Hasselblad to enter prosumer market

Hasselblad-Lunar-camera
Hasselblad already sold out their last Lunar camera (still available in the US) and now "the Swedish medium-format giant still has plans to open up its professional dominated market to a wider audience". Hasselblad's CEO also said that the company's next move will be "from professional to the prosumer. That’s the arena we see as a next step. What it is, when that is, I will not say" (source).

Two more related comments from recent interviews with Hasselblad's CEO:

"I saw the new cameras. I will be reporting on them this year in my How To Spend It column. Without breaking the news embargo, I can say confidently that, in the case of one wholly new model in particular, photography fans will be over the moon." (source: Jonathan Margolis/FT)

"Portability will be key - but how and which ways it will be portable is yet to be announced - it's better to scream about something when you have something to say, and our ambition towards that direction is there. The good thing is that more people will come to medium format, and people are much more interested in quality." (source)

‘Yeah, I think this is something we need to explore,’ said Oosting, who was appointed Hasselblad CEO in early 2015. Oosting indicated that he would like to see Hasselblad cameras available to a wider range of users. Perhaps a digital XPan? Oosting remained tight-lipped, only saying the firm is working on ‘new things’. (source)

Based on those comments I see a new small (mirrorless?) medium format prosumer camera to be announced at Photokina in September. What do you think? This is what the Leica SL should have been if you ask me.

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