Who is the Hasselblad X2D for?

[larkis]

I have been contemplating updating my medium format (645D and 645Z) kit this year and have taken both the GFX/GFXII and X2D cameras for a spin. I'm curious how some of the folks on here approach both systems if they already have a full frame kit. My main interests are landscapes and people. Here are some of my observations:

1) The Fuji system is more versatile compared to the Hasselblad system assuming one does not have a full frame system already.
2) The Sony a7Rv is faster, even more versatile than the GFX, has access to better glass and given the last point can give the Fuji system a good run for its money if the 60MP can get fully utilized.
3) The Hasselblad X2D with a 55V lens or the 30mm 3.5 lens is smaller than the GFX 100s, can actually take up less volume than the Sony with the 24-70 (but is heavier).
4) The Hasselblad is very bad at most of the tasks the Sony is great at, especially anything that's more "run and gun". The GFX is better but still falls quite a bit short of the Sony.
5) The Hasselblad per pixel quality is better than both the GFX and Sony, same with the colors. It seems that both the Sony and GFX files require about the same work in LR, especially if people are in frame (skin) or mixed lighting is present. The Hasselblad files just look gorgeous with fewer "moves" required in post before any creative editing is applied.
6) When using portable strobes such as Profoto, the GFX system's 1/125th sync speed forces one to use HSS fairly quickly, the Sony's 1/250th is better but being able to sync at any speed with the leaf shutter lenses on the X2D opens more possibilities.

With some of this in mind, I wonder who the Hasselblad camera is for? It's not a system that can replace a Sony or GFX, it does not have the lens choices the other two systems have, but it does have colors and image quality that has a different sensibility to what I see coming out of the all made in Japan systems (realizing the sensors in all the systems are made by Sony).

I can comfortably fit a Sony a7Rv with a 24-70 GMII and a 70-200 GMII (and perhaps one 1.4 GM prime) and a X2D with two V lenses into my travel backpack along with a Profoto A2 and small click octa softbox for a high-quality travel setup. I can't really take both the Sony and GFX system the same way given the volume it would occupy and the functionality overlap it has with the Sony.

Is the X2D designed as a high-quality companion camera to a full frame setup, filling a few holes the full frame system has? It seems to me that the X2D and Its leaf shutter lenses complement a Sony A7RV system better than a GFX system (which is a higher resolution but less evolved in every other way Sony).

Thoughts?

[BobShaw]

Interesting question. If you check the many Facebook forums including the X2D you will be left none the wiser.

To me, Hasselblad cameras are primarily studio and landscape cameras. At that they excel and the colour science if you choose to follow the Hasselblad process using Phocus and HNCS is outstanding. Provided that you do correct exposure and white balance they are colour accurate out of the box. Image quality is excellent, far better than any 35mm camera.

The 100MP X2D is a replacement for the 50MP X1D, which is still sold. The reason it is 100MP is because 50MP sensors are no longer made, but there is clearly enough in stock to continue the X1D, which is an excellent camera. Unless you photograph art or do massive prints you probably have no need of 100MP anyway.

The X2D introduced a 1TB hard drive and In Body Image Stabilisation or IBIS, which the X1D did not have, but nobody seemed to miss. What they did though is remove a lot of useful features like GPS, MQ Mode, a Remote cable socket, video, HDMI output, Auto Focus assist light, dual cards and a reliable strap mounting that the X1D has. For these reasons to me the X2D at twice the price is a lessor camera than the X1D. Even if you don't shoot video much you will at some time and you don't want to carry two cameras.

Which ever Hasselblad you buy, it does not replace a 35mm camera. If you shoot sport, wildlife or anything from a distance that moves the Hasselblad is fairly useless. Auto Focus will never be as good and shutter delay means that the horse is well past the finish post. For any sport I use my Canon. For anything else I use my Hasselblad. The high flash sync of at least 1/1000s is much better than say 1/125S of a GFX.

So in answer to the question as a high quality companion it is a bit like a Rolex, but at least as a fashion accessory people know you have a Rolex.

[budjames]

I'm a Leica shooter. My current Leica cameras are the M11 and SL3. I recently purchased the Hasselblad X2D and a few XCD lenses. I use my X2D for architecture and car photography. I love the quality of the images, both in terms of color quality and details. The 60 MP files from the Leicas are amazing, but the X2D files are a notch above.

I don't shoot any video except on my iPhone, so the X2D lacking any video capabilities is not a consideration for me. If I ever need video, my Leica SL3 should do fine.

Here is a shot of my 2024 Porsche 911 Carrera 4S taken with the X2D. The small image size doesn't give it justice, however, I have a 16" x 20" print hanging in my office that really shows the "goodness" of the X2D file.

Regards,
Bud James

Please check out my fine art and travel photography at www.budjames.photography.

[Manoli]

A full and interesting thread on the same topic, started by the OP, over on GetDPI.
RECOMMENDED.

https://www.getdpi.com/forum/index.php?threads/who-is-the-x2d-for.76392/

[Joe Towner]

Someone who really just loves the Hass color and won't move off their current Hass camera.

Hass was tired of the contrast between the X1 series and the GFX100.  Also had to have a 100mp camera to officially 'retire' the H6D-100c.  The 3.5 years Hass waited allowed them to maintain the super small form factor on the X2D, but I don't think the trade off was worth it.  Too many questions about the long term health of the company as a DJI side project.

[TechTalk]

Too many questions about the long term health of the company as a DJI side project.

Hasselblad is not a "DJI side project". Hasselblad is a company which is dedicated to producing a successful camera system with its own unique design philosophy and features which a number of photographers find beneficial for their use. DJI invested in Hasselblad to expand their range of imaging products with a company which provides complimentary synergy and collaborative engineering to the benefit of both companies. Hasselblad is a legally and financially independent subsidiary with its own portfolio of products in which DJI owns the controlling shares and is the ultimate corporate parent.

As for their "long term health", Hasselblad is a profitable company with a successful line of products. Their annual consolidated financial report for 2023 isn't publicly available yet. I expect with their recent product introductions, it will be another profitable year. I've attached a summary of their financial record in recent years. It shows for 2019–2022 a total (US dollars) of $263 million in revenue with $10 million in pretax profits with large increases in R&D spending over those four years.

[Paul2660]

Which is amazing considering the backlog of available lenses for the X2D and the lack of a more enhanced software than Phocus. The newer V lenses are excellent in design and optical performance but since mid 2023 to current are never in stock anywhere in volume. This makes locating them very tedious.

They must be selling a lot of products outside the US.

Glad to see they are profitable.

Paul

[Joe Towner]

Hasselblad is not a "DJI side project". Hasselblad is a company which is dedicated to producing a successful camera system with its own unique design philosophy and features which a number of photographers find beneficial for their use. DJI invested in Hasselblad to expand their range of imaging products with a company which provides complimentary synergy and collaborative engineering to the benefit of both companies. Hasselblad is a legally and financially independent subsidiary with its own portfolio of products in which DJI owns the controlling shares and is the ultimate corporate parent.

As for their "long term health", Hasselblad is a profitable company with a successful line of products. Their annual consolidated financial report for 2023 isn't publicly available yet. I expect with their recent product introductions, it will be another profitable year. I've attached a summary of their financial record in recent years. It shows for 2019–2022 a total (US dollars) of $263 million in revenue with $10 million in pretax profits with large increases in R&D spending over those four years.

And?  It's a rounding error on the larger DJI establishment.  Yes there are a few folks shooting an X cameras, and as long as they are happy that's all that matters.

But as a brand, as a technology provider, and as an investment Hasselblad isn't 'it'.

[TechTalk]

Which is amazing considering the backlog of available lenses for the X2D...

There's always a variety of lenses available at any given time. This is the current in stock selection at B&H as an example.

...and the lack of a more enhanced software than Phocus.

Phocus is not intended nor designed to replace your paid or subscription editing software. Phocus provides camera control and capture software with exceptional raw conversion quality and automatic lens corrections for image export and, if desired, final editing in the software of your choice.

The newer V lenses are excellent in design and optical performance but since mid 2023 to current are never in stock anywhere in volume.

The latest V and P Series lenses have been readily available from stock, but for limited periods of time. That's not unexpected since they're the newest lenses and have the highest demand. Demand for the latest items may result in having a backorder waiting to be filled after you place an order, especially from a small manufacturer like Hasselblad.

The XCD 38mm f/2.5 V lens is currently (at least as I'm writing this) in stock and available from B&H, Adorama, Pictureline, Samy's, Capture Integration, and other sources. For some lenses, you may have to decide whether you want to search for one in stock or place an order and wait for the order to be filled.

This makes locating them very tedious. They must be selling a lot of products outside the US.

They're selling products inside and outside the U.S. Having backorders on the latest lenses doesn't mean they're not being shipped and sold. It simply means that current demand exceeds current supply, but they're still being sold as they arrive.

Glad to see they are profitable.

It's considerably better than having several million dollars in losses like Phase One Group has been posting annually for some years!

[TechTalk]

And?  It's a rounding error on the larger DJI establishment.  Yes there are a few folks shooting an X cameras, and as long as they are happy that's all that matters.

But as a brand, as a technology provider, and as an investment Hasselblad isn't 'it'.

Well, you're entitled to your opinion. We all choose equipment to suit our own individual needs and preferences and decide which brand is 'it' for ourselves.

[Paul2660]

Phocus should offer more. It doesn’t. Period. It’s the first level of conversion for the raw file. Anything else will be a tiff and everything there is baked in.  It free so is the back level of c1 for any P1 back.

The interface is strange on Phocus, I still can’t figure out how to change a job name. Naming conventions should be straightforward.

Phocus is a huge liability to the X2D shooter who prefers to do most if not all of their work as raw files. The toolset within the software resembles what was available in LR or C1 18 years ago.  It too bad Hasselblad can’t find finding to rewrite the software but as I believe it’s limited to their cameras only the cost would outweigh the results.

And for the record I disagree with the reasoning behind the lack of V lens supply. How can anyone plan to grow a system with such a terrible supply. Either rush out and purchase at announce (which is the case for both the 90V and 25V) or constantly keep looking for a remote single version of one of the lenses that has landed somewhere. This is how Fuji so far has handled their 30mm TS Lens but that’s just one lens in a large line up. Right now it’s hard to find a 25V 38V 90V 28P and even the 45P.

Paul

[Steve Hendrix]

There's always a variety of lenses available at any given time. This is the current in stock selection at B&H as an example.

Phocus is not intended nor designed to replace your paid or subscription editing software. Phocus provides camera control and capture software with exceptional raw conversion quality and automatic lens corrections for image export and, if desired, final editing in the software of your choice.

The latest V and P Series lenses have been readily available from stock, but for limited periods of time. That's not unexpected since they're the newest lenses and have the highest demand. Demand for the latest items may result in having a backorder waiting to be filled after you place an order, especially from a small manufacturer like Hasselblad.

The XCD 38mm f/2.5 V lens is currently (at least as I'm writing this) in stock and available from B&H, Adorama, Pictureline, Samy's, Capture Integration, and other sources. For some lenses, you may have to decide whether you want to search for one in stock or place an order and wait for the order to be filled.

They're selling products inside and outside the U.S. Having backorders on the latest lenses doesn't mean they're not being shipped and sold. It simply means that current demand exceeds current supply, but they're still being sold as they arrive.

It's considerably better than having several million dollars in losses like Phase One Group has been posting annually for some years!

Mr Tech Talk - I always appreciate your thoughtful and informed posts. However, you do seem to go out of your way to include negative financial statements from Phase One whenever you see an opportunity to do so (in a conversation that has nothing to do with Phase One, no less). Sure, anything is fair game, but it seems to be a habit in your case. These days, Hasselblad's business model doesn't have a lot to do with Phase One's business model, so the comparison seems to not even have much relevance.


Steve Hendrix/CI

[nazdravanul]

Hasselblad x2D is definitely for me: I need to print larger than life for gallery viewing quality. I cannot afford an 150MP xt Phase camera with Rodenstock lenses.
Since printing brings enlargement for me, I live in the 200% to 400% zoom in “pixel peeping” area. Where “old” XCD lenses deliver the extra goods compared to the GFX lenses - I sold all of them but kept the GFX100 as a dedicated GF TS 30mm capture device.
I don’t need blazingly fast AF, having AF already makes me feel spoiled after more than a decade of shooting manual focus Zeiss, Voigtlander and TS lenses. I love the simplicity of the Hasselblad menu - I hate the GFX focus bracketing implementation and I hate the fact that I can still lock settings, by accident, on my GFX, on location, after 3+ years of shooting, and I have to check the camera manual, again, on how to unlock it.
My X2d is simple, sexy, uncluttered, gets out of the way fast, and delivers the goods in terms of IQ. The XCD lenses and Phocus (blasphemy, I know ) give the baseline magic dust,  out of the box, to my images, allowing me a very enjoyable start in processing. Tethering, across devices, is best in the industry - C1 with the GFX was a total pain, by comparison.