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Hasselblad HV is restyled Sony SLT-A99 with 'tough as nails' construction

By dpreview staff on Feb 3, 2014 at 16:26 GMT
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Weeks after replacing its CEO and announcing a new 50MP CMOS-equipped medium format DSLR, Hasselblad has us scratching our heads yet again. The just-announced Hasselblad HV joins the Lunar and Stellar as a restyled Sony SLT-a99 featuring 'tough as nails' PVD-coated aluminum and titanium construction for considerably more money. 

Aimed at 'photographers who demand the ultimate in both style and performance' the 24MP full-frame Hasselblad HV will retail bundled with a Carl Zeiss 24-70mm F2.8 lens for €8500 (about $11,500).  

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Press Release:

Hasselblad makes a brand new style statement with its latest camera for photo-enthusiasts

Hasselblad, the iconic camera-maker favoured by many of the world's most accomplished professional photographers, has launched a brand new 'elite' camera - and this time pointed it at amateur photo-enthusiasts who demand the ultimate in both style and performance.

The sleek new Hasselblad HV, which is available immediately, will retail at € 8500 (excl taxes) and boasts some of the most advanced camera technology ever engineered for the enthusiast marketplace.

Announcing the launch Hasselblad CEO Ian Rawcliffe said: "The new HV is the latest model in our rapidly expanding portfolio of consumer cameras that seamlessly blend beauty and chic with performance. This camera is aimed squarely at people who don't just love taking pictures - but love taking them in real style. And the HV doesn't just look good; it feels good to hold too. We maintained a sharp focus on ergonomics and we used only premium materials like titanium, high-grade aluminium and latest 'tough as nails' PVD coatings."

He added: "There are growing numbers of very keen and often extremely talented amateur photographers and photo-enthusiasts all over the world that are willing to invest in the kind of high performance capture products that elite professionals enjoy. Our brand new HV DSLR will completely satisfy all those who wish to not only treat themselves to an exclusive photo-icon but also revel in crafting exceptional pictures and video with an exceptional camera.

The new and easy to use HV has a 24.3 megapixel full-frame sensor and comes with a legendary Carl Zeiss 24-70mm lens - for extreme sharpness and outstanding contrast. The camera also has 35mm full-frame HD moviemaking capability for outstanding performance, even in dark conditions.

The HV ships with a specially designed, extremely robust and high performance 'super resin' case (like the pros use) guaranteeing extra protection from dust, water, chemical agents and impacts and shocks.

It can also deal with extreme weather conditions (from minus 40°C up to 80° C). This lightweight case doubles as an integrated organiser to hold not just the camera, all cables and chargers, memory cards and photo-literature but also an iPad and a regular size laptop.

For more information visit: www.hasselblad-hv.com


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Source: Hasselblad
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Comments

Total comments: 384
2345
whawha
By whawha (2 months ago)

"...consumer cameras that seamlessly blend beauty and chic with performance. This camera is aimed squarely at people who don't just love taking pictures - but love taking them in real style. " You couldn't make it up.

2 upvotes
nathanleebush
By nathanleebush (2 months ago)

The problem here is that stunt pricing like this diminishes the brand's value in the eyes of real photographers. When they knowingly present an existing product at many multiples the price, how do we know that their medium format pricing isn't as arbitrary and invalid?

15 upvotes
Revenant
By Revenant (2 months ago)

I'm sure the pricing isn't arbitrary. It's very well calculated to give Hasselblad a nice profit margin.

And as long as the intended target users are willing to pay the price, the products are worth it (to them). That's how the market works. A product doesn't have intrinsic value; it's all about the value perceived by the buyer.

I certainly wouldn't buy one of these Hasselblad/Sony creations, but I don't think I'm the kind of customer they are targeting, either.

2 upvotes
mrmut
By mrmut (2 months ago)

Why, the camera looks fine. It is certainly more sensible thing than the Lunar. The price just reflects the target audience, so I don't think it is a big deal.

1 upvote
TwoMetreBill
By TwoMetreBill (2 months ago)

No different than what Jony Ive designs for Apple. Fashion is more important than function. Leica has been in the jewelry business for 40 years.

1 upvote
0MitchAG
By 0MitchAG (2 months ago)

Then you understand nothing about Industrial Design if you degrade Ive's name with this crap. A naive comparison.

4 upvotes
Yxa
By Yxa (2 months ago)

Did you say Dieter Rams?

0 upvotes
alendrake
By alendrake (2 months ago)

I really love Hasselblad news. Such a relief to escape from harsh reality!

15 upvotes
Raist3d
By Raist3d (2 months ago)

I would buy a Pentax 645D any day over this thing of I had that kind of cash.

17 upvotes
zevobh
By zevobh (2 months ago)

anyone planning on an extravagant camera purchase please opt for an M-E with summilux 50mm f1.4. there would be 10k well spent.

or just get a freaking a99.

Comment edited 2 times, last edit 42 seconds after posting
10 upvotes
tallguy600
By tallguy600 (2 months ago)

Just why?

2 upvotes
justshootyou
By justshootyou (2 months ago)

My pretty!!!

0 upvotes
RunStrom
By RunStrom (2 months ago)

Hasselblad, has now become a coachbuilder.

1 upvote
SammyToronto
By SammyToronto (2 months ago)

Smart move; with this bullet-proof camera, they'll corner the market of photography-loving mobsters.

4 upvotes
Uaru
By Uaru (2 months ago)

Owning one of those "new" Hasselblads is a clear sign the owner is not a photographer.
I would feel embarrassed using one. I could think of an excuse for using almost anything else - but these.

6 upvotes
RichRMA
By RichRMA (2 months ago)

Ferrari licensed their name to a number of companies, including William Optics a Taiwanese telescope company. I would like to know exactly what changes Hasselblad made to the 99.

0 upvotes
wlad
By wlad (2 months ago)

did Ferrari sell a rebadged KIA ?

2 upvotes
andy amos
By andy amos (2 months ago)

Are, so that explains the red telescopes with carbon fibre spoilers!

0 upvotes
Revenant
By Revenant (2 months ago)

I think the changes they made are the ones we see on the outside. Otherwise, the specs seem to be the same as the Sony version. They even use Sony's raw file format, and probably the same JPEG engine too.

0 upvotes
HowaboutRAW
By HowaboutRAW (2 months ago)

Ferrari, owned by FIAT, used crappy FIAT parts for years.

Both have improved in the last dozen years.

0 upvotes
gerard boulanger
By gerard boulanger (2 months ago)

A body, a zoom lens, 2 batteries and a case, not so bad.... LOL

Comment edited 26 seconds after posting
1 upvote
Cane
By Cane (2 months ago)

Hasselbad! Didn't they make their own cameras before, or did they just bedazzle other people's cameras?

0 upvotes
Kinematic Digit
By Kinematic Digit (2 months ago)

You mean like this? http://www.youtube.com/watch?v=dx45QUDHOhg

0 upvotes
yabokkie
By yabokkie (2 months ago)

is it the top guy at Hassel loves Sony too much,
or the top guy at Sony loves Hassel and Zeiss too much?

I feel sorry for those who work hard at Sony
to find their children bearing rubbish names.

Comment edited 36 seconds after posting
3 upvotes
technotic
By technotic (2 months ago)

You are at child yab.

0 upvotes
Mike99999
By Mike99999 (2 months ago)

Isn't this the perfect camera for a troll like you?

0 upvotes
Rochester MI
By Rochester MI (2 months ago)

Brand value harvest strategy aimed at affluent consumers. Capture as much profit as quickly as possibly without regard to future brand value. Generally used when either management is under pressure to deliver profits now or there is little confidence in the long term future of the brand.

Production and associated expenditures were probably already committed to by the previous management. Given the damage to the brand by the Stellar and Luna how much more damage will the HV do? Quote attributed to the CEO was probably written by marketing.

Comment edited 7 minutes after posting
6 upvotes
Gesture
By Gesture (2 months ago)

The quote from the CEO is more embarrassing than the product. The world's supply of self-respect keeps diminishing.

12 upvotes
straylightrun
By straylightrun (2 months ago)

This camera is aimed squarely at people who don't just love taking pictures - but love taking them in real style!!!

1 upvote
km25
By km25 (2 months ago)

If I had $11.5K I would find much better ways of spending it. If The Donald ever becamera a fashion photographer.

1 upvote
Jun2
By Jun2 (2 months ago)

No polished wood hand grip, so disappointed .

24 upvotes
saralecaire
By saralecaire (2 months ago)

Despite all these recent product announcements, you'll still find people insisting that they're paying the premium price for "quality" in Hasselblad's large format bodies. Wake up (especially fashion photogs), if you compare the pixel level quality with DSLR there's practically no difference at base ISO's.

1 upvote
Just a Photographer
By Just a Photographer (2 months ago)

Except that you can argue what 'quality' is.
Sony is a consumer brand like a volkswagen.

Its impossible to make a Bentley out of a Volkswagen and expect it to be as good as an original Bentley.

0 upvotes
HowaboutRAW
By HowaboutRAW (2 months ago)

saralecaire:

In many cases the larger format (MF) digital cameras+lens will deal with vignetting better than all but the most recent, and expensive, full framed DSLR lenses.

The Fuji lenses for the new Hasselblad MF cameras are excellent. And of course the Leica S lenses for the S2 are extraordinary.

And before I hear about, yes the Pentax system is good.

0 upvotes
BobORama
By BobORama (2 months ago)

I, for one, cannot wait till the Hasselblad Maserati's come out: Carbon fiber composite draped over a Kia Soul.

13 upvotes
Infared
By Infared (2 months ago)

Hopefully the can find a better name for it than the Ghibli! :-)

0 upvotes
Cartagena Photo
By Cartagena Photo (2 months ago)

Actually the Sony a99 already is a Maserati so it's just a new paintwork or custom made bodypanels.

0 upvotes
ecm
By ecm (2 months ago)

Anyone else notice the "BUY ON GEARSHOP" tag just below the article title? Click on the $2,798.00 link and it takes you to the SLT-99.... Irony? from DPR?

Comment edited 26 seconds after posting
5 upvotes
Devendra
By Devendra (2 months ago)

no need to click. just read what it says on the left side of the cost?

0 upvotes
ecm
By ecm (2 months ago)

@Devandra: I have "F like 17 Tweet 27 g+1 0" to the left of the "BUY ON GEARSHOP $2798.00 >" - what do you have?

0 upvotes
JackM
By JackM (2 months ago)

Shark = jumped.

0 upvotes
PaulDavis
By PaulDavis (2 months ago)

Man it comes with its own case! What a bargain. Looks like there is extra space in the case too for my royal crown! Awesome.

3 upvotes
Infared
By Infared (2 months ago)

Is the RC for loosening up the models?

0 upvotes
Zigadiboom
By Zigadiboom (2 months ago)

I could actually buy all seven pieces of photographic gear that were voted 'Best Gear of 2013' on this website and still have plenty of cash left over.

I understand that this camera has a target audience. However let me sum up what that target audience is. They are the misinformed elite who have too much money and frankly know nothing about photography. Such camera models are made simply for such people to purchase and impress those of like mindedness.

Kudos to Hasselblad and the like for knowing this fact very well. They pick up a Sony A99 and color it in grey and add a few piggy tails and sell it for almost four times more!

Fortunately this audience is still a niche category and it doesn't speak for the majority who genuinely call themselves photographers.

Comment edited 1 minute after posting
7 upvotes
Robert Schambach
By Robert Schambach (2 months ago)

This is god's way of saying that you have to much money...

3 upvotes
antares103
By antares103 (2 months ago)

Its funny to see how many people act as though Hasselblad cares about our opinion of the HV. the target audience are the elite and those who cater to the elite and have to keep appearances.

I doubt it costs Hasselblad anywhere near the 11K to develop the camera (since it was already done, save the body). They don't have to sell as many to make a profit. Would you rather sell a million photos for $1 or 1 photo for a million dollars?

The company does not need to sell 100's of thousands of these to stay in business like Nikon and Canon and Sony. Even if they only sell 20, that is still thousands of dollars in profit even if they had to by an A99 off a store shelf.

4 upvotes
onlooker
By onlooker (2 months ago)

Sad. It's like seeing your favorite aunt from childhood turn hooker.

34 upvotes
Revenant
By Revenant (2 months ago)

Yes, I hate it when that happens.

5 upvotes
Edgar Matias
By Edgar Matias (2 months ago)

Wow, I laughed so hard after reading these two comments.

Thank you for brightening my day at someone else's expense.

:-D

0 upvotes
HiRez
By HiRez (2 months ago)

It's slightly less ridiculous looking that the other 2 new Hasselblads. Which isn't saying much.

3 upvotes
Zoron
By Zoron (2 months ago)

This is Sony's answer to Nikon Df.......cool

3 upvotes
hippo84
By hippo84 (2 months ago)

Why Sony's? It's Hasselblad, isn't it? And why somebody has to answer on Df(so-so camera, to tell the truth). It would be better if Nikon answer on A7/A7r.

0 upvotes
HowaboutRAW
By HowaboutRAW (2 months ago)

hippo84:

What's "so-so" about the Df?

I may agree, but be specific.

0 upvotes
Marty4650
By Marty4650 (2 months ago)

This is probably the best looking Hasselblad abortion yet, but it still costs way too much. I'd rather have four Sony A99s.

I assume someone is buying these overpriced rebadged cameras, so I guess Hasselblad is laughing all the way to the bank.

4 upvotes
Frank C.
By Frank C. (2 months ago)

Just put it in my Lambo

10 upvotes
Braxton7
By Braxton7 (2 months ago)

Nice case!

1 upvote
Forever Young
By Forever Young (2 months ago)

Is it available in different colors? I want to buy all of them!

0 upvotes
andix
By andix (2 months ago)

STUPIDITY SHOULD HURT. It's all I have to say.

1 upvote
photoholiko
By photoholiko (2 months ago)

I knew you guys would have a field day with this and I don't blame you.

0 upvotes
Anastigmat
By Anastigmat (2 months ago)

It is actually a good investment. So few copies will be sold that it will become a collector's item, and it will fetch 3-10 times as much as its current price.

1 upvote
nickthetasmaniac
By nickthetasmaniac (2 months ago)

I thought the new CEO indicated that Hasselblad was over this... Apparently not.

0 upvotes
DotCom Editor
By DotCom Editor (2 months ago)

The inventory was likely built a while ago and is already far into the distribution pipeline. Not much the guy could do at this point about this fiasco.

2 upvotes
love_them_all
By love_them_all (2 months ago)

The deal was already in motion and the cameras being made. His job is to stop the stupidity and hopefully the bleeding. And along the way fire the market research team that is stationed in Dubai.

3 upvotes
cgarrard
By cgarrard (2 months ago)

Wait, I get it.

"If Leica can re-brand a Panasonic and sell it for double... then Hasselblad can re-brand a Sony and sell it for triple.... brilliant."

Comment edited 2 times, last edit 24 seconds after posting
23 upvotes
Anastigmat
By Anastigmat (2 months ago)

almost quadruple the price, since the Sony sells for $3k, and the Hass sells for $11.5k.

0 upvotes
antares103
By antares103 (2 months ago)

Sony body sells for about 3k. The lens is another 2k. this makes the body about triple.

1 upvote
Marty4650
By Marty4650 (2 months ago)

Does it really matter whether it is three or four times more expensive?

10 upvotes
arhmatic
By arhmatic (2 months ago)

Marty, it does.

My personal threshold is 3.14 times. (phi)

2 upvotes
Horshack
By Horshack (2 months ago)

It's a camera tough as nails, for people dumb as nails.

31 upvotes
cgarrard
By cgarrard (2 months ago)

Lunarcy.

3 upvotes
DotCom Editor
By DotCom Editor (2 months ago)

Just like the pros!!! Ooooh!!! Ahhhh!!!

"specially designed, extremely robust and high performance 'super resin' case (like the pros use)..."

10 upvotes
DotCom Editor
By DotCom Editor (2 months ago)

C'mon, it's not even April 1 yet!

3 upvotes
jon404
By jon404 (2 months ago)

But we still have to wait for the Hasselblad version of the Crayola camera, rumored from a reliable source to be on track for an April 1 launch...

http://www.amazon.com/Crayola-Megapixel-Digital-Camera-24070/dp/B002VZL1HI

0 upvotes
K E Hoffman
By K E Hoffman (2 months ago)

Put Leather in a car. Make the Premium Audio and Premium Moon Roof on as base unit change the name and Toyota becomes Lexus.
Nissan Become Infinity etc.

People who insist on the top brand will buy it.
AND People who work for those who insist on the top brand in who they hire, but like the Sony system and Zeiss Optics ... then it is a business expense.

6 upvotes
andix
By andix (2 months ago)

You haven't met the cretins who argue tooth and nails that their Lexus / Leica / Acura / Hasselblad ARE actually different and as such, better?

0 upvotes
AlterZgo
By AlterZgo (2 months ago)

That may be true for certain Lexus and Infiniti models but not all. for example, the Lexus IS, GS, and LS models all are built on platforms exclusive to Lexus - there are no Toyota equivalents. Same goes for the Infiniti G and M series. Nissan and Toyota do not have ANY rear wheel drive sedans whereas Infiniti and Lexus have several.

1 upvote
jon404
By jon404 (2 months ago)

How much for the case?

0 upvotes
hippo84
By hippo84 (2 months ago)

Case with a body, Zeiss 24-70/2.8 and 2 batteries costs $11500

0 upvotes
gerard boulanger
By gerard boulanger (2 months ago)

One the there most ridiculous marketing decision I ever seen in the digital photography business.
Almost pathetic.

Comment edited 13 seconds after posting
1 upvote
shnikus
By shnikus (2 months ago)

Yes, its one of them. The other two are Lunar and Stellar.

2 upvotes
Photoman
By Photoman (2 months ago)

I thought and it should be called HIV, cause this is one camera disease you DON"T want to catch...Oh Hasselblad you have done it again ;p

3 upvotes
petemod
By petemod (2 months ago)

I like it, in a "haha, that's funny!" kind of way.

2 upvotes
cgarrard
By cgarrard (2 months ago)

Yeah same here.

0 upvotes
Total comments: 384
2345