Hasselblad Announces The Sony A99 Robocop Edition (Really, But Not Really)


There have been rumors going around about Hasselblad rebranding the Sony A99 since last year’s CES. And now it appears that they’re totally true. Petapixel is reporting that the company has badged the camera as the Hasselblad HV–and that it has an exterior coating that is said to be only second to diamonds. All this and they decided to slap an $11,500 price tag on it.

Since it is more or less a glorified A99 camera, it is Sony A mount and that means that it can take all of the glass for said mount. The best part from the press release is where the CEO states,

“There are growing numbers of very keen and often extremely talented amateur photographers and photo-enthusiasts all over the world that are willing to invest in the kind of high performance capture products that elite professionals enjoy.”

In this economy? Really? Granted, the camera comes with Sony’s 24-70mm f2.8 lens, which we really are smitten for. But at that price tag, I’d need to have not bet on the Broncos during last night’s Super Bowl.

More images are after the jump. But you probably don’t care anyway. So instead, check out our Sony A99 review. We tested it with the old 50mm f1.4, 85mm f1.4, and 135mm f1.8. Plus we’ve got a review of the newer 50mm f1.4.

Hasselblad-HV_front_w Hasselblad-HV_rear_w Hasselblad-HV_side_w Hasselblad-HV_top_w


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Chris Gampat

Chris Gampat is the Editor in Chief, Founder, and Publisher of the Phoblographer. He also likes pizza.