Well despite the CMOS back announcement last month, Hasselblad hasn't done much in the ways of innovating (and it can be argued they haven't really done anything yet since the back was only announced, but no specs or information on it has been released). That didn't change yesterday when they announced the Hasselblad HV, a rebranded and reskinned Sony a99 that will retail for €8500.
I don't normally post quotes in press releases, but I want you all to hear what CEO Ian Rawcliffe actually has said about the camera, spinning it as an amazing new product full of glitz, glam and oozing style:
"The new HV is the latest model in our rapidly expanding portfolio of consumer cameras that seamlessly blend beauty and chic with performance. This camera is aimed squarely at people who don't just love taking pictures - but love taking them in real style. And the HV doesn't just look good; it feels good to hold too. We maintained a sharp focus on ergonomics and we used only premium materials like titanium, high-grade aluminium and latest 'tough as nails' PVD coatings.
"There are growing numbers of very keen and often extremely talented amateur photographers and photo-enthusiasts all over the world that are willing to invest in the kind of high performance capture products that elite professionals enjoy. Our brand new HV DSLR will completely satisfy all those who wish to not only treat themselves to an exclusive photo-icon but also revel in crafting exceptional pictures and video with an exceptional camera."
The specifications of this camera are not different from the Sony a99 at all (I guess except for the styling), and the retail price is
around five timesa heck of a lot more than the price of the Sony.
Meanwhile, sources state that Sony did indeed laugh all the way to the bank.