Hasselblad and DJI “form strategic partnership”

Hasselblad-logo  DJI-logo
If you are following PhotoRumors, you probably remember my post from October 4th where I reported that Hasselblad will probably not see 2016 as a stand-alone company because they are out of cash. The company was desperately seeking for investors and it seems that they found them - DJI now owns 20% of Hasselblad:

Hasselblad And DJI Form Strategic Partnership

dji-products hasselblad_h_system
2015-11-05DJI News
Gothenburg and Shenzhen, 5 November 2015 – Hasselblad Group, the leader in high-quality professional cameras, and DJI, the world’s most-innovative aerial technology company, today announced a corporate partnership through DJI’s acquisition of a strategic minority stake in Hasselblad. DJI joins Hasselblad’s Board of Directors.

The partnership will allow opportunities and new ways of combining the technical knowledge and inventive spirit of the two industry leaders in their respective fields.

“We are honored to be partnering with DJI, the clear technology and market leader in its segment,” said Perry Oosting, Hasselblad’s CEO. “DJI and Hasselblad are equally enthusiastic about creativity and excellence, and we are looking forward to sharing technical expertise and paving the way for future innovations.”

“Hasselblad and DJI share a passion to provide creative people with cutting-edge, inventive technology to help them take visual storytelling to the next level,” said Frank Wang, DJI’s Founder and CEO. “With this partnership, we combine our strengths to further push the borders of what’s possible in imaging technology.”

Hasselblad and DJI will each focus on their individual strategic directions and related growth opportunities, with marketing and branding platforms continuing to delineate the two companies. Hasselblad cameras and equipment will continue to be handmade in Sweden, and DJI will continue to make products in Shenzhen, China. The partnership further establishes DJI’s leadership in the professional camera technology space.

DJI recently launched the modular Zenmuse camera system, including the Zenmuse X5 Pro and the Zenmuse X5 Raw – the world’s first Micro-Four-Thirds camera optimized for moving in space.

Hasselblad has a history of aerial photography, with its technology used in space on several NASA missions, including the first landing on the moon and several of the Apollo missions. Over the course of the company’s 75-year long history, the majority of Hasselblad’s business has focused on traditional medium-format cameras and photography equipment. In recent years, the company has made meaningful investments and announced significant product launches within the aerial arena, making a partnership with DJI a natural progression of the business.

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  • Will they make a very expensive and very ugly drone? I wonder.

  • William P. Ratigan

    I loved my Hasselblad 500C/M back in the day. It cost a fortune back then. Hasselblad is legendary but so way out of whack for enthusiasts. I have fond memories but will never be able to own another.

  • Ennan Hamill

    I expect we’ll see a DJI inspire rebranded Hasselblad Aeroluxia. It’ll be made of a rich mahogany, with gold accents. The blades will be made of platinum with sapphire inlay and the controllers will be made of mother of pearl with topaz and tigers eye for the buttons – all hand crafted by ancient Chinese wizards atop palatial Swedish mountains.

    • nwcs

      Replace Chinese wizards with German engineering and that’s a Leica drone right there.

  • nwcs

    Lunar… Stellar… Aerial?? A rebranded drone with custom carbon fiber or wood propellers? Or a richly detailed rebranded controller with the big H on it?

  • fjfjjj

    “Gothenburg” my ass. Perry Oosting lives in Paris, marketing handbags and selling gold-clad mobes. Hasselblad is dead. We can line it up next to Polaroid, Meyer Optik Görlitz, and other venerable brands which should have been retired but were sold to vultures instead. I wish that Fujifilm would sell the H5D directly.

  • Licheus

    $24,995 drone on the horizon.

  • Spy Black

    Desperation makes strange bedfellows. Somehow I’m kinda glad Phase One didn’t snap them up tho.

  • jojo

    Could this lead to a small light medium format camera?

  • StefanNils

    Interesting high level of knowledge and experience of photography in this thread. Hasselblad still makes very good medium format cameras with high quality and thats what interesting for us photographers. If they find new ways to survive I´m just happy for that. If it makes you happy in another way it just proves that you live a boring life and have a need to put focus on something else. Hasselblad is still there when Rollei, Bronica and some other medium format makers isn´t. So there´s photographers and there´s people that spend there life arguing about things they don´t understand.

  • George Sillanpaa

    Interesting discussion. While some places are training raptors to pull drones out of the sky and people are shooting them out of the sky, and people are warning of drones delivering lethal packages to your doorstep, this may be a problem. Airplanes have reported seeing drones on runway approaches, so drones may not be a done deal, if it is a safety issue. Wait and see if they are licenced/regulated or outlawed. Then what?

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