Nikon President Mr. Kazuo Ushida Confirms New Mirrorless Camera!

Nikon President Mr. Kazuo Ushida Confirms New Mirrorless Camera!

With their 100th anniversary looming large Nikon are once again providing an insight into the direction the company’s camera division will in the near future. Nikon President Mr. Kazuo Ushida, in a recent interview in Japanese newspaper Nikkan Kogyo  has appeared to confirm that the firm are working on a new mirrorless camera aimed at a generation who ‘grew up on smart phones’. This is surely the same camera mentioned by Nikon France President Benoit Dieuleveult in a recent interview who stated that Nikon were ‘working on a small camera to compete with smartphones’.

Here is an excerpt from the interview with Mr. Ushida:

“Structural reform does not exclude all possibilities. In terms of product, you should also compete with medium and high-end SLR single lens reflexes. While targeting genre top, earn profits even if sales falls. With generations grew up on smart phones I will give out a “Nikonashii” mirrorless camera that made a difference to other companies in terms of performance. I want to overwhelm the performance of the lens by making use of industrial lens technology, but also need playfulness”

We will be keeping our eyes peeled for more news on this story as we are intrigued as to what this new mirrorless camera will actually be; is it a toy for the smartphone generation, or a serious mirrorless proposition? I’m hoping for the latter, sadly I’m not confident though. Canon are killing it right now, come on Nikon, It’s your turn!


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