Fujifilm Explains Why The X100VI Is Still Out of Stock

Fujifilm is currently managing incredible demand for its X100 series of cameras. Despite the latest X100VI only being released a couple of months ago, the backlog has already grown to immense proportions. In our latest video, we speak to Fujifilm to see why this is the case.

During the photography event this year at the NEC in Birmingham, we had a chance to speak with Andreas Georghiades, who is the head of marketing at Fujifilm. We discussed some of the things that make the Fujifilm X100VI camera so popular.

Among the many reasons, Georghiades discussed how the compact nature of the camera and the film simulations essentially make it the perfect choice for many. Even professional photographers that shoot with different brands can purchase an X100 series camera without needing to invest in a whole new lens mount system.

Another seemingly unintentional benefit the X100 series of cameras has is that it bridges the gap between Instax cameras/printers and more professional systems. With Instax cameras predominantly being targeted at the younger generation, the X100 camera ends up being a great step up for many young people. This bridging of the gap, social media, and the fact that the camera has become a cultural icon has created demand that has been difficult for Fujifilm to keep up with.

Georghiades went on to discuss how they have increased production to 15,000 units. However, rumors suggest that the current backlog is more than 500,000 units. If this is true, it could take up to 3 years before the current backlog is cleared, and by then we might even have the X100VII launched.

The biggest problem that Fujifilm faces is the fact that it's difficult to gauge how much they should increase production by. If they increase production too sharply and the demand falls, then it ends up becoming a costly mistake. Due to this, it may end up being smarter to have consistent demand instead of trying to fulfill all orders.

This lack of supply also creates a "Cartmanland" type effect where people who don't have the camera want it even more because of how often it appears on social media. Ultimately, this is a good problem for Fujifilm to have, even if it's not a great experience for many of its customers.

Check out the video linked above to see the full interview with Fujifilm.

Usman Dawood's picture

Usman Dawood is a professional architectural photographer based in the UK.

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1 Comment

If they'd quit messing around trying to compete with full frame at sports, wildlife, and video while doing nothing to improve on their okay for 2019 AF, and invested more resources into the niche they actually dominate (aps-c auto focus Leica alternatives) they'd be able to keep up with demand better. Instead we have 2 full frame sized X-H variants and a third mini variant in the form of an X-S20.

Just go back to old design philosophy and give the people what they want — and that's not worse versions of the Sony a7 with a crop sensor.