Story: Hasselblad wanted to colalborate with Fuji. But had to go with Sony at the end.

You still remember the Hassleblad Lunar announced at Photokina don’t you? It’s basically a Sony NEX-7 with luxury case that will be priced at $5000. Not something for us normal human beings. Anyway, what you may don’t know is that according to Quesabesde (translation here) Hasselblad wanted Fuji as partner! Sony was only the second best choice. The reason why Fuji ejected the partnership is yet unknown. Fuji and Hassi worked together on many film cameras like for example the famous Hasselblad X-Pan (Here on eBay).

Anyway, if the Hassleblad Lunar is the kind of thing we can expect from the Hasselblad-Sony partnership than you have to admit that Fuji had good reasons to reject it. But let’s not draw those kind of conclusions yet, There might be more coming from Hasselblad than just a luxury NEX-7.

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Vivek

5 months ago | Reply

This is still vaporware, right?

Fuji are smart!

BdV

If Hasselblad rang the Fuji doorbell with a great idea called ‘Lunar’, the I’m not surprised Fuji said no.

cyber shot

i dont know why people make a big fuss about the lunar,some might like it some might hate it, but mostly cant afford one anyway..so why bother?why dont make fun of the current hassy’s which are ugly as well..but noo pick on the lunar. cheapskates

Camaman

Fuji probably wanted another X-Pan, and Hassy said Wooa! what planet do you live on Fuji! This is the 21st century!

And so Lunar came to birth… Because Sony couldn’t care less about Hassy’y project. they sell them their Nex7′s and they will buy Hassy once their market value diminishes further cause of this failure…

Mistral75

Remember also that Hasselblad CEO Dr. Larry Hansen was the former leader at Carl Zeiss who negotiated the partnership between Sony and Carl Zeiss for the Alpha-mount lenses.

Mike

I wonder if Hasselblad’s intentions for making such a gaudy camera was just to generate buz at the show. It certainly did but at the expense of their reputation. But if it’s like show business where even bad publicity is good publicity then time will tell.

Vivek
5 months ago | Reply

You must not insult Gaudy! Make a visit to Barcelona and check out what great designer/architect/artist he was.
- bix
  5 months ago | Reply
  
  I think he was referring to the word, ‘gaudy,’ rather than Gaudi, the architect.

narutogrey

The Lunar camera would actually not be too bad as a limited edition of the NEX-7 for say $100-$200 more than the standard NEX-7. A $300 premium would be pushing it, but $4000 for the Hasselblad name and “luxury” materials that in essence cost less than $2 in raw material form just doesn’t make sense.

cosinaphile

fuji is making every attempt to create real cameras ,,, god bless em ,,,, why would they ever cooperate with the cretinous fools who hijacked,,, ummm i mean purchased hassablads formerly good name to make these silly overpriced vulgar trinkets ……WHY!!!

what fools these hassy marketeers are… profoundly clueless.. deeply flawed and …………………………..uneducated

Zorg

Probably for the best. However, I’m a little surprised by the comments above that no one seems to realise Hasselblad and Fuji did not stop cooperating since the X-Pan.

Today’s Hasselblad H-system lenses are in fact designed and built by Fuji in Japan. Hasselblad only contributes the leaf shutter assembly. This existing cooperation in medium format is probably why they approached Fuji first.

pooh
5 months ago | Reply

Then too bad we’re not having any successors to the GX645.

to add the x pan in a digital form would have been killer and sold well while while not evicerating the hassadlad brand , as these “tools” have .

.. but the hasselblad name , guided by a clueless and deeply stupid private equity firm, has decided to market to, beyonce canye west , and wall street moron and billionaires … and clueless young millionaires

except that anyone with a computer is too embarrassed to buy one

Izumi

My grandmother knows that should Hasselblad/Fuji ever announce a digital XPan/TX she is to start packing her belongings in preparation for a new owner.

pixypig

That camera is beautfiul, I may sell my m9 to get it.

noug4t

I hope that the lunar will be sold with it’s indispensable accessory http://www.bricorama.fr/img/FichesFichier/5150587z1224708.jpg

dfreg
5 months ago | Reply

cosinaphile
5 months ago | Reply

+1

Sean

hassleblad + x-pro 1 = drool

Llamaman
5 months ago | Reply

Why would having Hasselblad involved make an X-Pro1 any more attractive?
All they’ve done with the NEX-7 is add a staggering ugly wooden body and tripled the price.

jake

I kinda want a Hassy RX-1.

catnip

Fuji’s collaboration with Hasselblad goes beyond just the X-Pan, when Hasselblad decided to part ways with Carl Zeiss it was Fuji who took the manufacturing of Hassie’s HC optics.

kuishinbou

Anyone who thinks this design was a great idea is clueless! I was excited when I heard Hasselblad was coming out with a mirrorless camera, assuming it would be groundbreaking. However, they should be really embarrassed by this move. I guess they are targeting pretentious morons who really do not know anything about photography, or style for that matter. If they came out with something competitive, such as a full frame or larger sensor mirrorless camera with AF and interchangeable lenses, it may be worth the money…Not this one, that is for sure!

AndyWas

Hasselblad can make whatever they want, it has no effect on me. My 501C still takes fantastic photos, and will not be impacted by this pig with lipstick , thankfully. But we all know, everyone knows, that Hassey drove this project into the ditch. And Hassey knows it, look at their response after the unveiling. Now someone with a vested interest (financial) at Hasselblad needs to intervene and try to right the ship. Time to save face. We will all understand if they cancel this project, and probably applaud them for it. Samsung seems to be readying a med. format sized, viewfinder digital camera ala 501 series. How about spending time on something like that, Hasselblad? One that can use legacy lenses, bodies, and accessories on a more entry-level price point?

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