Hasselblad must be feeling like that lonely astronaut floating in outer space today. Its surprise announcement of its first mirrorless camera, the
NEX-7 Lunar, was received with something akin to derision — not quite the welcome it anticipated. The Lunar is based on the Sony NEX-7 and looks like the camera has added a wooden handgrip and a couple of funky knobs.
Hasselblad also announced a “strategic partnership” with Sony, then backtracked to say that it’s only “buying components from Sony.” Notwithstanding, the Lunar will take its guts from Sony’s NEX-7 with an APS-C 24.3-megapixel sensor, Bionz processor, Tru-Finder OLED viewfinder, and 3.0-in. swivel display. The Sony NEX-7 is an award-winning mirrorless DSLR and its selection by famed medium format camera maker Hasselblad tells volume about the heights Sony has reached in terms of camera design and manufacturing.
According to Luca Alessandrini, Hasselblad’s new business development manager, you will want the Lunar because it is made of “carbon fiber, titanium, wood, leather and precious metals, including gold.” For all that glitter, be prepared to shell out €5000 (approx. US $6,500), starting price. The price goes up if you order a special handgrip and decide to add on jewels and precious metals. This is the aspect most people seem to be upset about the Lunar, not necessarily that it is based on the NEX-7, but the bling that does not add to making it a better camera. Many are calling for Hasselblad to return to its root as a great camera designer and manufacturer.
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