Oxford School of Photography

insights into photography

Photokina 2012: Hasselblad to launch mirrorless compact camera and full-frame digital SLR

From the BJP we learn:

Hasselblad has announced it is developing a mirrorless, interchangeable lens camera to be released in early 2013.

Hasselblad plans to use a partnership with Sony to enter each photographic segment with new digital SLRs and compact cameras, as well as tripods and mirrorless cameras.

“For us, the plan is to move very quickly over the next few months,” says Hasselblad’s chairman and CEO, Larry Hansen. “Our expectation is to show and launch cameras in every sector of the photographic market, while offering the best image quality available in each segment, relying on our collaboration with Sony.”

He adds: “We want to go back to our customers. Fifteen years ago, 65 percent of our customers were not professional photographers. Today almost 100 percent are professional. My goal is to make Hasselblad cameras accessible to all serious customers.”

As a result, Hasselblad will release, within the next year, a full-frame DSLR, a range of digital compact cameras, tripods and luxury accessories, as well as an interchangeable lens camera – the Lunar. “It’s a rather aggressive plan,” says Hansen.

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