Hasselblad Stays the Course on Sony Rebrands, Releases "Hasselblad HV"

Hasselblad Stays the Course on Sony Rebrands, Releases "Hasselblad HV"

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."

Fstoppers Hasselblad-HV_front_w

Fstoppers Hasselblad-HV_rear_w

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Fstoppers Hasselblad-HV_top_w

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.

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20 Comments

Roman France's picture

This is criminal. I really hope these things aren't selling. They keep bringing "new" ones out so something must be working. There must be data on their end that's pushing them to continue this trend. Hasselblad is losing respect from members of the community.

Jaron Schneider's picture

Even if they aren't selling, which they probably are in Japan, Hasselblad likely signed a multi-camera deal with Sony and will produce cameras until at least the contract specified point... whatever that is.

Only Leica can pull this off.

No, not even them.

Andrew Chavis's picture

Make a Green Lantern DSLR camera and I'm there...

Sean Shimmel's picture

Simply stated, I would actually be embarrassed to shoot with it.

This is great for sony on so many levels. It shows the a99 as great value, they (Sony) are selling off left over stock of cameras no longer in production and helps sell lenses too.

One question and a comment. First the comment. If I was to pay for this camera body, which I am not going to do, I would not wan the lenses to say "Sony." Now the question, did Hasselblad, at least, tweak the firmware to get a better image file than what I understand the Sony delivers?

Put gaffer tape on Sony logos and only keep Zeiss ones.

SMH intensively

mmm, I'm confused... is Hasselblad a Chinese knock-off company? Although this model looks better than the first monster, and it could look just much better if it were just totally black.
I have no money to buy it, although I could buy an A99 and cover it with fake gold.

Hasselblad is popular because it's medium format. If you take that away, nobody cares enough to pay 3 times as much Nikon, Canon, or Sony.

1. This is a gorgeous re skin! Really well done and would probably be well loved for a 200$ increase above the base model. This pricing is outright insulting.
2. At least this has put the a99 on my radar! I was unaware of it until now.

It's ridiculously over priced, but it's not five times the price of the Sony A99. The HV is sold as a kit with the 24-70 Zeiss lens, two batteries and a case that looks like it was made by Pelican or one of their competitors. All together that would be about £3500 on Amazon UK (€4230) vs €8500.

it looks like a sony camera with an underwater case :)

But seriously this "new" and 'stylish" design reminds me of this one:

so... i can have this new hassy, or buy a canon 1dx and pocket the $1500 that would be left over? let me flip a coin

Hassy should just stay put in their MF lineup and avoid the saturated 35mm format.

“Hasselblad HV”
Horrendous Vision. These guys have no shame.