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Hasselblad Lusso coming soon as a Sony A7R remake


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Hasselblad China has leaked a new camera which is based on a Sony shooter. It is called Lusso and it consists of an A7R remake combined with a 28-70mm f/3.5-5.6 lens.

Consumers have not been too kind to Hasselblad as the company’s re-stylized Sony cameras have failed miserably. They have even labelled them as the worst shooters on the market in some polls due to their expensive price tags and poor aesthetics.

The Stellar, Lunar, and HV cameras flopped and, among other reasons, they have led to the multiple departures of the company’s CEOs in recent years. The most recent change in leadership occurred in early 2015, making everyone believe that Hasselblad will finally stop producing expensive cameras based on Sony models.

However, it seems like the Swedish manufacturer will not forgo its antics, yet. The Hasselblad Lusso has just been added to the company’s Chinese website and it consists of a rebadged Sony A7R mirrorless camera with a FE 28-70mm f/3.5-5.6 OSS lens.

hasselblad-lusso Hasselblad Lusso coming soon as a Sony A7R remake Rumors

Hasselblad Lusso is a redesigned Sony A7R featuring the same specs as its inspiration source.

Hasselblad Lusso shows up as a re-stylized Sony A7R

The style of the Hasselblad Lusso includes a wooden grip, reshaped buttons, and a new color for the buttons and the top part of the camera. Other than these, the shooter appears to be identical to the A7R, which has just been replaced by the A7R II.

Although it is found on some of the company’s regional websites, the Lusso had not been officially announced at the time of writing this article. Nevertheless, this mirrorless camera will be introduced in the near future along with a release date and a price tag.

It is worth noting that the device will most likely be expensive, just like the Stellar, Lunar, and HV. Meanwhile, Amazon is selling the A7R for about $1,900, while the A7R II will be released for about $3,200 this summer.

Hasselblad Lusso comes packed with the same specs as the A7R

For those unfamiliar with the A7R, here are some of its specs, which will be present in the Hasselblad Lusso. The mirrorless camera features a 36.4-megapixel full-frame sensor, built-in electronic viewfinder, and a 3-inch tilting LCD screen.

The Lusso will also come with a maximum ISO sensitivity of 25,600, full HD video recording, built-in WiFi and NFC, 4fps burst mode, and a maximum shutter speed of 1/8000s.

The manual of the new shooter is available on the Chinese website, where it is confirmed that the camera will sell alongside the Sony FE 28-70mm f/3.5-5.6 OSS lens, albeit it will be compatible with all FE-mount and E-mount lenses.

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