Paul Spinnler
Well-known member
What is the status quo: DJI is now selling a pro-sumer camera out of Shenzen with some in-between step in Sweden (final assembly, calibration, etc.) for the optics. Flextight gone, H system gone, V system gone. During the presentation of the new X we just got a slick a-personal video similar to the ones done for drones.
The "brand" still exists and is "alive", but what's behind it has significantly changed.
As Wattsy pointed out, they've left the professional market now for good and are down to selling one prosumer product.
In sum, Chinese investors took ownership of a traditional European camera manufacturer with high brand value, extracted IP to learn how to do it themselves and learn something in the process for their drone products are now selling one photo product on an efficient manufacturing platform out of Asia.
That's a good business strategy and Hasselblad as a brand lives in an evolved form.
The "brand" still exists and is "alive", but what's behind it has significantly changed.
As Wattsy pointed out, they've left the professional market now for good and are down to selling one prosumer product.
In sum, Chinese investors took ownership of a traditional European camera manufacturer with high brand value, extracted IP to learn how to do it themselves and learn something in the process for their drone products are now selling one photo product on an efficient manufacturing platform out of Asia.
That's a good business strategy and Hasselblad as a brand lives in an evolved form.
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