Why Is Leica Selling Twice as Many Q Cameras Than Their Legendary M Rangefinders?

Leica is famous for its fully manual rangefinder cameras that are based on technology first introduced in 1954. In recent years there’s been what appears to be a huge surge of interest, particularly from younger YouTubers and influencers, all using rangefinders and gushing about them on social media. Some have a digital M, some have a film M, and a large number actually own both. Therefore, one would think that this antiquated system is in huge demand. YouTubers are waxing lyrical about Leica M cameras being “the” camera to own, particularly if street and travel photography is your main interest, and you want a bit of street cred. But all is not what it seems.

This week Leica’s VP of global marketing and communications, Andrea Pacella, shared what to many was some very surprising news in an interview with Digital Camera World. He confirmed the fixed-lens Q series sells “twice as much, or even more, than the entire M system.” This means the Leica most people now buy is an autofocus compact, not the manual-focus icon the brand was built on. Leica also says it sells every Q it can make.

The Cost of Entry to the M System Is Much Lower Than It Used to Be

Before we discuss the Q series, allow me to share one thing I’ve noticed, which I believe is part of the lack of new M camera and lens sales. We now have so many third-party M-mount lenses entering the market, and more new brands making classic Leica replicas are popping up seemingly on a monthly basis. They cost a fraction of what one would pay for a genuine Leica equivalent.

There is undoubtedly a huge and growing interest in the M system from those who can’t afford to simply buy a new M camera and Leica M lenses. These people aren’t buying a new M, they’re going onto platforms like Facebook Marketplace and buying a 17-year-old M9 or 14-year-old M240. Prices are lower than in previous years, because all the original owners of the earlier models have now sold them to buy the latest models. There’s a big selection of used older M cameras to choose from now.

Paired with a third-party M lens, you can now be part of the desirable Leica tribe for the cost of a new mid-range mirrorless camera kit. You only need to spend as little as $3,000, instead of going the new M camera and lens route, which will cost in excess of $20,000 if you’re pairing a new M11-P with a couple of current Leica primes.

While the legendary M rangefinder remains the symbolic heart of the brand, the Q series is outselling it for many practical reasons. And probably cost has something to do with it too.

M System Versus Q System Costs

I was talking to a long-term M user recently—a friend of mine—who told me he ditched his M system and moved to buying a Q3 and Q3 43 as his travel/everyday kit, because it was much cheaper than buying a new M11 and a couple of equivalent lenses. He also mentioned the convenience of autofocusing when the situation warranted it. After I heard this, I had to look at the numbers.

• A Q3 with 28mm f/1.7 ASPH Summilux costs $7,350
• A Q3 43 with 43mm f/2 APO-Summicron costs $7,950
• Total $15,300
• A new M11-P costs $10,400
• A 28mm f/1.4 ASPH Summilux-M costs $8,555
• A 50mm f/2 APO-Summicron-M (there is no 43mm version) costs $9,945
• Total spend is $28,900

That’s $13,600 in savings going the Q route. That’s a lot of savings!

Another bonus is no GAS. Once you have your Q, you can’t be distracted with thinking about Gear Acquisition Syndrome if a new lens comes out. You’ve got what you’ve got, and you get on and use it. With an M system, that’s not the case!

The Main Reason Q Outsells M Is Practical, Not Emotional

An M camera is as basic and traditional as a camera can get. A purist’s camera. Leica says “It allows creatives to seize the magic of the moment, unhindered by the distractions of technical complexity. Manual control elements and iconic design foster a focused, conscious creative process.”

The marketing is geared towards nostalgia and brand legacy. I’m convinced many photographers buying an M in 2026 are making an emotional decision, not a practical one. Am I guessing here? No. I’ve owned a Q2 for a few years now, and recently bought a digital M (M10). Buying it makes no practical sense, if I’m honest. Holding and operating an M is a wonderful experience, it oozes quality and feels good to be using something whose ancestor was born in 1954, with earlier iterations having been used by the masters of the craft.

But using a Q feels just as good and reassuring, with the bonus of features that make your photography much more practical.

Autofocus

The Q series features fast, modern autofocus which makes nailing a photo that’s in focus much easier. It really shines when you’re shooting wide open. Try capturing a child running at f/1.4 on an M11.

Image Stabilization

You can shoot handheld in low light without a tripod. Very convenient for travel photography. Try getting a photo of a sharp subject with movement all around, with an M handheld.

Weather Sealed

A Q2 or Q3 has an IP52 rating, which means the body is protected against dust and against dripping water at up to a 15-degree tilt. That’s not a rating for a downpour, but it does mean a bit of drizzle or a dusty street won’t end your day. Something that is very unwise to risk with an M. This translates to getting shots which you wouldn’t otherwise be able to capture with an M.

EVF/WYSIWYG

An electronic viewfinder shows you exactly what you’re going to get in the frame, and what the exposure and depth of field will look like before you press the shutter. An EVF allows you to have things like the histogram displayed for maximum control.

Another huge bonus with the Q’s EVF is focus assist when using the camera in manual focus. This is the main reason I prefer grabbing my Q2 over my M10 when shooting with a shallow depth of field.

Macro

All Q models have a macro setting, with a simple twist of the macro ring on the lens barrel. Most M lenses only allow you to shoot as close as 0.7 m (2.3 feet). A Q3 in macro mode allows you to shoot at 17 cm (6.7 inches), and the Q3 43 is 27 cm (10.6 inches).

Video

The Q series all have video capabilities, up to 8K on the Q3—but who buys a Leica for video?

Conclusion

Having said all that, I don’t regret buying an M. I love it. I’d buy another—maybe the M EV1. I think the bottom line is the M system is a fabulous choice for things like street photography when you’re using zone focus and f/11, or you’re strolling around taking your time, shooting inanimate scenes. That’s what I do, but I realize most photographers want to shoot anything and everything—family, pets, activities, travel—and want to do it with as little fuss as possible, in a compact, easy-to-use form factor. If that’s you, The Well-Rounded Photographer: 8 Instructors Teach 8 Genres of Photography covers the ground a one-camera kit has to handle.

In a marketplace where “point-and-shoot” compact cameras are growing in popularity, the Q system does this better than any other camera I can think of.

As an owner of both systems, it comes as no surprise to me that Leica is selling twice as many Q cameras as their legendary M rangefinders, as Pacella told Digital Camera World. Practicality is overshadowing emotion and nostalgia. And for many, cost.

I have to wonder how things may change at Leica over the next few years. A Q camera offers so much, with the only limitation being a fixed focal length. The M cameras are a pure joy to use yet have so many limitations compared to modern mirrorless cameras.

I believe the answer is the development of M EV1. It only solves one of the four things above—the viewfinder—and you still get no autofocus, no stabilized body, no sealing, and no macro. But it’s the first M that borrows from the Q instead of resisting it, and that direction is the one I’d like to see Leica keep taking. But what do you think?