They have deep pockets now, since they have been taken over by a private-equity firm.
They announced publicly they are working on selling cameras to a wider audience than MF alone.
See their press announcement :
Specifically, the medium-format camera maker is now part of the Switzerland- and Germany-based private equity firm's Ventizz Capital Fund IV, the companies said today. The firm will provide new capital for a growth strategy, Ventizz said.
"We are proud to have such an iconic brand in our portfolio and are convinced that with solid financial support and a suitable growth strategy, Ventizz can further strengthen Hasselblad's position as the first-class producer of medium-format digital camera systems. Furthermore, we plan to develop Hasselblad cameras to appeal to a wider circle of ambitious photographers," said Helmut Vorndran