Optimized production techniques and increased purchasing power enable more affordable entry point into the Hasselblad system.

“Hasselblad’s commitment to Medium Format DSLR cameras, and to our H system platform, has now enabled us to lower the price barrier that may have kept some photographers from acquiring a true high-end DSLR camera,” explains Christian Poulsen, Chief Executive Officer of Hasselblad. “We have already succeeded in producing the most comprehensive camera system in our industry. Now we can offer discerning photographers a superior quality alternative to 35 mm solutions, and all the benefits of our larger sensors and lenses.”

In 2004 Hasselblad initiated a focused strategy on producing the world’s most advanced digital cameras, bringing true DSLR functionality to the Medium Format segment. With the Hasselblad H3DII, the company is now in its fourth generation of Medium Format DSLRs. Improved production techniques have already provided benefit to consumers in the form of increased product quality and reliability, and now photographers will also benefit from a new, lower price.

Poulsen says, “Over the past four years we have optimized both our production and purchasing processes, which has resulted in increased purchasing power and lower production costs. We are happy to announce that these cost reductions have allowed us to offer the popular Hasselblad H3DII-31 at a new lower price point. We now offer the H3DII-31 kit, featuring the HC80mm lens, at the new price of $17,995.

Based on the same technical foundation as the other H-system cameras and using the same superior HC/HCD lens program, the H3DII-31 provides a serious but affordable Medium Format alternative to high-end 35mm users or any other demanding DSLR user that wants or needs to stand out from the crowd.

Poulsen continues, “We are kicking off the new pricing with a special summer campaign. Hasselblad’s tradition has always been one of innovation, advance, unflagging dedication to quality, as well as a true passion for photography. Simply put, Hasselblad never settles for good enough and now, with this lower price, fewer photographers will have to do so in the future”.

About the Hasselblad H3DII-31
The H3DII-31 combines the advanced digital communication and optimization of the best DSLRs with the quality and versatility of the Hasselblad system. The H3DII line represents the combination of decades of photographic expertise, a keen understanding of digital photography, and the experience gained from developing the world's most advanced camera system. Like all H System cameras, the H3DII offers full access to all Hasselblad lenses and technical advances, including the powerful new Phocus RAW converter software.

The H3DII-31 is now available at a price of $17,995 excluding tax.

About Hasselblad
Hasselblad A/S has developed, manufactured and delivered the very best in high-end camera systems for over 50 years.  A Scandinavian company, headquartered in Gothenburg and Copenhagen, the company employs more than 250 people, has subsidiaries in the USA, the UK, Germany and France and is represented worldwide by more than 90 distribution partners, through which it reaches every segment of the professional photographic market.  Inspired by the vision of its senior management to create the world’s best high-end DSLR cameras and to become the market leader in that sector, Hasselblad continues to pursue its founder’s philosophy of combining the most advanced technology available with a passion for photography to give professional photographers the best possible tools to capture the best possible images.

To satisfy the evolving requirements of today’s customers, Hasselblad continues to offer analogue cameras while delivering the ultimate in flexibility and digital image quality through its H3D camera line and it’s digital backs, the flagship of which is the H3DII, the world’s first high-end, DSLR camera system.  By developing the H3D’s integrated camera architecture specifically for digital users, Hasselblad is able to provide customers with the full benefits of professional medium-format digital cameras as well as the ease of use of the best 35mm DSLRs.

An iconic brand throughout the world of professional photography and probably best known for the cameras that the Apollo astronauts took to the moon, Hasselblad remains synonymous with outstanding craftsmanship and unsurpassed image quality.