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.