Weekend Humor: Hasselblad Quits the Camera Game After Sigma Introduces the Quattro Series

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Weekend Humor isn’t meant to be taken seriously. So don’t, ya rube.

Earlier this week, Sigma announced its new semi-futuristic Quattro series of cameras: the DP1, DP2 and DP3. With new innards and a completely redesigned exterior, the Quattro cameras have left everybody scratching their heads. The design suggests that this is what a camera would look like had it been made on another planet, and Hasselblad is penning its farewell.

Hasselblad’s traditionally a medium format heavyweight, but a couple of awkward spells led to some astronomically-inspired Sony adaptations that left all of us scratching our heads for different reasons than the Quattro series. No one was quite sure who the cameras were for, much less what the designers were thinking (or drinking).

“We were just trying to make something cool,” said Hasselblad CTO Jon Stevenson over the phone. “All of our medium format cameras look the same! We’ve been using the same design for ages. The one designer we have took one technical drawing class in high school.”

Like Leica remixing Panasonic’s cameras, Hasselblad’s been remixing Sony cameras and tacking on an astronomical price tag. Sigma’s new cameras have shifted the balance of weird away from Hasselblad. The DP1, DP2 and DP3 all feature a thin black profile with a grip that extends behind the camera, something that took Hasselblad completely by surprise.

“Once we got word of the Quattro cameras, the decision to stop altogether was natural and unanimous,” said Stevenson. “We can’t compete. We just can’t compete. Look at those things!”

Hasselblad’s donating the rest of its stock to NASA for use in the construction of its next line of spaceships.

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