Canon has a lot of exciting updates this year, and it seems it won’t stop anytime soon. After the launch of Canon EOS R1 and EOS R5 Mk II, the company has also scheduled the release of hybrid lenses on October 30. While fans are already excited, it seems Canon is also receiving positive reviews from users. In a new interview with the French publication Photo Trends, Claire-Anne Devillard, Marketing Director of Canon France, shares insights into the company’s direction, cameras, and lenses. Read more to find out.
Canon at The Olympics
We did hear that new Canon cameras and lenses were being tested at The Olympics. And it turns out the Canon EOS R1 and Canon EOS R5 Mk II had positive feedback, “especially on the autofocus side, but also on the burst customization on the EOS R1.” The cameras’ action priority mode was well-received, and Claire-Anne Devillard notes that such events allow for specific feedback.
As it turns out, Canon did release a firmware for EOS R5 Mk II, soon after the Olympics. While the updates were largely video-related, it appeared as if photographers had been brushed aside. Perhaps, the camera performed really well in the stills domain, but that can’t be determined until we test the gear.
Canon Sold 95,000 Hybrid Kits
Talking numbers is where things get interesting. Claire-Anne Devillard reveals that Canon EOS 50 has been “is the best-selling camera on the market from January to August 2024.” Furthermore, the top 10 selling camera list also largely features Canon products, which has been true. In our report on camera sales, Sony and Canon have been playing tug of war, with both companies having many products in each list.
But that is not all; the Marketing Director also spills beans on APS-C and SLR numbers. “Generally speaking, APS-C cameras work very well at Canon. What we knew how to do with SLRs, we knew how to do for mirrorless cameras,” she says. It’s also why the EOS R5 Mark II, which was announced in August, had already hit number 1 in sales value by the end of the month.
So far, Canon has sold 95,000 hybrid boxes over the last 12 months, and Claire-Anne adds that the company should “reach 100,000 units sold by the end of this year.” Like the cameras, about 120,000 units of lenses have also been sold, as per Claire-Anne, with a total estimate of about 107 million euros. “And we are clearly the leaders in this market since we have a 29.4% market share from January to August 2024, double the number 2. Since the launch of the EOS R system in 2018, we have already launched 42 lenses in 6 years. And we will continue this momentum strongly,” she adds.
SLR is Declining But Not Dying
The debate about SLR vs. mirrorless is as old as the technology. While we consistently saw a large number of SLRs still being sold, the demand for hybrid cameras is still low. “Last year, fewer than 30,000 units were sold—compared to the 100,000 hybrids sold, all brands combined,” Claire-Anne states. In any case, the transition from SLR to hybrid is largely done.”
Canon’s numbers show that the company still sells DSLRs, and because of that, it continues to be at the top of the market sales. However, its mirrorless lineup is unable to compete with Sony, which, per the CIPA, still rules the mirrorless market sales. So, as long as there is demand, Canon will continue to support.
From its looks, it seems pretty clear that Canon is banking on the victor of the EOS R1 and EOS R5 Mk II. However, how people respond to it remains to be seen. Although there are some poor responses, Claire-Anne says that “the market figures that will re-establish the truth,” which is significant to Canon. There is also Canon’s focus on hybrid cameras and lenses more than pure photography gear, which could also help us see the direction they are likely to take.
In any case, Canon seems pretty confident about its performance. We’d have to wait and see whether the market delivers their expectations.