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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
2345
AG
By AG (10 months ago)

because it framed into wood, it can float!

3 upvotes
Photo Pete
By Photo Pete (10 months ago)

I really like this, but I'm going to wait until the end of the year before buying...their website says they will start producing custom built versions.

I'm going to ask them to build me a bespoke version without the wooden grip but with Sony written on it. That way it will fool theives into thinking it isn't worth stealing.

26 upvotes
Shurato
By Shurato (10 months ago)

Now here's the thing: First off, I myself personally would not be aspiring in saving and acquiring this camera, primarily because of budget reasons. Even if I had the budget and it was easy to get to it, I would get something else since I'm rather the type of 'form follows function', i.e. function (and features) first, then form, design, coolness, etc.
And yet, I find this Sony/Hasselblad partnership very interesting with the following alleged ulterior motive: _IF_ this means Hasselblad is also going to build their E-mount lenses in their super-top-notch tack-sharp quality, which will be also usable on Sony NEX cams then this is a BIG YES! My NEX-C3 with a native Hasselblad E-mount lens would portray much more stylishness than a Hasselblad Lunar with a 'Sony' kit lens ;-)

0 upvotes
deleted_081301
By deleted_081301 (10 months ago)

"_IF_ this means Hasselblad is also going to build their E-mount lenses in their super-top-notch tack-sharp quality"

Hassleblad dont make Lenses (or Cameras) Zeiss used to make Lenses for Hassleblad back in the days when they made Cameras . NOW FUJI make hassleblad Cameras and Fuji make Hassleblad lenses too

Comment edited 23 seconds after posting
2 upvotes
AngryCorgi
By AngryCorgi (10 months ago)

Hasselblad: The Lunar is now shipping!!!

{crickets}

8 upvotes
Abdallah II
By Abdallah II (10 months ago)

if it was the Sony RX1 and an extra US$1000 i would have laughed for a min instead of the whole year to come .... Amazing how can a landmark company in the photography world behave that way, who can forget that Hasselblad on the Moon

1 upvote
Nishi Drew
By Nishi Drew (10 months ago)

If Hassey actually used the RX1 for their creation then maybe they could have gone somewhere though, even if the RX1 is indeed already very expensive

0 upvotes
Najinsky
By Najinsky (10 months ago)

Some people will buy this camera just because others can't afford to, but would never dare use it, for fear of being reminded of their lost humanity.

1 upvote
crsantin
By crsantin (10 months ago)

7k for an Nex 7? Ok then.

2 upvotes
TLD
By TLD (10 months ago)

More fashion statement than serious camera. Most of the people gifted one of these will have to be told that Hasselblad are the best cameras in the world, and that Lunar refers to the ones left on the moon. ;-) The their new owners will have a cool story to tell their shallow friends on the beach at St Tropez.

1 upvote
Elaka Farmor
By Elaka Farmor (10 months ago)

I don´t understand the complaints. The fabulous lens alone is worth the money.

Comment edited 1 minute after posting
1 upvote
6x9
By 6x9 (10 months ago)

I saw this camera at PhotoKina last year.Those looked UGLY. However, Hassel guys at the booth were saying that Lunar were still in prototype phase and that the camera would be refined. Looking at the latest pictures I still see the same ugly camera...
Who in the Marketing & Sales team invented this beast? Do they seriously think that they can bring up to the market such a strange and expensive product which has the same functionality as the Sony NEX-7? Why should someone on the Earth desire this bulky and heavy mirror-less camera? And where are the nice lenses? Hassy, you have missed out the trend - the world is moving in a different direction...

Comment edited 1 minute after posting
7 upvotes
Canonero
By Canonero (10 months ago)

Totally agree in all points, this camera is ABSURD.

1 upvote
Delacosta
By Delacosta (10 months ago)

Shakespeare said it best: A fool and his money are easily parted.

17 upvotes
Juck
By Juck (10 months ago)

It's how they get together in the first places that baffles me.

17 upvotes
Delacosta
By Delacosta (10 months ago)

You can never be too careful in the choice of your parents.

7 upvotes
ianbrown
By ianbrown (10 months ago)

This has to be a joke, I thought it was April 1st

Who would want to carry a drinks cabinet around with lens attached?

Ian

3 upvotes
Delacosta
By Delacosta (10 months ago)

Especially one containing no Single Malt, or even a drop of Port - only a dry Sony sensor.

1 upvote
Optical1
By Optical1 (10 months ago)

This is truly horrible.

If they had at least put their ugly cladding on an RX1, it would at least have stellar IQ, and may have sold - but a NEX-7 with the kit lens, really!?

What a waste!

10 upvotes
Mescalamba
By Mescalamba (10 months ago)

I seriously hoped this will end in prototype phase..

Well, Hasselblad wants to find new bottom, they surely sunk deep enough..

On other hand it will be funny to see face of any photographer, if some of his super-wealthy friends will show him this camera.

Comment edited 4 minutes after posting
1 upvote
EssexAsh
By EssexAsh (10 months ago)

the carbon fibre one actually looks pretty cool. This one is just hideous, the designer should be slapped. But if there is one thing that Leica have shown, there are mugs born every minute.

2 upvotes
Dan4321
By Dan4321 (10 months ago)

The free market is the ultimate test of a product, let's see how long this laughable product survives the test.

1 upvote
taamberg
By taamberg (10 months ago)

This would be pretty cool as a $300 upgrade on top of a normal NEX.

Over 13x that amount? No deal!

2 upvotes
forsakenbliss
By forsakenbliss (9 months ago)

30$ add on panels from China would be very probable. If anyone wants that at all in the first place.

0 upvotes
dougster1979
By dougster1979 (10 months ago)

First thought, 70`s wine cabinet?

0 upvotes
PowerG9atBlackForest
By PowerG9atBlackForest (10 months ago)

All our comments, all comments in the world - it does not matter,
market, price - they just do it, they do not care.
Even if it comes down to madness, eccentricity, snobbishness: A few will applaude.
Isn't this how arts has been made (sometimes)?

0 upvotes
Mescalamba
By Mescalamba (10 months ago)

A lot of times lately..

1 upvote
forsakenbliss
By forsakenbliss (9 months ago)

Arts.. normally only one unique or a few pieces..
this....is like a picture frame added to a mass printed piece of art.
that picture frame is 5 times more that the price of the picture...

0 upvotes
CG33
By CG33 (10 months ago)

vomitus deformitate

3 upvotes
Delacosta
By Delacosta (10 months ago)

Thank you Franciscus. At least the Pope has good taste and will not be buying this.

2 upvotes
CG33
By CG33 (10 months ago)

Hahaha... whatever I tried to say in Latin makes more sense than this camera.
:-)

2 upvotes
kometa
By kometa (10 months ago)

Unbelieveable !!!

0 upvotes
W Sanders
By W Sanders (10 months ago)

Kinda goes with: http://www.dpreview.com/galleries/9242360526/photos/2587690/885524_10200376462789722_1978036527_o

0 upvotes
lucinio
By lucinio (10 months ago)

Really funny....

0 upvotes
mpgxsvcd
By mpgxsvcd (10 months ago)

Not only did they have the Gaul to create the camera but they even "forcefully defended" the camera. Now they are actually making the camera. It is almost like they are trying to spite every potential customer they could ever have.

They could have just never come out with it and everyone would have forgotten about it.

5 upvotes
Delacosta
By Delacosta (10 months ago)

I'm confused.....are you saying this camera was created by a Gaul? I thought production was all in Viking hands.

3 upvotes
deleted_081301
By deleted_081301 (10 months ago)

The Vikings sold Hasselblad years ago
mainly rebadged FUJI's in the H Blad and now rebadged Sony's

1 upvote
Delacosta
By Delacosta (10 months ago)

Ah, so.

1 upvote
mpgxsvcd
By mpgxsvcd (10 months ago)

If you put this camera in a Sharper Image store I guarantee you could find some idiot that would buy it.

5 upvotes
darkref
By darkref (10 months ago)

Lunar-cy.

2 upvotes
klopus
By klopus (10 months ago)

Why on earth anyone would buy NEX-7 wrapped in a wooden 50's style toilet seat, all that for $5K?

12 upvotes
mpgxsvcd
By mpgxsvcd (10 months ago)

Am I the only one that likes the look of this camera. I don't like it $6000 worth. However, I do like it.

1 upvote
Thoughts
By Thoughts (10 months ago)

I am still waiting for someone to say he likes it and he is going to buy it now... it is not you it seems...

Comment edited 28 seconds after posting
7 upvotes
PC Wheeler
By PC Wheeler (10 months ago)

How are they planning to get it to the Moon? At that price it should defray part of the trip.

At least the grip appears to be real (endangered?) wood

2 upvotes
Mr Fartleberry
By Mr Fartleberry (10 months ago)

I guarantee you won't see that junk lifted to the space station.

0 upvotes
MattJCarter
By MattJCarter (10 months ago)

It belongs on the moon...
:-)

0 upvotes
mpgxsvcd
By mpgxsvcd (10 months ago)

My wife paid way too much for a handbag that really doesn't hold anything. So why can't I have a camera that I think looks cool but really doesn't take any better pictures than an NEX-7?

1 upvote
wlad
By wlad (10 months ago)

you're the only one who thinks it looks cool.
Come to think of it - nice try Hasselblad.

5 upvotes
mpgxsvcd
By mpgxsvcd (10 months ago)

I have a feeling that Hasselblad will still sell enough of these to make a minimal profit. There are a lot of people out there that still have enough money to just throw some away.

1 upvote
deleted_081301
By deleted_081301 (10 months ago)

Not hard to make a profit is it ?
£750 sony Nex7 and a bit of wood wrapped round it ..
then sell it for £5280

Comment edited 2 times, last edit 28 seconds after posting
2 upvotes
wlad
By wlad (10 months ago)

so, the douchebag edition of nex is available.. all the douchebags - rejoice !

8 upvotes
mpgxsvcd
By mpgxsvcd (10 months ago)

I have no problem with them making a camera like this and selling it for the astronomical price they are asking. It is a free market after all.

In addition this is a free country so I can also say that I think your priorities are way out of whack if you even consider buying this camera.

4 upvotes
Michaels7
By Michaels7 (10 months ago)

Me either. But how many people are going to pay 7 plus grand for a dressed up Sony? The only benefit that I see is the bassy glass.

0 upvotes
Najinsky
By Najinsky (10 months ago)

It's alarming here how many people just don't get it.

And before you retort about the price, remember, everything is negotiable.

I ordered all five and managed to negotiate a free digital IXUS so I can photograph them once they are in the display case.

Not laughing now are you!!

10 upvotes
Edymagno
By Edymagno (10 months ago)

Nice price! The photo rumor became photo humor!

8 upvotes
samhain
By samhain (10 months ago)

Still a better deal than the upcoming Leica vario :D

3 upvotes
Wye Photography
By Wye Photography (10 months ago)

Cough! priced at WHAT!!!!

I am gonna stick with my Hasselblad 500C/M

It would have been better to include a Carl Zeiss lens and price it for around a fifth of the price.

This will only be seen rolling around in some rich boys ferrari and not used by "real" photographers.

1 upvote
GPW
By GPW (10 months ago)

Nikon D800E, nuff said!

5 upvotes
SETI
By SETI (10 months ago)

For what?

0 upvotes
Delacosta
By Delacosta (10 months ago)

@ Wye Photography...

Are you saying that Paris Hilton is not a "real" photographer? Oh, the insult!

0 upvotes
GPW
By GPW (10 months ago)

For anything and everything the Hassey can do for half the price

2 upvotes
GPW
By GPW (10 months ago)

Sorry! I forgot to mention that the hassey is F@##$ING UGLY

2 upvotes
Giulio Cengarle
By Giulio Cengarle (10 months ago)

I can't help wondering why they release this and what it is that it brings to the already crowded market. I cannot figure out anything this camera does that cannot be done by other cameras, at a much lower price. I have the utmost respect for Hasselblad's professional digital and film products, all of which represent the state of the art in their respective categories, yet I don't see reason for cameras like this. Oh, wait, and a new Leica is coming out tomorrow...

2 upvotes
Adrian Joseph Roy
By Adrian Joseph Roy (10 months ago)

Really, DPReview? Please tell me this posted image (http://4.static.img-dpreview.com/files/news/8506444906/520/Lunar-Mahogany-Wood-18-55-Hood_b.jpg?v=2210) is either a joke, a mistake, or sabotage by ninja hackers. A spider monkey could have done a better masking job, even if you rushed him.

0 upvotes
BobYIL
By BobYIL (10 months ago)

All jealous hearts here!!... I have ordered a left-hand version of it, handle made of curly Bubinga wood for $17.000 only.

6 upvotes
SETI
By SETI (10 months ago)

You also need Hasselblad-branded Bubinga frames for your prints now.

1 upvote
Delacosta
By Delacosta (10 months ago)

Brilliant! All photo frames should be branded with the name of the camera maker. Everyone knows that the more expensive your camera is, the better the picture must be.

0 upvotes
Klay
By Klay (10 months ago)

Actually, left handed versions of current camera's might be a better idea than bubinga, faux marble and marketing cheese.

0 upvotes
viking79
By viking79 (10 months ago)

Seems to me it would have made more sense to include a Zeiss 32mm f/1.8 or something? Offering the 16mm f/2.8? That is just cruel.

1 upvote
dpLarry
By dpLarry (10 months ago)

Leicas at least makes their lenses. This has a Sony Lens.

1 upvote
PeakAction
By PeakAction (10 months ago)

Ugh. It seems today's crop of Hasselblad execs went to the same high school as the Leica execs. No, this is worse; at least Leica still makes most of their own products.

4 upvotes
tobyone
By tobyone (10 months ago)

Another design by the most prolific designer, Ug Lee. At least you get a lens hood not like Olympus.

2 upvotes
Optimal Prime
By Optimal Prime (10 months ago)

Absolutely love it! I'll take two of these Sonyblad Lunar-tics, thank you.

0 upvotes
Guidenet
By Guidenet (10 months ago)

I wonder if Hasselblad really thinks they can market a joke like this. Even a rich novice photographer would probably shun it if he knew it was a Sony Nex shoehorned into a wooden case using rather pathetic (at this price) Sony lenses.

The only possible bright side is if Sony or Cosina designed a couple of really high end built Carl Zeiss designed lenses for it. The bright side would be that Sony Nex owners could take advantage of them, and it would add a very small bit of credibility to the camera body, but not much.

It would be something I'd maybe hide under my jacket, hoping no real photographers saw it. I mean, spending this kind of money on this kind of camera really says something not so good about its owner, don't you think? Normally, things don't bother me much, but the perception of being this dumb might be different. :-/

6 upvotes
olakiril2
By olakiril2 (10 months ago)

For the amount of trouble that they went through, and for the lunatic price of the Lunar they could have made a mini 503 with the sony sensor. I bet they would sell many more units, and would have the opportunity to sell some excellent glass. What a pitiful end for once a great company.

7 upvotes
halai
By halai (10 months ago)

If only they throw in a louis vuitton or chanel handbag, I bet you all the ladies will be all over it. But then again, they will keep the handbag and throw this cam in the trash can.

1 upvote
ShatteredSky
By ShatteredSky (10 months ago)

Thanks, had the best laugh in a month. That was worth it ... to look at this eyesore. My favourites are the extremely ... hmmm, I truly do not know how to express that politely ... knobs and top plate. Second is the faux-marble lens shade, an instant classic I might say.

Cheers and good night

1 upvote
Total comments: 371
2345