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Hasselblad Lunar interchangeable lens camera now shipping

By dpreview staff on Jun 10, 2013 at 18:32 GMT

Swedish camera manufacturer Hasselblad is finally shipping the 'Lunar'. This 24 megapixel camera - essentially a rebadged Sony Alpha NEX-7 - was announced at Photokina last year, and comes with your choice of grips: black or brown leather, carbon fiber, and wood: mahogany or olive, to be precise. Initially there will be three Hasselblad-branded lenses, all of which are created by Sony: a 16mm pancake and 18-55 and 18-200 zooms. The Lunar includes the 18-55mm lens and is priced at $6995/£5280.

(Via Photo Rumors and Amateur Photographer)

Comments

Total comments: 371
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il_alexk
By il_alexk (10 months ago)

Hasselmad

2 upvotes
ChrisPap
By ChrisPap (10 months ago)

If you are looking for status,you can get the Leica M for the same price....

1 upvote
tommy leong
By tommy leong (10 months ago)

'there is one born every minute"
Why can't a company make the most of that fact?

2 upvotes
plevyadophy
By plevyadophy (10 months ago)

LOL!

0 upvotes
elotorero
By elotorero (10 months ago)

I think I get it..... if (and they hope) they manage to sell even just 50 of these. They'd have probably made a profit already. If the product image says anything, they probably just took refurbished Nex7s with lenses off Sony's hands (at very cheap EOL basement bargain prices) then modded and stamped them with their brand. its actually pretty smart for them and pretty dumb for those who would actually bite and buy.

Heck I'm having fun imagining they only invested the exact price tag of $7000 on this in a simple gamble that at least one Hassy fan will buy this farce.

Comment edited 36 seconds after posting
1 upvote
David Fell
By David Fell (10 months ago)

I thought similarly but then, 100 x $7K still does not that much difference to this Co as the portfolio of products it has can bring in much more revenue than this. I feel this someone's corporate ego trip.

1 upvote
R Thornton
By R Thornton (10 months ago)

More of a Lunacy than Lunar...

3 upvotes
Rod McD
By Rod McD (10 months ago)

I salute the creativity of those who posted before me. It's all been said. Surely Hasselblad could have enhanced their photographic reputation by producing a new camera with the hallmarks of the brand instead of re-badging.

3 upvotes
Austin101
By Austin101 (10 months ago)

great.........

Comment edited 11 minutes after posting
0 upvotes
harold1968
By harold1968 (10 months ago)

the dangers of turning an April fools joke into a production camera ?

the fact is that the current generation of FF DSLRs wipe out Hassleblad.
Affordable, transportable MF such as the Leica S2 and Pentax 645D further put the final nails in the coffin.

putting coffin wood around a Nex and adding a zero to the cost won't save them!

6 upvotes
aris14
By aris14 (10 months ago)

Tales of marketing games and toys...
I feel pity for the buyers...
At least Leica wouldn't have its model photographed with stains on the lens hood.

Comment edited 2 minutes after posting
0 upvotes
smatty
By smatty (10 months ago)

This camera might pop up as a status symbol in a rap video some day ;)

5 upvotes
Hex144
By Hex144 (10 months ago)

Kanye West will love this camera. And he will write a song about it.

2 upvotes
Kozak Imre Oliver
By Kozak Imre Oliver (10 months ago)

Who is the target market for this camera?

0 upvotes
BaldCol
By BaldCol (10 months ago)

Rich people who want a status symbol.

0 upvotes
jaygeephoto
By jaygeephoto (10 months ago)

People you hope you never meet.

9 upvotes
plevyadophy
By plevyadophy (10 months ago)

@jaygeephoto

LOL! That was funny.

0 upvotes
CFynn
By CFynn (10 months ago)

Saddam Hussain, Muammar Gadaffi, and Michael Jackson might have been interested in a camera like this - but they are all dead.

2 upvotes
lucinio
By lucinio (10 months ago)

me..when at last step of Halzheimer

0 upvotes
T3
By T3 (10 months ago)

It's like if Bugatti put a fancy, gawdy body kit on a Honda Accord, and sold it for 5x the price.

8 upvotes
MattJCarter
By MattJCarter (10 months ago)

The Aston cygnet...one ugly duckling. I was unfortunate enough to see one in London a year ago...obviously way too many people with more money than sense out there...

0 upvotes
Clyde Thomas
By Clyde Thomas (10 months ago)

At least the Lunar has vast 3rd party support for aftermarket flash and smart radio slave. The iISO shoe has 25 years of accessories available, used and new.

The new Sony MIS shoe has absolutely nothing but a terribly expensive F60 flash that overheats just by looking at it.

Such a sad joke of a mess Sony has made of the flash system. Much worse of a joke than the Lunar.

0 upvotes
Just a Photographer
By Just a Photographer (10 months ago)

Finally we can get our rebranded Sony Nex7 and pay 5x more.

Comment edited 3 minutes after posting
2 upvotes
qwertyasdf
By qwertyasdf (10 months ago)

It's selling on Amazon.com
The usual return policy applies right? :D
I....might get one...

0 upvotes
wlad
By wlad (10 months ago)

borrow - I mean buy- a Leica. You'll be more impressive.

0 upvotes
Jun2
By Jun2 (10 months ago)

designed by a sleazy guy.

1 upvote
Plasmoic
By Plasmoic (10 months ago)

looks like a government project aiming unemployment

0 upvotes
Minolta4Life
By Minolta4Life (10 months ago)

That is the mother of all cameras! I haven't seen anything like that since my mom had the wood side panels on her 1972 station wagon. Way to go Hass. If you think this camera will put you back in the camera game, give me a job. I have plenty of ideas for you. For starters, lets rebadge a Holga, cover it in snake skin, and see if we can get $5,000 a unit. Embarrassing.

10 upvotes
harold1968
By harold1968 (10 months ago)

I like your style :)

2 upvotes
RobG67
By RobG67 (10 months ago)

HAHAHAHAHAHAHAHAhahahaha...

How sad is this, firstly that Hasselblad would conceive it, and secondly that it's considered 'news'.

What a joke.

1 upvote
Shamael
By Shamael (10 months ago)

I know then by now why Sony gives rebates on the NEX-7, they have now no chances anymore to sell one with this amazing kind of competition. Wow ...pfffffffff. No, no, you're wrong, I am not laughing, so far.

0 upvotes
CameraLabTester
By CameraLabTester (10 months ago)

I am going to buy one...

I need a new handle for my AK-47.

I'll just throw away the rest of the camera in the rubbish bin...

.

7 upvotes
Debankur Mukherjee
By Debankur Mukherjee (10 months ago)

Makes me laugh ...Sony Nex 7 with 18-55 list price is $1350 and the Hasselblad is $7000.......just because of the brand........

1 upvote
plevyadophy
By plevyadophy (10 months ago)

and the fact that the handcrafted fine wood, or fine leather, or carbon fibre versions will make the photographer think a work of art has been created after each shutter press.

And lets not forget that art sell for large sums of money.

So a Hassy Lunar-cy owner can go create some art and then sell a print and make their money back.

hee hee hee!

1 upvote
lmtfa
By lmtfa (10 months ago)

Just the way to present a $7000 camera. A filthy dirty lens and hood paired with an unattractive mahogany wood. H, have you heard of rosewood. Sorry, this alone is a deal breaker for me! But they will sell to the elitist s to show the world that the riots were a flash in the pan.

7 upvotes
ProfHankD
By ProfHankD (10 months ago)

Yeah, I can't believe the dirty lenshood in the photo. You'd think these folks would be able to provide a good product photo....

2 upvotes
MarkInSF
By MarkInSF (10 months ago)

I'm pretty sure that's not dirt. It's a marbleized finish, appropriate given the camera's garishness. At that price the hood should be carved from marble.

2 upvotes
Clint009
By Clint009 (10 months ago)

It will follow you everywhere: in bed, public toilets, in cars, etc... but the independence is very costly.

0 upvotes
karl722
By karl722 (10 months ago)

I've been thinking about this, and have come to one conclusion. This camera is meant for the Chinese market.

Think about it, there's tons of suddenly-affluent, status-symbol-seeking Chinese these days, who might not really know the backstory of what's going on here. This especially makes sense when you read about how the Hasselblad brand has changed hands, and how the previous owner still holds exclusive rights to Asian distribution; it suddenly makes sense.

And of course it has to be released in the US first, with much (badly done) hoopla, to make it more desirable in trendy foreign markets.

Comment edited 39 seconds after posting
0 upvotes
Trollshavethebestcandy
By Trollshavethebestcandy (10 months ago)

The newly rich Chinese are not entirely stupid or blind.

1 upvote
Jun2
By Jun2 (10 months ago)

Not for Chinese. This camera fits cowboy boots in style.

Comment edited 2 minutes after posting
0 upvotes
burnin
By burnin (10 months ago)

Shhh. Don't tell anyone but you can buy the near identical NEX-7 with an 18-55 for $1098.

You just saved yourself $5897. You're welcome!

2 upvotes
kimchiflower
By kimchiflower (10 months ago)

Not set-up for stealthy street photography, but I'm wondering when we'll see one of these on the shoulder of a celeb representing the poorly-informed yet financially endowed consumer?

0 upvotes
Clint009
By Clint009 (10 months ago)

Wooden handle? Wow! It will float. :)

0 upvotes
jaygeephoto
By jaygeephoto (10 months ago)

Probably. Most s**t floats.

2 upvotes
Midnighter
By Midnighter (10 months ago)

I am in awe of what the human race can achieve every now and again, and this is one of those times.

2 upvotes
HubertChen
By HubertChen (10 months ago)

This one will be interesting to watch how it will play out. Will they really be successful with this ? We will know if there is a follow up product.

Will it really be enough to take a consumer product, even choose a particularly bad lens for it, style it freakish, put a once great brand name on it and sell it 500 % over market price ?

They seem to copy Leica. Lets have a closer look: Leica glass has been always excellent. The cameras are very excellent too for what they did. No exception. Never ever have I heard of a Leica lemon. And they have continued this for over half a century slowly earning the respect of photographers. The cameras were expensive, due to great build quality, great IQ paired with small quantity. So eventually they also became collectors item. And if a real photographer met a collector with a Leica, the collector was greeted with respect.

Now back to this Hassy: It's collector meeting a photographer will see ridicule, not respect. Will he collect another model ?

0 upvotes
Shamael
By Shamael (10 months ago)

It will sell. Don't worry, people pay 5000$ for a piece of leather and plastic where LV is printed on, some have Lamborghini cars made with golden bodies, others pay 500$ for plastic sunglasses with CC logo, and most of them do not know what to find to get rid of the money. Those are the kinda suckers that this camera targets. It's not because it makes good shots, those people don't care about that, it's just to be seen. Red Dots, wooden grips, and so on, that is what we need to be part of it. So, start spreading the news .......

1 upvote
RichRMA
By RichRMA (10 months ago)

Back when cameras were mechanical, Swiss and other European companies were expert makers. Now, cameras are becoming purely electronic, something done best in Japan and China. Hasselblad could not have developed a NEX-7 electronic "guts" because it would have cost them more than they have. They had no choice (other than selling medium format camera into a shrinking market) but to adopt a Japanese product, upscale the mechanics and sell at a high enough price where it still made sense to build.

0 upvotes
Pat Cullinan Jr
By Pat Cullinan Jr (10 months ago)

говно!

1 upvote
zodiacfml
By zodiacfml (10 months ago)

Shut up and take my money!

1 upvote
Trollshavethebestcandy
By Trollshavethebestcandy (10 months ago)

Fools and money...

1 upvote
RStyga
By RStyga (10 months ago)

At last! I can now retire my Canon A1000... :-)))

0 upvotes
Trollshavethebestcandy
By Trollshavethebestcandy (10 months ago)

I would say someone should make the grip and skin for this to save a few thou but it is so fukein ugly nobody would buy the kit.

1 upvote
cashewNut
By cashewNut (10 months ago)

The greatest problem with this camera is going through homeland security. It looks like a sawed off semi-automatic that can fire canons and shoulder to air-missiles. Not for me. No thanks.

1 upvote
xlynx9
By xlynx9 (10 months ago)

finally I can get my habbelsad looney!

0 upvotes
Ernest M Aquilio
By Ernest M Aquilio (10 months ago)

OMG OMG OMG best camera ever. I'll take this and the new Leica Vario Mini M! Three of each please!

1 upvote
ArcaSwiss
By ArcaSwiss (10 months ago)

That gives me wood...oops I mean takes me back to my days of building electric guitars. The knobs are straight off a Stratocaster

2 upvotes
bigstu
By bigstu (10 months ago)

Now we know the real reason why the release of the Nex-7n was delayed. Can you imaging the ridicule they would've copped if the origin model was superceded before this was released?Now they have a few months to sell a few before the Nex update rewrties the landscape.

0 upvotes
Nishi Drew
By Nishi Drew (10 months ago)

Hah, well there's already a load of ridicule they aren't dealing with, and Hassy isn't openly saying "based on Nex7" either, so even if the 7n is already out they'd probably release it anyways

0 upvotes
Shamael
By Shamael (10 months ago)

NEX-7N has been canceled by Sony, you will not see one, but RX100MK2 is on the way and comes end of June.

0 upvotes
Nikonworks
By Nikonworks (10 months ago)

Is that a 'filmy' substance on the lens hood or is it smugged?

I can understand the 'Leica mentality'.

I don't see any possibility for a 'Hassy mentality' for a camera like this,
a re-packaged consumer camera (although one of the best).

1 upvote
Delacosta
By Delacosta (10 months ago)

I think I know what that 'filmy' substance you refer to may be, if the reactions here are anything to go by.

1 upvote
little al
By little al (10 months ago)

For photographers like the late Cecil Beaton - "posh, but not quite posh", I think this camera would serve as an excellent passport and key to the palaces of the wealthy.

0 upvotes
Nikonworks
By Nikonworks (10 months ago)

I don't think so. It is too plastic looking.

0 upvotes
little al
By little al (10 months ago)

Maybe. But like Cecil Beaton "When he was sufficiently proficient, he would send the photos off to London society magazines, often writing under a pen name and ‘recommending’ the work of Beaton". So, with a name like Hasselblad, who cares what recycled plastic was used for the external. High society has the same insides as the average person. Cheers!
Got the quote from Wikipedia.

Comment edited 43 seconds after posting
0 upvotes
Nikonworks
By Nikonworks (10 months ago)

Understood...but he Hassy logo on the camera has no track record.

0 upvotes
mrmut
By mrmut (10 months ago)

OK; this is hilarious in itself, but what if they have prepared something nice? - If they actually have made a new wonder version of 24 MP sensor, and have redesigned the available lens into astounding pieces of art?

If they made a perfectly performing camera, however ugly it might be, it might be worth of a buy. - People do buy Leicas for heaps of money.

(But I don't really believe they would any of this, just lining out possibilities.)

0 upvotes
Rage Joe
By Rage Joe (10 months ago)

The chances for someone desingning an awful camera like that to have done anything like you hoped for are slim. I'd say zero.

2 upvotes
mgblack74
By mgblack74 (10 months ago)

Umm. It's still $7000. A D3x is less than that now.

0 upvotes
KonstantinosK
By KonstantinosK (10 months ago)

$7000! HASSELMFAO!

5 upvotes
cinemascope
By cinemascope (10 months ago)

First photographic product that I recall that I honestly cannot see any PROS, only CONS... Even if I was a rich fashionista this is still a very bad and sad joke. I don't even want this for free, thank you very much...
Anyway...
Where are they going to advertise this without backslash?
Airplane Magazines? Wine & Cigar Monthly?

1 upvote
Dapple 101
By Dapple 101 (10 months ago)

I think Hasselblad are to be commended. This is the first time that I can recall the DPR comments section showing anything like a consensus.

18 upvotes
HubertChen
By HubertChen (10 months ago)

@ Dapple 101: You made me smile. Thanks!

1 upvote
mikecarney
By mikecarney (10 months ago)

Wouldn't surprise me if it or parts for it where made in China.
Sony produce a lot of there electronics there now.
Volvo a long time Swedish car company now owned and half there production made by the Chinese.
Why not Hasselblad. They seen to have lost the plot to me.

0 upvotes
RichRMA
By RichRMA (10 months ago)

This isn't too different than selling a gold-plated or titanium Leica for $30,000. But what amazes me is that Hasselblad would allow that 16mm lemon of a lens to be sold with its name on it. Having said that, I like the styling (a real grip for the NEX) and would probably buy one if it was about $1300.00.

Comment edited 3 times, last edit 5 minutes after posting
0 upvotes
Archiver
By Archiver (10 months ago)

The differences are that Leica already has a strong collector's market that will pony up that kind of cash, and that they design and make their own cameras. The Hasselblad Lunar has neither of these attributes. I'm not condoning the crazy Leica special edition prices, but they do have significant precedent. The Lunar does not.

0 upvotes
RichRMA
By RichRMA (10 months ago)

No reason why they can't start trying to build a pedigree beyond medium format film bodies.

0 upvotes
deleted_081301
By deleted_081301 (10 months ago)

"Swedish camera manufacturer Hasselblad is finally shipping the 'Lunar'."

Hasselblad LONG AGO ceased to Manufacture Cameras... and long ago ceased to be SWEDISH .....Most of thier Cameras are made in Japan by Fuji as are the lenses for them

Now they are rebadging SONY's with a wood Veneer

5 upvotes
MichaelKJ
By MichaelKJ (10 months ago)

In this day and age, where a product is manufactured has little meaning (think Apple & Samsung manufactured by Foxconn in China). I think Hassys are still, in some way, based in Sweden. A Hong Kong company acquired ownership rights in 2003, but Venitz Capital--a German and Swiss-based private equity firm acquired the company two years ago. While a prive equity firm calls the shots, they obviously don't design the cameras. The company's R&D people may still be in Sweden (although, given this camera, that may offend some Swedes).

Comment edited 3 times, last edit 6 minutes after posting
1 upvote
HubertChen
By HubertChen (10 months ago)

@ MichaelKJ
I do not see how you need a camera engineer to add ornaments to a finished camera product?

0 upvotes
Delacosta
By Delacosta (10 months ago)

Never mind offending the Swedes. Anyone with eyes would be offended by this. Whoever made this couldn't design his way out of a paper bag.

Comment edited 14 minutes after posting
2 upvotes
RichRMA
By RichRMA (10 months ago)

Yes, every camera should be a drab, black, cookie-cutter DSLR.

0 upvotes
harold1968
By harold1968 (10 months ago)

thats ok, fuji is a fine camera company
so is sony

this special edition reeks of lower middle class nouveau riche

0 upvotes
deleted_081301
By deleted_081301 (10 months ago)

I think Hasselblad has some part of its digital imaging in Denmark
They bought a digital back company i believe ? (Or their owners did) and merged it into part of Hassleblad
The web site says they still service Balds in sweden but that may just be the Real Blads not the re-badged Fuji's

What R&D do you need when putting your badge on other peoples products ?
The H digital Blads are (or were) marketed in Japan as Fuji's

0 upvotes
Prairie Pal
By Prairie Pal (10 months ago)

I do believe there are enough Paris Hiltons and rap stars in this world who are so clueless that they will buy several pimped out versions of this camera simply because they live in a world where absurdity=fashion. Because there is nothing left out there for them to throw their money at.... this camera will suffice. It is them that this concept was designed for.

Comment edited 2 minutes after posting
4 upvotes
OldZorki
By OldZorki (10 months ago)

They are perfectly fine with diamond-encrusted iphones. Plus this monstrocity will not fit in a purse.

1 upvote
MarkInSF
By MarkInSF (10 months ago)

Plus they don't take pictures. They pose for pictures. They pose for life.

0 upvotes
OldZorki
By OldZorki (10 months ago)

Think of it, you can buy 15 Lytro cameras for a price of one Lunar..

0 upvotes
marike6
By marike6 (10 months ago)

Well for $6995 / £5280 you can't buy a real Hasselblad digital MF, at least not a new, current model. You'll need $17,000 to $42,000 for a new Hasselblad MF kit.

But for the price of a Lunar you can purchase a Pentax 645D body, or a Leica M or a top FF DSLR like the D4 or 1DX. Which seems crazy considering what this camera is. Sort of like buying a DLux-6 for $800 when you can have an LX7 for $300, but with more zeros.

3 upvotes
mpgxsvcd
By mpgxsvcd (10 months ago)

The LX7 is more like $280 now.

0 upvotes
Total comments: 371
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