Hasselblad Lunar Mirrorless Camera

One of the most interesting stories to come out of this year's Photokina show concerns the joint venture between Hasselblad and Sony. Back in the late sixties when I first got started in photography Hasselblad was the accepted King of medium format cameras and their cost reflected it. They mad a premium product and charged a premium price. I would have loved to have owned a complete system but that would have been several years pay for me!

Here's information on the new Hasselblad Lunar:

Swedish medium format camera company, Hasselblad, has released a new mirrorless ILC with an APS-C sensor that has a lot in common with Sony's Alpha NEX-7. The reason for this: The Hasselblad Lunar camera was developed together with the Japanese electronics company.
 
Inside this very aggressive-looking--and admittedly bulky--camera is a 24.3-megapixel sensor, a 2,359k-dot OLED electronic viewfinder, the TriNavi control system as well as Sony's Bionz image processor, specifications that are also found in the NEX-7. Even the user interface has an identical color scheme and appearance, although we noticed that the main menu was laid out a little differently. The Lunar prototypes that were on display also had familiar-looking 18-55mm zoom lenses attached. Needless to say, this "little-Hassy" will be compatible with E-mount and A-mount lenses, though the latter requires an adapter.
The camera is expected to be available early-2013 and standard models should retail at 5,000 euros (US$6,520). Of course, as a luxury product, it will also come with a choice of more expensive materials for the handgrip such as titanium and carbon fiber. However, we're sure that many NEX camera owners are hoping that this partnership between Sony and Hasselblad could lead to even better E-mount lenses. We have our fingers crossed.