{"id":73302,"date":"2016-04-07T19:27:04","date_gmt":"2016-04-07T18:27:04","guid":{"rendered":"http:\/\/amateurphotographer.co.uk\/?p=73302"},"modified":"2016-04-12T10:57:45","modified_gmt":"2016-04-12T09:57:45","slug":"hasselblad-sells-last-lunar-csc-camera-strategy-right-time-says-ceo","status":"publish","type":"post","link":"https:\/\/other.kelsey.host\/amateurphotographer\/latest\/photo-news\/hasselblad-sells-last-lunar-csc-camera-strategy-right-time-says-ceo\/","title":{"rendered":"Hasselblad sells its last Lunar CSC, but camera strategy was right at time, says CEO (update)"},"content":{"rendered":"

But the CSC that was developed in a tie-up with Sony and codenamed \u2018Pink\u2019<\/a>, has been officially axed, less than four years after its publicity-fuelled debut at the Photokina camera fest in Cologne, Germany.<\/p>\n

Despite being consigned to photographic history, new Hasselblad CEO Perry Oosting was today keen to state that, at the time, the Lunar strategy was a just one.<\/p>\n

In an interview in London, Oosting also confirmed what everybody knew – that the Lunar has been discontinued.<\/p>\n

Oosting told Amateur Photographer<\/em>: \u2018Last year we sold the last ones. Everything is sold … and there is nothing planned.\u2019<\/p>\n

But he added: \u2018[In] those days \u2026 it was the right strategy to [develop] a wider segmentation audience for Hasselblad. It was absolutely the right thing to do.\u2019<\/p>\n

Launched into the market in 2013, the Hasselblad Lunar camera didn\u2019t come cheap. It cost \u00a35,280, which included an 18-55mm lens.<\/p>\n

In a wide-ranging interview \u2013 at a launch event for the new Hasselblad H6D<\/a> medium-format camera \u2013 Oosting was asked what was wrong with the Lunar. He replied: \u2018There was nothing wrong with the Lunar camera, or with the Stellar [a compact camera launched in 2013]. These were great cameras. The thing is, we see the value proposition that we will deliver going forward as different.\u2019<\/p>\n

\"Perry-Oosting[1]\"Hasselblad CEO Perry Oosting <\/em>[Photo credit: Andy Westlake]<\/p>\n

Despite the Lunar\u2019s unceremonious demise, the current CEO was loathe to blame previous incumbents for the project.<\/p>\n

\u2018Please, I don\u2019t want to be the one [saying] \u201clook what they did, and so on\u201d, so please do not write that \u2026 I want to be respectful \u2013 it was a different time, a different approach. It is always easy to say [things] in hindsight. You have many CEOs joining a company, and you know what is the first thing they do? Blame the other guy from the past.<\/p>\n

\u2018No, we need to look at the future. We need to build on the foundation we have.\u2019<\/p>\n

The Swedish medium-format giant still has plans to open up its professional-dominated market to a wider audience, though Oosting was reluctant to divulge details of future products.<\/p>\n

Oosting would only say that Hasselblad\u2019s next move will be \u2018from professional to the prosumer\u2019.<\/p>\n

He added: \u2018That\u2019s the arena we see as a next step. What it is, when that is, I will not say… and the reason is very simple: Let us now deliver this product [the H6D].<\/p>\n

\u2018Let us under-promise and over-deliver, instead of over-promise and under-deliver.\u2019<\/p>\n

One thing is clear, Oosting does not see Hasselblad as a \u2018luxury\u2019 brand, telling AP that he has absolutely no intention of churning out \u2018bling cameras\u2019.<\/p>\n

UPDATE: READ MORE FROM THE INTERVIEW WITH PERRY OOSTING HERE<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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