Hasselblad, Stop Living In the Past and Worry More About the Future

Hasselblad, a once innovative company, has been left behind by almost everyone.

The name Hasselblad resonates with force throughout the Photography community. Rightfully so. The company is steeped in heritage and lore. Their cameras were so good at one point that NASA decided their cameras should be used in space. In fact, their 501 EL made it to the moon. This thrust the Swedish company into the limelight, and the rest, as they say, is history. For years Hasselblad was one of the top camera and lens makers. Seen by many as the ultimate craftsmen, photographers paid top dollar for Hasselblad gear. Step forward to 2021, and Hasselblad still has a mighty reputation. Their cameras and lenses are still meticulously crafted. However, in terms of performance, they’re a shadow of their former selves. Fujifilm has shaken up the Medium Format market so much that Hasselblad has been in a tailspin. Let’s talk about what they need to do to course correct.

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Hasselblad’s 45mm XCD 4/45P is Ultra Light and Costs Just $1,099

Hasselblad XCD 4/45p

According to Hasselblad, the XCD 4/45P is the lightest digital Medium Format lens in the world.

If you’re the proud owner of a Hasselblad X1D or X1D II and you have been waiting for a small, lightweight lens that can be used while you’re out and about, your wait is over. Hasselblad has just announced that their new 45mm XCD 4/45P is not only super affordable but also claims that it is the lightest digital Medium Format lens (cue dramatic voice-over) ‘in the world!’ Join us after the break for all of the juicy information on this 45mm f4 lens.

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Review: The Hasselblad X1D II (A Beautiful, But Very Frustrating Camera)

The Hasselblad X1D II is the equivalent of a gorgeously styled, magnificently built grand touring car with lackluster performance under the hood.

Hasselblad has been synonymous with creating exquisite, top of the line cameras for many years. They have built a reputation on providing cameras with the very best build quality and image quality that is hard to beat. A lot has changed over the years, and the company now faces stiff competition from other players in the market. The Hasselblad X1D II is the latest version of their more affordable Medium Format camera, and they claim that performance has been significantly improved compared to the first X1D. Are the improvements enough to make the X1D II the camera to choose in the more affordable Medium Format segment? Find out in our full review. Continue reading…