In no way should this acquisition be viewed as positive news and current and potential HB owners should be concerned . It seems pretty clear that HB ran out of money attempting to ramp up production of the X1D . They were unable to obtain outside funding even with a large backlog of firm orders . The X1D was rushed to market over 6 months ago and clearly wasn t ready . If they had a market ready product and enough working capital to keep production going ...the right answer was to produce and sell as many as they could .
When a situation like this occurs ..a minority shareholder ...has only a few options to avoid losing most if not all of their investment . If they are to provide additional funding (for working capital) they can dictate the terms . Consider ..what is fair market value for a company on the verge of bankruptcy ...
There is little logic that DJI WANTS to infuse more cash into HB .
With that said ..they should certainly supply enough to get the X1D orders produced ....but that also assumes that the X1D orders can produce a positive cash flow .
FYI ....I have a high regard for HB and the X1D design is terrific ... was really looking forward to a energized HB competing in the MF market . This seems pretty unlikely and I hope I am proven wrong .
Unfortunately there is something true about the big troubles in Medium Format segment...
Not much orders... few, very few.
In the mass market of photography, TODAY, the MF segment have less profit than analog B/W Film...
The producers :
First of all except the "new" rising star in this segment "FUJI" that is Japanese, the other are founded in EUROPE... Denmark and Sweden are EUROPEAN... no one is made in USA.. no one is using component made in USA.
It get me laughing reading "glad I did not buy chinablad"... Sir, today is not easy find something that's china free !!
It's most easy to find items that are USA free, especially in the photography field...
Now, in the real world, best optic components come from, Japan, Korea, China, Malaysia, the two European brand are HASSELBLAD and P1, both have little asset with circa 200 employees each in total (if not less), both are little atelier like tiny watch maker, they produce very little volumes, in very little factory.
The product is made of mixed technology, piece are are almost assembled, but produced elsewhere in the best case the parts arrive from Japan, the software interface base come from OS made for cell phones and the software is adapted and developed by people that even didn't known what is photography...
Thanks the knowhow of a generation of people that work in this business and traditional European productive tissue made of knowledge craftsmanship passion and excellence the MF camera get the light, ideas and product get out and sell.
Both P1 and H are in trouble especially few years ago, now both are supported by financial and capital groups and brand such as DJI in the case of Hasselblad (that's not a problem... they need founding).
I see this acquisition "if true" very important especially because Hasselblad is the one with the best platform development, and a lot of new product that truly have moved the MF segment since Photokina 2016.
I was on Photokina 2016 and with my eyes I see the difference between H and P1 last Year... one stand was full of innovative product ready to try, full of people enthusiastic of their work and proud of what they show, another was a stand in a corner joined with a flash brand, dull and void, with peoples that speaks together whit no interest, with few xf bodies abandoned on the table... I bring one xf to try and no one ask me if I was interested... I live it because too heavy and take just some P1 candies..
It's clear P1 is suffering, the market is moving, FUJI is at the door, X1D is selling very well over any expectancy, H is getting stronger with DJI partnership.. and have lens and product in development.
The gear price in the MF scenario is intended to reduce by 10% to 20% particularly due by the introduction of FUJI GFX by the middle of 2017, after some month as always happen a price drop should come !
What a pity if P1 don't find the light in this difficult segment, their price are always 20% / 30% higher than the respective product of the others... what happen, if the concurrence price drops ?
Happy new Year !
Domenico.