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September 26, 2008: Hasselblad has introduced a new pricing strategy and unveiled several new products at this year’s Photokina trade show in Cologne, Germany.
Two new professional cameras will put Kodak’s 50-megapixel sensor in the hands of professional photographers. Measuring 36-by-48mm and twice the physical size of the largest 35mm DSLR sensors, this new imaging chip is ideal for photographers who require very high resolution. The H3DII-50, which provides full 48mm coverage, takes its place as the flagship of the company’s H3DII line. A second new model, the H3DII-60, will be released in April 2009 and feature a 60-megapixel sensor that provides 94% full-frame, 645 coverage.
Hasselblad-H3Dii-50
The new H3DII-50, which features Kodak’s 50-megapixel sensor.
Concurrently with the camera announcements, Hasselblad has also unveiled a new zoom lens, the HCD 4.0-5.6/35-90mm, to join its expanding HC/HCD lens line. It features an advanced optical design and utilises the H System’s ability to digitally compensate for any aberrations with a new aspheric lens element. A revolutionary new tilt and shift adapter, the Hasselblad HTS 1.5, is also joining the Hasselblad line-up. The HTS 1.5 allows photographers to use tilt and shift functionality with most of their existing or new HC/HCD lenses.
Hasselblad has also announced a significant price reduction for all of its camera products. According to a company press release, this is enabled by the increased production volume of Hasselblad’s fifth generation DSLR series, combined with streamlined manufacturing costs and production synergies, and by following a long-established business model taken from the 35mm camera market. The company claims the new pricing strategy will also entail other changes in Hasselblad’s business model, so that most of the upgrade and trade-up programs of the past will become unnecessary.
The H3DII-39 (including HC 80mm lens) has a new price of ?14,995/US$21,995 (H3DII-39 Multi Shot excluding lens, ?19,995/US$30,995) and the H3DII-31 (including HC 80mm lens) a new price of ?11,995/US$17,995. All three cameras are available for immediate delivery. Priced at ?17,995/US$27,995, the H3DII-50 (excluding lens) is also available for immediate delivery and the H3DII-60, which will be priced at ?22,995/US$35,495 (excluding lens), will be available in April 2009. For more information, visit www.hasselblad.com.
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