Form Before Function: the Hasselblad HV is a Sony a99 with a new coat of paint


posted Monday, February 3, 2014 at 12:27 PM EST


Hasselblad has announced a new entry in its ongoing line of cameras that are rebranded Sony devices. In the fine traditions of the Lunar and the Stellar comes the Hasselblad HV, a rebranded version of the flagship Sony a99.

At least this time Hasselblad has opted to adopt one of the more widely praised and resoundingly well-reviewed of Sony's cameras. The Hasselblad HV has a full-frame, 24.3-megapixel sensor, uses a-mount lenses, has 19 AF points, and has a 2,359,296-dot electronic viewfinder. In other words, it's identical to the full-frame Sony a99 in every practical way. The button layouts are even identical. Where Hasselblad has diverged slightly from Sony's design is in the two-tone design of the body, but also in what you get with it.

Hasselblad HV vs Sony a99

Unlike the Sony a99, which traditionally comes as the body only for $2800, the Hasselblad HV also packs a Carl Zeiss 24-70mm f/2.8 lens (which has a street price of around $2000). The HV also comes with two batteries, and and in a specially designed high performance camera case. Hasselblad describes the case as "made from resin called TTX01 which makes it more robust and protective against external agents yet lighter than any other case on the market. It also guarantees extra protection from dust, water, impacts, shocks and chemical agents and is able to resist extreme weather conditions and temperature changes from -40° C up to 80°C."

While nice extra features, the Hasselblad HV is available for a whopping €8500 (more than $11400)—far more than the Sony a99 and lens would cost on their own, and still significantly in excess of even with a good, hard case. However, if you're the sort of person who wants to pick up a Hasseblad HV because you loved the look and the Hasseblad logo, then we're guessing price is fairly low down your list of priorities.