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Hasselblad Continues to Devalue their Brand: Meet the Lusso

Hasselblad Continues to Devalue their Brand: Meet the Lusso

It’s fair to say that Hasselblad’s re-branded Sony cameras have been the laughing stock of the photography industry in the last few years.  With the change in CEO last year, I figured, as many did, that we would see the end of this ridiculous project.  Sadly not…meet the Lusso, a rebadged Sony A7R.

Hasselblad has an incredible heritage, and worked hard to establish themselves as a premium brand.  Every time they launch one of these cameras, EVERY photo website on the planet pokes fun at it.

Who is making these marketing decisions?? I mean seriously?  It’s embarrassing, Hasselblad.

It’s not even a rebadged Sony A7R II, it’s actually the original 2-year old A7R! No word yet on pricing, but if previous cameras are anything to go by, it’ll be about 4x the price of the A7R.

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Via chiphell.com

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