Hasselblad working on luxury mirrorless camera using the Sony NEX e-mount
Remember the teaser for a September 18 Hasselblad announcement? It has arrived and it is quite a new development! They have announced that are developing a new 24-megapixel luxury mirrorless camera by the name of Lunar. The camera will have the Sony NEX E-mount and will share some body parts with the current NEX flagship, the NEX-7. The new Hasselblad model however will be a luxury camera, and will be priced at $6500 or 5500 euro depending on region.
Reactions to the announcement in the comments section of the dpreview announcement. I am also getting emails about its ugliness and monstrocity ;-)
Before this announcement, Hasselblad announced last week (seven days ago) a new Hasselblad H5D proper medium format camera. Perhaps they are trying to take a page from the Leica playbook and use their brand name recognition to expand in other segments of the photography market. Partnership with mass market manufacturers is typically a faster and less painful route than developing everything from scratch. You can see all the Photokina-related announcements at the giant "sky box" at the top of every main blog page.