bronica had to come to an end, may be, because they didn't accept this way.

0 upvotes
deleted_081301
By deleted_081301 (Sep 20, 2012)

The Lunar IS a sony NEX in a different "Dress" its got no Hassleblad components (Or Designs) other than the (Very Ugly)Outer caseing
Which is why people think its a CON ....

Hassy's Medium Format cameras are Also rebadged FUJI's

0 upvotes
Photo_AK
By Photo_AK (Sep 20, 2012)

6 month from now this guy will be unemployed ...

14 upvotes
kwojdyna
By kwojdyna (Sep 20, 2012)

No matter what they say about me, just let them say my name all the time correctly. Or so, whatever the original quote was.

I just realized that they got a great marketing noise FREE just because of us making this news one of the most discussed on this site ever.

Now they've made a first mistake so far - they started to respond to the criticism with excuses. A big mistake!.

They just planed to sell several pieces of this pimped NEX7 overpriced enough to make profit on a small series. They would sell it no matter what general public think. Now they are trying to excuse themselves - this is what may cause pimp-taste-millionaires cancel their pre-orders...

1 upvote
Tape5
By Tape5 (Sep 20, 2012)

Too many banana daiquiris with love merchants and oil and gas millionairs in cocktail parties. Hans couldn't control himself. An entire Hasselblad image thingy has been diluted to one tenth the titre.

2 upvotes
Esoz
By Esoz (Sep 20, 2012)

The camera's ugly. I don't care about what their future roadmap is, this camera announced NOW is ugly, prohibitively expensive, and doesn't bring anything new to the table.
I know the same thing can be said about leica, but at least leica makes its own camera that happens to be the only rangefinder and is based on a very well respected lineage of cameras.

2 upvotes
rondom
By rondom (Sep 20, 2012)

dpreview, please stop including pictures with your Hasselblad Lunar news-or at least accompany it with some sort of explicit content warning...thanks

Comment edited 3 minutes after posting
19 upvotes
Esoz
By Esoz (Sep 20, 2012)

+1 ROFL

2 upvotes
Richard Butler
By Richard Butler (Sep 20, 2012)

You may wish to avert your eyes from our Hasselblad stand report, then.

2 upvotes
forsakenbliss
By forsakenbliss (Sep 20, 2012)

Perfect camera for paris hilton

3 upvotes
wlad
By wlad (Sep 20, 2012)

only if it comes in pink

2 upvotes
raylob
By raylob (Sep 20, 2012)

We all seem to be experts on camera design judging by the critical comments made here. Hassy should ask us to submit our designs for their appraisal. Winner gets the production camera for nothing. The other submitted designs should be made public and laughed at!

1 upvote
JesperMP
By JesperMP (Sep 20, 2012)

My camera design would be the NEX7, with no alterations wahtsoever.

When do I get my NEX7 ?

2 upvotes
forsakenbliss
By forsakenbliss (Sep 20, 2012)

How much it costs to pimp up Nex-7?

0 upvotes
Delacosta
By Delacosta (Sep 20, 2012)

About $5000 apparently.... It's not just ridiculous, it's sad and pathetic. Don't you need someone who knows and cares about cameras and photography to run this company?
All I see is a bunch of venture capitalists looking to milk a famous brand name for all it's worth until they get their next "pump it and dump it" idea.

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

Hmm just how rare is wood or carbon finer for that matter !

Jon

1 upvote
Andrew Butterfield
By Andrew Butterfield (Sep 20, 2012)

The wrong thing about this is that Hasselblad isn't a maker of bling and luxury but a maker of serious kit for pros. So this seems at odds with their ethos.

3 upvotes
R Thornton
By R Thornton (Sep 20, 2012)

The whole crap is not worth spitting on.

Comment edited 18 seconds after posting
1 upvote
zoomf
By zoomf (Sep 20, 2012)

I think you are too strident and miss the point Camediadude. This camera will cause "an almost magnetic effect that causes irresistible attraction.
A perfect union between camera and man has been acomplished." You are a photographer, are you blind (or just in need of a credit card)?

Comment edited 59 seconds after posting
1 upvote
Camediadude
By Camediadude (Sep 20, 2012)

Sigh, I do suppose that you have a point, old chap. It WOULD look rather fetching in a way- matching my supermodel girlfriend's 700$ manicured fingernails, as we cruise in the Drop Top Bugatti and mock all of the pathetic plebeians out on the streets with their meager, laughable PEN's and NEX's, as we gargle cristal and laugh all the way to Dorsia, Snapping impeccable portraits of each other on our His & Her's LUNARS all along the way, BWAHAHAH! Must rather suck to be poor, hmm, yes indeed it is good to be us, eh zoomf you fellow old monied dog you ...

Comment edited 4 minutes after posting
2 upvotes
Kriwoel
By Kriwoel (Sep 20, 2012)

So why there's no better V or H-system? with Sony's high-end CMOS 6x6 or 6x4,5 MF sensor, multiple AF points, fast processor and LV, simplified body design for aerial/industrial use, faster focal plane shutter, etc?
And of course for extra charge on special order, a lightweight titanium or carbon version, walnut burl battery pack, dragon's skin body cover, gold-plated buttons, custom engraved body shell.
And we can call it a new H5D.

3 upvotes
Camediadude
By Camediadude (Sep 20, 2012)

Consider the "swift and negative reaction" here as our loving present to you, Hasselblad, and do please heed our collective gasps of horror, and abort this abomination BEFORE it leaves it's monstrous womb. We are all die-hard camera NUTS here, and so between the lot of us, we may just know a thing or two. OR, feel free and go RIGHT AHEAD and ignore completely our horrified reactions here, but ... do it at your own peril. Ignoring us here sounds about right for a failing company, if that's indeed what you are, so just be our guests and just FAIL AWAY if that is what you aspire to do. But, don't say we didn't warn you ... with this REBADGED, RECLOAKED Frankensitinian Halloween Horror of a nightmare cam. (And please, keep it far away from the frail, the elderly and small children if you have any heart)

3 upvotes
intruder61
By intruder61 (Sep 20, 2012)

now the fools will be happy

1 upvote
Picturenaut
By Picturenaut (Sep 20, 2012)

Well this retro design reminds me of a classic road cruiser, just miss some tail fins. Not my cup of tea - but that's a matter of taste...

To me, the extreme price level for such a pimped Hassy-NEX would only make sense if it'd come with an exchangeable digital back ;-) + a good new small Hasselblad lens. But I'd surely go for a decent Leica, if I'd invest that money.

Comment edited 53 seconds after posting
1 upvote
VLampa
By VLampa (Sep 20, 2012)

I suspect that Hasselblad is losing sales at an accelerated pace, which is why they sought out a partnership with Sony.

Between the high MP 35mm DSLRs and possibly Pentax's relatively budget-priced MF DSLR and Leica's S camera, sales must be dipping in Hasselblad land.

2 upvotes
ugotvijay
By ugotvijay (Sep 20, 2012)

At least Hassy responded to critics....not being silent like Canon on their 6D

1 upvote
old_slowhand
By old_slowhand (Sep 20, 2012)

yeah. and the response is: "well, we will not force you to buy it". this is exactly the way I like to be treated as a client 8-)

1 upvote
intro
By intro (Sep 20, 2012)

Hassy has designed an (my opinion) ugly case to fit a NEX-7, and want 4000 for it (the other 1000 is the camera itself). What's not to like or disagree here people, get real!

2 upvotes
Jabba23
By Jabba23 (Sep 20, 2012)

I hope that part of that $5000 includes an amazing lens instead of the kit 18-55 from Sony

Comment edited 13 seconds after posting
1 upvote
Vadimka
By Vadimka (Sep 20, 2012)

"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"

Yes, mr Luca says, buy a $1000 camera for $5000 and maybe, just maybe, they will indulge us with the sensor tweak sometime in the future. (how smart)

Comment edited 59 seconds after posting
3 upvotes
KHorn
By KHorn (Sep 20, 2012)

I hope that Hasselblad does better on firmware updates than Sony. Sony support stinks.

0 upvotes
wepwawet
By wepwawet (Sep 20, 2012)

For the 7 maybe. But they did allow NEX-3 and NEX-5 users to get many new features of the 5N series (focus peaking...) via firmware update, which I think not all companies would have done.

The problem with the 7 is that Sony does not seem to be standing behind it - it feels like a dead end, with the new models using the 16MP sensor rather than the 24MP...

0 upvotes
Akebono
By Akebono (Sep 20, 2012)

Mr Alessandrini:

Personally I expect innovation from Hasselblad and not this kind of pointless luxury object which, as somebody pointed out, will be obsolete in a not distant future...

Welcome to the consumer products market and good luck!

9 upvotes
nikonnikon
By nikonnikon (Sep 20, 2012)

at that price point.. i rather choose to buy 2 body, D800E and 5d mark III, by the way, design is suck, X pro-1 just do better than this...

4 upvotes
montygm
By montygm (Sep 20, 2012)

Sort of reminds me of those big American wooden panelled cars.
I like the fact that a few camera companies have been going back to that retro look of yesteryear with cameras, but I am still a bit unsure on this one's looks.
However with Sony and Hassleblad both high quality camera companies as far as quality engineering goes, it should be a fine camera one would hope.
Grace.

1 upvote
zoomf
By zoomf (Sep 20, 2012)

It is retro, that is clear. The materials can be changed to suit your fancy. I like the gold for instance.

0 upvotes
spidermoon
By spidermoon (Sep 20, 2012)

The perfect Hass all new camera for neo-billionnaires guys.
But i must say that if have enough money, i buy one, just for fun, just to show i'm different, and a yellow K-01 too, and a hermes Leica of course,

0 upvotes
Polyfem
By Polyfem (Sep 20, 2012)

I respect the disappointment expressed by purists and enthusiasts, but I have to look at this camera as a functional and aesthetical object, and I see a very cool and well-designed camera with state-of-the-art technique. Yes, it's overpriced, but only in the camera-business. I have a passion for mechanical watches and in that field you won't get much for that price. You may easily pay, say 20 K $ for a watch just telling the hours, minutes and seconds. True, when you look at the Lunar you wouldn't buy it because of its technical functionality - it's primarily a luxury object, a device for those who want something different from the uniform black rubberclad crowd. Hasselblad degrading themselves? I find a collaboration between high-tech Sony and high prestigeous H a very good idea for both companies. / Sven

1 upvote
VLampa
By VLampa (Sep 20, 2012)

I don't see how that's well-designed, but I guess our functional slants differ on that one. It's not even a price issue, as I think Leica rangefinders are nicely-designed cameras.

1 upvote
csfoto
By csfoto (Sep 20, 2012)

Poor Hasselblad! You have to choose a more luxurious way instead of a true high-tech way in keeping your business running. How about joining partner with Swaroski to make a crystal Hassy, or Wedgewood for a Hassy wrapped up in fine china. Remember, Hasselblad X-Pan is a nice compact camera without any luxurious wrapping.

0 upvotes
JesperMP
By JesperMP (Sep 20, 2012)

Polyfem.

Personally I find the collectible fine Swiss watches a bit laughable as well. But I can understand how someone are intrigued be classical mechanical perfection and unique design.

Leica M cameras are very analogue to a mechanical watches.
Hassy Lunar is not. Hassy Lunar is as if you took a Seiko (nothing wrong with a Seiko @ 200$) and pimped it with "rare materials" and then charged 5000$ for it. As a mechanical watch collector would you buy it ? Or laugh at it ?

0 upvotes
zoomf
By zoomf (Sep 20, 2012)

It is a lust object! And quite inexpensive for Hassony, especially considering the rare materials and build quality. Should be available soon for preorder!

0 upvotes
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 20, 2012)

I see the people with more money than brains are out now.
What's with the Trump pic? Are you a Hassy employee?
Pre order one in every endangered species. This is not a Hassy! It's a Sony! You can argue the merits of Sony but don't call a Sony with some leather, wood and gold a Hassy. Adding rims and gold curb feelers with mud flaps to match wont turn a pinto into a Rolls Royce.

1 upvote
nikonnikon
By nikonnikon (Sep 20, 2012)

sony has a good negotiation skill to persuade cooperation with Hass or Hass become to dumb to use Sony sensor on this ugly design... btw who design this crap anyway..

1 upvote
Ysper
By Ysper (Sep 20, 2012)

And this this thing is twice as ugly as a Pentax K-01 - unbelievable

0 upvotes
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 20, 2012)

Part of the problem is Hassy is just starting out in this market with a Pimp Cam. At least Leica lets things get stale and old before offering ones designed for the mantles of Persian palaces. Wow us with performance and quality before grossing us out. Its like starting out something kinky before flirting and foreplay.

5 upvotes
Woland65
By Woland65 (Sep 20, 2012)

Why are people losing respect for Hasselblad? Because they have been a brand associated with extreme technical quality. The Lunar is embarrassing because it is a piece of jewelry that adds nothing in terms of technical prowess.

If Bulgari had made the Lunar it would not have been embarassing. (Then it would just have been an ugly camera.)

2 upvotes
nikonnikon
By nikonnikon (Sep 20, 2012)

woland, actually i expecting Channel :D

1 upvote
Ulfric M Douglas
By Ulfric M Douglas (Sep 20, 2012)

"This [the Lunar] is not a NEX-7 camera"
Oh yes it is.

"we're just using more expensive materials"
with a 2000% mark-up!

How is he permitted to say those things and not get called on them?

4 upvotes
nikonnikon
By nikonnikon (Sep 20, 2012)

somebody called security... we've just about to get rob..

0 upvotes
zoomf
By zoomf (Sep 20, 2012)

Sage words. Respect is not enough. Enthusiasts must speak with their wallets and swipe plastic! More companies must push boundaries like Hassony in order to captivate photography lovers down here on planet Earth. Cannot wait for Leica's new special offerings (Jonny Ive, Donatella Versace). It will be exciting times for the top 1%.

0 upvotes
Wyville
By Wyville (Sep 20, 2012)

I don't really see the difference between this and a diamond encrusted watch. Why are people getting so excited over an obvious luxury good aimed at oil sheikhs and Chinese billionaires?

So it's not for us, it's not our style, and it's something completely different? Well, hooray for those who do like it.

Comment edited 29 seconds after posting
2 upvotes
T3
By T3 (Sep 20, 2012)

Jeez, all this "I used to have healthy respect for Hasselblad" is just a bunch of blustering internet forum non-sense. When was the last time any of you spent a single dime on Hasselblad equipment?!? If this new camera allows Hasselblad reach a new market of buyers, more power to them. Companies don't survive and pay the bills on "respect" alone. People actually have to buy their products. If you people don't buy this camera, so be it. Some trust-fund baby with a lot of discretionary income to spend on a compact camera sure will. That's fine by me if it helps Hasselblad stick around for another decade or two. Remember, it's a very competitive world out there, and many camera companies have bit the dust because "respect" alone wasn't enough to keep them around.

4 upvotes
Trollshavethebestcandy
By Trollshavethebestcandy (Sep 20, 2012)

Its not a Hassy.
Its a Sony wrapped in a pimp coat.
No new lenses, no new sensor... just cake decoration.

3 upvotes
csfoto
By csfoto (Sep 20, 2012)

Yes, we can't afford to buy a Hasselblad. The problem is that they should at least upgrade a currently availalbe camera in a more technical way, instead of simply wrapping it up with wood and leather. Why don't they follow their previous way of changing the Fuji TX film cameras to their own Hasselblad X-Pan film cameras, with their unique electronic exposure information and medium format image quality. X-Pan is a nice Hasselblad 35mm camera.

Comment edited 21 seconds after posting
0 upvotes
Franka T.L.
By Franka T.L. (Sep 20, 2012)

And its not looking like Sony's NEX-7 are made of inferior material either ... I used to have healthy respect for Hasselblad, but sorry this is all gone in a very short time I must say

1 upvote
noirdude
By noirdude (Sep 20, 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.'

look dude, i know nothing about sensor, but other high end cameras is using their own proprietary sensor but hasselblad use sony sensor and you call it expensive material? i'm not saying sony's sensor is cheap but you can't put this future product in the same price range like the M series. if you want people to think that this is a special product, use your own designed sensor.

2 upvotes
CameraLabTester
By CameraLabTester (Sep 20, 2012)

Ladies and Gentlemen,

You are now witnessing the collapse of respect on two well known brands.

Other manufactures should now take note of the lesson:

Destruction 101: Brand Implosion.

Very important lesson.

.

7 upvotes
samhain
By samhain (Sep 20, 2012)

I think your in for a suprise.

0 upvotes
nikonnikon
By nikonnikon (Sep 20, 2012)

LOL....thats hillarious dude, nice one..
by the way, one already sink, it just get deeper

0 upvotes
Total comments: 628
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