After the merger of Broncolor and Hasselblad in the United States, it was only a matter of time before we saw more news on the global front from the camera giant. Hasselblad has released the announcement of a major price reduction, over 20% off in some cases in Europe.
"We’ve discounted prices on a number of models by up to 22.9% - that’s a massive 3,565 euros off the cost of a new H4D-31 (incl 35-90mm lens). And now our ultimate photography tool - the H4D-60, is down 6,200 euros to €23,900.
The time for change has come. Until now for many the idea of owning a Hasselblad has been little more than a dream. Just an aspiration.
- Now you can go as far as your dream will take you – for a lot less money.
- Now the H4D-31 (incl. 35-90mm lens) is reduced by 3,565 euros; H4D-40 unit is down by 1,000 euros; the H4D-50 by 3,000; the H4D-60 is down 6,200 euros; the H4D-50MS by 3,000; the H4D-200MS by 4,500 and the CFV-50 Digital Back by 2,000 euros.
- You can get substantial discounts on new Hasselblad H System cameras by simply trading in your old gear. And now, for the first time, you can trade in from a CF-22 and CFV-39 to a CFV-50!
- PLUS: In a separate stand-alone offer customers who buy a new Hasselblad and lens before the end of July will be eligible to purchase a second lens at just 50% of the manufacturer’s recommended sales price*."
See that asterisk at the end there? Here's the caveat to the lens deal: "Please note that this offer is only eligible, when buying an H4D camera with lens and the second Hasselblad H lens by July 31st 2012. Please note that this offer is not available on trade-in cameras or any other units and does not apply to existing camera owners."
This is a bold step, and may be a direct result of Nikon and Canon gear getting considerably better every year. With this price reduction in Europe, US natives can only hope we'll see it stateside soon. Will you be picking up a shiny new Hasselblad?