Perhaps the Chinese firm hopes its drones will bring a new vitality to this legendary brand.
One of the most bizarre stories of this year's CES information Chinese manufacturer DJI drones bought a large stake in Hasselblad, the company's renowned Swedish camera. Still no official party informed of this move, but the sources close to confirming that the leaked reports from CES expo is accurate.
That raises questions about why DJI, a company specializing in the production of lightweight cameras, require less energy for its drones, re interested in owning a large stake in Hasselblad , notorious for medium format cameras, so big and heavy?
Consider what the following are only predictions based on discussions with sources close to the logic behind the deal. The best analogy for the merger between DJI and Hasselblad's business Chinese firm Geely Motor acquirer Swedish carmaker Volvo by 2010. At that time, VOLVA has suffered declining sales and lack of interest profit, hampered by small-scale, high production costs and outdated brand.
New guard for the company
Volvo gives Geely the financial support necessary to achieve higher goals. The company aims to produce larger cars to compete directly with the leading German brand. 6 years later, sales and profitability of the Volvo has reached its highest level ever, paving the way for a potential IPO.
Hasselblad, as well as Volvo, in recent years are trapped in a vicious cycle of limited funds and short-term decisions. The company has some small effort to set foot in the smartphone world, but so far has not gained much success. DJI, as well as Geely, believes the company can return to its former glory if they were blowing a breath of new energy, to once again take steps to go long and strong.
Like Geely, DJI likely Hasselblad financial support, technical resources and manufacturing expertise. X1-D camera, the device will bring the quality of medium format Hasselblad camera into a more compact size, is the first to demonstrate this cooperation. Site The Verge had the opportunity to evaluate it, and they were very impressed with the image quality of the device.
Medium format camera Hasselblad X1-D.
Medium format camera Hasselblad X1-D.
So DJI anything in return? Hasselblad did not seem able to go so far as to conduct an IPO, but will certainly have a lot of possible collaboration between a manufacturer and a classic camera drones emerging companies.
DJI are aiming to dominate the premium segment in the market of photography and cinema, by creating the camera and equipment for professionals flying Hollywood. Hasselblad brand is a long cherished in this group, and also brings extensive experience DJI optics, design, chip and software technology.
Putting cameras in the air and outer space
While celebrities are sized portable camera for artists such as William Eggleston and renowned Albert Watson, Hasselblad has a history as an aerial photography firm during World War II, when it created the product products are used on aircraft for the Swedish army.
In the 1960s, its cameras become NASA's choice, when used for the first pictures of the man landed on the moon (In fact, a pair of Hasselblad cameras are still on it). It is a company with a wealth of knowledge, patents and expertise that can benefit DJI.
Besides a lot of logical business reason for this deal, there are cultural factors as well. Corporate culture at the DJI is based on a commitment to quality, design and brand - unusual factors in the industry of consumer electronics in China. That culture has helped put DJI became the first Chinese company to emerge as a global leader in the consumer electronics segment. And they want to have the opportunity to participate in conservation and heritage that Hasselblad has built.
According to The Verge
