Hasselblad has slashed the price of its u2018entry-point' camera by almost a quarter, telling enthusiasts there's never been a better time to break into the world of professional medium-format photography.

The firm has cut the price of it H4D-31, with 35-90mm lens, by €3,565 – representing a reduction of 22.9%, according to Hasselblad.

Body-only the 31-million-pixel H4D-31 now costs less than €9,000, and €11,995 with a 35-90mm lens.

‘This is a groundbreaking move and a very important day for every photographer who aspires to own one of the best cameras in the world,’ said the company’s sales and marketing director Chris Russell-Fish.

‘For many, price has long been the biggest barrier to ownership.

‘Now, we have substantially reduced prices on six units and there really has never been a better time to get your hands on a Hasselblad.’

The H4D-60, which features a 60-million-pixel imaging sensor, has come down by €6,200 – to €23,900.