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Digital Camera World
Digital Camera World
Mike Harris

US$7,000 Hasselblad camera tops major Japanese retailer’s mirrorless sales list – what gives?

Hasselblad Fujifilm Sony Japan Canon Nikon Yodobashi
Photographer James Artaius holding a Hasselblad X2D II 100C with Hasselblad XCD 35-100E.

In a turn that nobody saw coming, the Hasselblad X2D II 100C has topped mirrorless camera sales at one of Japan's biggest retailers for the first half of September. The X2D – which is also currently number one in our list of best medium format cameras – ranked number one at Yodobashi, outselling the most popular bodies from Sony, Canon, Nikon and Fujifilm.

While the news is certainly surprising, given Hasselblad’s premium pricing and indeed the niche appeal of medium-format photography, it hasn’t exactly come from nowhere.

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