The debate about the best cameras and lenses is as old as time. With each new sales report, we determine which cameras or lenses have been winning the trust of consumers and how this data can help the companies evolve further. A new report by the BCN+ Ranking reveals how one company is overtaking the rest with a beginner-level camera targeted at hybrid users. What exactly do we mean? We will explain it to you in a minute.
According to BCN+ Ranking, Fujifilm has made a significant development in the the mirrorless interchangeable-lens camera market. For the first time since August 2012, Fujifilm has come in the top three in the sales ranking, which have been collated from actual sales data from electronics retailers and online stores in Japan.
This ranking is thanks to Fujifilm XM5‘s strong performance, which has been gaining traction since its release in 2024. The camera has become a major contributor to Fujifilm’s overall sales and also helped the company achieve a 15.9% share, which is an increase of 4.6% from December 2024’s records. Moreover, Fujifilm has also managed to push Nikon further down the table. Here is a look at the ranking.
| Manufacturer | Series | BCN Ranking December 2024 | BCN Ranking January 2025 |
| Canon | EOS R50 | 2 | 1 |
| Sony | VLOGCAM ZV-E10 II | 1 | 2 |
| Fujifilm | X-M5 | 5 | 3 |
| Sony | VLOGCAM ZV-E10 | 3 | 4 |
| Sony | α6400 | 8 | 5 |
| Canon | EOS R10 | 4 | 6 |
| Olympus | PEN E-P7 | 13 | 7 |
| Nikon | Z fc | 7 | 8 |
| Sony | α7C II | 10 | 9 |
| Panasonic | LUMIX G100D | 9 | 10 |
As usual, Sony has been seeing positive results, with the company often being in the top leagues. The same goes for Canon. Since this is the third time Sony has been performing well, they have 29.7% shares based on sales. Canon is close behind with a 26.3% share. In that regard, Fujifilm pushing Nikon and coming in at 15.9% is quite huge, as the company often has faced production and shipment issues due to a smaller imaging department and limited resources. In fact, with new cameras that are set to launch this year, Fujifilm may increase its share further.
It is rather surprising to see Nikon Z fc on the list, as it is one of the poorer cameras in the company’s range. Yet, its success this time only proves that the demand for retro cameras with better technical specs, and definitely, the sales could be a result of its hybrid capabilities rather than its performance alone. The Sony ZV-E10 II’s performance is an example of that.
While Nikon launched the Z50 II in November 2024, a month after the Fujifilm XM5, the latter managed to surpass the former, which proves that Fujifilm is doing better. Perhaps their success with X100VI and the effective marketing are helping to drive up sales. Or, it could be that the XM5’s select features, such as the vertical shooting mode and film simulations, are making it a steal-worthy deal.
However, this goes to prove that Fujifilm is evolving as a brand. They have cracked the code to get a device that will stir the hearts of the younger generation, something that Nikon has not entirely been able to achieve. In addition, these sales could also reflect positively on the upcoming Fujifilm launches, especially the rumors that state the company is creating state-of-the-art devices now. Perhaps, with this new success, the company may capitalize on its production and get better opportunities to increase investment in its research and development departments. This is just wishful thinking, but it’s nice to see Fujifilm make an impression in a market that is largely dominated by a few.