CP+ interview with Fuji

Dpreview published their CP+ interview with Fuji executives. Here is the recap courtesy of FujiAddict:

Fujifilm GFX

  • Fujifilm sold more GFX cameras than they expected.
  • There was also a very high attach rate of GF lenses, which wasn’t expected.
  • Customer feedback about GFX has been very good
  • 80% of GFX users are high-end amateurs and 20% are traditional professionals.
  • Users want long glass for the GFX
  • Users also want the GFX to be faster and Fujifilm is working on that.
  • GFX is usually a second body and adapters are very important to the system.
  • There are over 100 adapters on the market right now for 28 mounts.
  • Fujifilm is focused on prime development right now, but they haven’t forgotten those that want zooms.

Fujifilm X-H1

  • Photographers wanted a bigger grip for large lenses like the XF 100-400mm and upcoming XF 200mm.
  • Each customer requires a different camera and if you want minimalist you can get a Fujifilm X-E3.
  • Fujifilm is focused on APS-C, because they think that is the best balance for speed/size/image quality

Fujifilm Instax

  • Fujifilm sees the popularity of Instax as people still valuing print.
  • In Asia using Instax alongside high-end Fujifilm cameras isn’t uncommon and they actually sell them bundled.


  • Fujifilm is considering a high-end compact to replace the Fujifilm X70
  • Fujifilm has a growing videographer population.
  • Fujifilm’s strength is getting photos straight out of the camera that you can use, they are trying to do the same thing with video and ETERNA with the X-H1.
  • They could improve the AF of the Fujifilm X-T2 so it matches the X-H1.
  • Fujifilm hopes to improve their image quality substantially over the next 18 months.
  • Some improvements will come via firmware update, while others will be hardware.
  • Fujifilm will have faster and more accurate autofocus and will improve video functionality.
  • In the US the high-end market has grown the most.
  • In the Asian market, the X-A has grown the most.
  • Fujifilm has an over 40% market share in Thailand.
  • The Asian market is transitioning from smartphones to the X-A, while the Western is more high-end centric.
  • Fujifilm doesn’t have legacy equipment to deal with, which is a huge advantage over Canon/Nikon.
  • Fujifilm will continue to stand out as a unique camera maker even as Canon and Nikon enter the market, because of their use of analog controls.

Source: Dpreview, via FujiAddict

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