Hasselblad develops mirrorless camera with Sony: DSLR 'mid-2013' (update 7.30pm)

Hasselblad is set to launch a mirrorless system camera aimed at enthusiasts in a tie-up with Sony. A full-frame DSLR from Hasselblad is set to follow in the middle of 2013.

hasselblad lunar
The compact system camera (CSC) will cost around Euros 5,000 and is due out early next year.

The 'Lunar' will be compatible with A-mount and E-mount lenses.

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  • 24.3MP APS-C sensor
  • OLED EVF
  • Top ISO of 16,000
  • DSLR technology
  • Hailed as 'new dawn' for Hasselblad. 'This is the start... The plan is to move very quickly,' says CEO Dr Larry Hansen.

'Our expectation is to launch a camera in every sector of the photographic market.'

  • Responding to demand. 'My goal is to make Hasselblad cameras accessible to serious photographers and enthusiasts.

'This is the first interchangeable-lens camera.

'We also want to have digital compact cameras.'

  • New design centre in Italy for CSC.

'DSLR full-frame to follow over next year.'

  • Mirrorless camera will have choice of wooden/carbon fibre grip
  • Firm following market trend towards 'consumer focus', away from 'technology focus'
  • DSLR due 'middle of next year', CEO tells AP after press conference in Cologne, Germany
  • No current plan to develop partnership with Fujifilm, with which Hasselblad has existing lens relationship
  • Firm hopes to also attract some professional users who may be after a second, 'sexy', camera
  • CEO tells AP he does not see Leica as competition, though admits Hasselblad will compete for money photographers may otherwise spend on a Leica
  • CEO says camera made 'deliberately' larger than needed, to accommodate bigger lenses and allow for a more comfortable grip
  • Camera will use parts made in Japan and Italy, but be 'constructed' in Sweden
  • Hansen says he first had the idea of such a camera 16 years ago
  • No plan for full-frame CSC

 

Hasselblad chairman and CEO Dr Larry Hansen with one of the new Lunar models. He told AP that photographers will have a choice of grips, including one made from the wood found in the steering wheel of Maserati cars

[Picture: C Cheesman]

 

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