Get 6 Months of ShootQ Free With Any Workshop Purchase!

Your content will be up shortly. Please allow up to 5 seconds
Gear Announcements

Hasselblad is at it Again, Sony a99 Rebranded as ‘Hasselblad HV’

By Anthony Thurston on February 3rd 2014

You would think that the Hasselblad would have figured out by now that we all know their little secret, but it appears they have not. Yes, another Sony rebrand has been announced in the new Hasselblad HV (Sony A99).


This camera is aimed squarely at people who don’t just love taking pictures – but love taking them in real style,” says Hasselblad CEO, Ian Rawcliffe. The specs of the Hasselblad HV, just as with the previous Sony rebrands, are exactly the same as the Sony A99. The Sony A99 retails for around $2,000 with the body only, the Hasselblad HV will be selling for around $11,500.

[REWIND: Hasselblad Announces New CMOS Sensor]

This is seriously like Ferarri taking a Ford Focus (fully loaded), putting a new fiberglass cover over it, and then selling it for $100,000. Seems silly to me. But apparently people are buying them, because I can’t see why they would keep doing this if they were not being bought.

The difference is all in the exterior. I will just say that I don’t like it, not stylish looking to me at all. Looks plasticity and cheap, though in reality it is far from that (the material shell is actually quite impressive). But, if I am paying almost $12k on something, I want it to look good… this, well, in my opinion, does not. I will give it props for not being quite as terrible as the Stellar or Lunar.

Hasselblad-HV_rear_b Hasselblad-HV_top_b

What are your thoughts on this “new” release from Hasselblad? Are the “style” improvements worth $9,000 to you or do you prefer to get an original a99? Leave your opinion in the comments below to join the discussion.

This site contains affiliate links to products. We may receive a commission for purchases made through these links, however, this does not impact accuracy or integrity of our content.

Anthony Thurston is a photographer based in the Salem, Oregon area specializing in Boudoir. He recently started a new project, Fiercely Boudoir to help support the growing boudoir community. Find him over on Instagram. You may also connect with him via Email.

Q&A Discussions

Please or register to post a comment.

  1. Richard Evans

    This, to me, is a major insult to the intelligence of photographers worldwide! Seriously? Rebrand a Sony A99 and charge 12K? Wow! I’m through!

    | |
  2. Leo Edwards

    I predict Hasselblad will cease to exist within the next five years as a camera manufacturer – seriously who is this stuff for?

    Can’t wait to see the blinged up A7 – it should be a showstopper.

    | |
  3. Chet Meyerson

    My a99 took one look at this and laughed!

    | |
  4. David Blacker

    Remember back in 2011, Aston Martin took the Toyota IQ city car, rebadged it as the Aston Martin Cygnet and offered it at three times the price of the IQ? Aston planned to sell 4,000 cars a year, but stopped production (if you can call it production) last September after selling less than 150.

    | |
  5. Daniel

    This looks cheap as hell. Why would Hasselblad do this, its not even April!

    | |
  6. fotosiamo

    They should have at least put the a7R’s 36MP sensor in this Hassy.

    | |
  7. Andrew Miller

    The Emperors New Clothes spring to mind…

    Looks tacky in black & silver also.

    | |
  8. wen

    Buy a Sony and load up with $8k worth of lenses!

    | |
  9. Hanssie

    So, should I just buy the Nikon Df? It’s much cuter than this one and cheaper too ;)

    | |