Lots to come from Hasselblad

Cameras in every sector

Speaking at Photokina 2012, Hasselblad's CEO and chairman Dr Larry Hansen quoted his own statement when he joined the company, that: "Hasselblad will participate in each photographic segment at the top of each category", adding that this vision is now coming to fruition.

He went on to say that he has a goal of making a Hasselblad camera accessible to all serious photographers in every camera segment, and that this will happen by the end of 2013.

So within the next 12 months or so we can expect to see a full-frame DSLR and a compact camera join the Lunar compact system camera (CSC) that was announced at Photokina 2012.

Lots to come from Hasselblad

Hasselblad is also planning to introduce tripods and "luxury accessories".

Sony partnership

An agreement with Sony is at the heart of these plans, since Hasselblad will use Sony technology and engineering in its cameras.

The effect of this agreement has already become apparent, since the Lunar appears to use the same 24.3MP sensor as the Sony NEX-7, and it features a Sony E-mount.

Lots to come from Hasselblad

It remains to be seen whether Hasselblad devotees and professional photographers will be willing to pay around €5,000 (around £4,020/$6,525) for the carbon fibre, wood, titanium and precious metal finish of the Hasselblad Lunar. Especially when the Sony NEX-7, which is widely considered to be expensive, can be bought at a fraction of that price - around £840/$1,120 for the body only.

ABOUT THE AUTHOR

Head of Testing, Cameras

Angela (Twitter, Google+, website) is head of testing for Future's photography portfolio, writing and overseeing reviews of photographic equipment for Digital Camera, Photography Week, PhotoPlus, NPhoto and Practical Photoshop as well as TechRadar's cameras channel. Angela has a degree in photography and multimedia and prior to joining Future in October 2010 was Amateur Photographer magazine's technical editor.