The 'Lunar' will be compatible with A-mount and E-mount lenses.
LIVE UPDATES FROM PHOTOKINA PRESS CONFERENCE:
- 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]