Yes, Hasselblad is coming with a new baby

I have been following this rumor for a while.

There is new Hasselblad teaser - a new baby is coming:

click to enlarge

All key dealers in Central Europe were instructed by Hasselblad about the new camera system due next week. Hasselblad sees a gap between DSLR and MF segments and it will address it next week. The new camera will be cheaper and as compact as the Leica s2.

Read more about the new campaign in DSLRmagazine (English translation). A better "human" translation can be found here.

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