Hasselblad Announces New Products,Technology and Directions

At photokina 2008, Hasselblad introduced a new pricing strategy and exhibiting a range of new high-end products, including a new flagship camera, the H3DII-50, a versatile zoom lens in the HCD 4.0-5.6/35-90mm, and the HTS 1.5 Tilt and Shift adapter.


Two new Hasselblad cameras put the world’s largest sensors into the hands of the pros
Hasselblad’s new H3DII-50 is the first camera on the market to feature Kodak’s 50 megapixel sensor, measuring 36×48mm and twice the physical size of the largest 35mm DSLR sensors. The H3DII-50 provides full 48mm coverage and has been designed to provide an ideal solution for commercial shooters, who demand the highest image resolution, and for any photographer who demands both creative flexibility and ultimate image quality.

Hasselblad HC/HCD lens line expands its leading market position
Hasselblad is also launching a new versatile zoom lens, the HCD 4.0-5.6/35-90mm, to join its expanding HC/HCD lens line. The HC/HCD lenses equal or outperform even the legendary Hasselblad/Zeiss lenses, including the iconic CF 3.5/100mm and CF 5.6/250mm SA, considered by most experts to be the finest lenses ever made for professional photographers.

New HTS 1.5 Tilt and Shift Adapter brings new control and creative possibilities
A revolutionary new tilt and shift adapter, the Hasselblad HTS 1.5, is also joining the Hasselblad line-up. The HTS 1.5 allows photographers to use tilt and shift functionality with most of their existing or new HC/HCD lenses.

Revitalizing the medium format industry
Following the launch of the H3D camera line at the last photokina, Hasselblad has continued to drive the medium format industry towards a more integrated and complete camera solution.

Hasselblad launches a new price model for all digital products
“Hasselblad’s success with our classic film based cameras was partly due to pricing true professional products at a level that was high, but still affordable, for both serious pros and enthusiasts,” explains Poulsen. “In these early days of large sensor DSLRs, our initial high pricing has been one of the main barriers to entry, keeping many high-end 35mm photographers from making the leap to the superior quality of a Hasselblad system.”

Christian Poulsen, CEO of Hasselblad

Read full press release at Hasselblad website.