It appears Hasselblad isn’t finished with Sony rebrands, meet the Hasselblad Lusso

by Gannon Burgett

posted Monday, June 15, 2015 at 11:54 AM EDT

Hasselblad receives plenty of criticism for its luxury Sony rebrands. But it appears the Swedish camera manufacturer is unfazed by the peanut gallery.

This week, photos of a new luxury camera, the Hasselblad Lusso, have been released. From a quick look at the specs, it’s safe to say this is very likely a Hasselblad rebrand of Sony’s a7R, whose successor was announced late last week.

Hasselblad’s China website has already put up a microsite for the camera. On it, Hasseblad teases a single image of the Lusso with a7R specs and mention that the wood-adorned camera would come bundled with a 28–70mm f/3.5–5.6 lens.

Additional images of the Lusso and its packaging have been posted to Chinese tech site Chiphell. In the images, you can see Hasselblad has altered the physical appearance of the a7R with larger dials, Hasselblad-specific nameplates and branding, and a luxurious box that includes individual drawers and compartments for the camera, bundled lens, camera strap and other accessories.

As explained by PetaPixel, the ‘Hasselblad Tax’ on its past luxury rebrands hint that the Lusso will come in between $10–15k. An official release is in the near future, but a specific date is not yet known.

(via PetaPixel via PhotoRumors)