Hasselblad Lunar Defense - "rebranding is something really different than what we've done"

editorial Sep 19, 2012

Hasselblad executives, in an interview with BJP’s Oliver Laurent, defend Lunar’s concept and pricing.

“This is not a NEX 7 camera, just because we are buying components from Sony. “The hardware is just a small part of the whole. It’s not because we’re using a Sony sensor that it makes the Lunar a Sony camera.” says Luca Alessandrini, Hasselblad’s new business development manager.


The Lunar uses the sensor, electronics, controls, displays, viewfinder, firmware, lens mount, lenses and even the stupid piece of shit Alpha hotshoe (that Sony just got rid of on the NEX-5R, the NEX-6, and the Alpha SLT-A99 in favor of a standard ISO hotshoe). If waddles, flies, swims, quacks, and lays eggs that hatch into ducklings, it’s a duck.
And, as if this wasn’t a big enough insult to our collective intelligence, they have the unmitigated gall to think that by encasing the erstwhile Sony NEX-7 components in some Italian-inspired, hand-crafted, ergonomic orgy of design and mismatched exotic materials, that professional photographers (100% of the Hasselblad demographic) would be willing to part with over $6000 USD for this “innovation”.

Words fail me at this point. Hasselblad wants to succeed the way Leica has, except nothing that they are doing even remotely resembles the Leica model. Leica has developed their digital cameras two ways: in-house for the high-end stuff and with a partner (Panasonic) via rebranding. Yes, the consumer-level digital cameras from Leica are really rebadged Panasonic Lumix cameras! Weirdly enough, those Lumix cameras, regardless of branding, sport Leica designed lenses. And, IIRC, the Leica branded ones have their firmware tweaked by the Boys from Wetzlar. Yes, the Leica rebranded Lumix cameras cost more:

Panasonic Lumix DMC-L7 = $499.00 (B&H); Leica D-Lux 6 = $799 (B&H); Markup = 60%

but not what Hasselblad is planning:

Sony NEX-7 Body Only = $1,198 (B&H); Hasselblad Lunar Body Only = $6504.99 (Estimated); Markup = 543%

Leica’s high-end cameras (M & S Systems) are all built in Germany and are made by Leica to their ridiculously high standards. Lenses are hand made and hand tuned. Camera bodies are solid metal designs and both the new M & S bodies are weather sealed. A lot of effort goes into the construction of their cameras, hence their prices ($6,950 & $21,950 respectively) and their lenses command prices as high or higher. If I had the money, I would get myself a Leica M kit with the Grip, Visoflex EVF, and a nice set of lenses. I could not see myself spending that much on Lunar.

Images courtesy of LensRentals