Well obviously Hasselblad hasn't spotted the latest trend: Announce a product when available. See the P40+ from Phase One: "New P40+ back, it's here, buy it today!"
That's is how to do it
The funny thing is that Hasselblad used to do that: Announce when it's ready.
Then PhaseOne came and promised to pre-announce new models 18 months ahead and suggested other back manufacturers to follow.
Funny. That NEVER happened. Well maybe one thing they kinda pre-announced was the wireless module announced for the P+ versions that never made it to the dealers.
I even remember a statement back then from Hasselblad that they announce new products when they are ready.
Now suddenly the game has turned... Hasselblad is announcing vaporware because they have fallen behind in the MEGAPIXEL race and Phase is delivering. They try to keep people away from upgrading to the P65+. Do they still think megapixels are all that counts? And that you can keep people from walking forward with a pre-announcement?
Marketingwise both companies are doing a horrible job. It doesn't seem that they have a communication concept. They should hire professionals to do it.
For example I get the PhaseOne newsletter but I find no newsletter about the P40+. Quite many Phase One dealers are not even listing the P40+ yet on their webpages. There is no communication going out to the people that might be interested.
There's just so much wrong in this industry.