Welcome the Hasselblad H4D-40

08/02/2010 Bringing Medium-format DSLR Advantages to High-end 35mm Photographers.

This past September, Hasselblad debuted the H4D line of cameras with True Focus technology during its annual conference near the Kennedy Space Center. Last week, Hasselblad CEO Larry Hansen announced the H4D-40, heralding the company’s plan to deliver the advantages of medium-format DSLRs to a new generation of high-end 35mm photographers.

Built on the H3D-II model series, the H4D-40 features faster capture rates, higher ISO ratings, up to 4-minute exposure times, and True Focus technology, for accurate near-field composing that’s greatly simplified. With a 33x44mm CCD sensor and 40 million pixels, the new camera provides almost twice the capture area of the largest 35mm DSLR sensors.

“Most high-end photographers understand the advantages that a medium-format system has over smaller formats,” explains CEO Hansen. “But many younger photographers have never been exposed to larger-format photography. They are not aware that medium-format DSLRs have evolved dramatically, maintaining - and, in some cases, increasing - the quality gap that has existed between small-format and larger-format systems.”

Hansen further explains, “The fact that our large sensors have millions of pixels more than 35mm sensors is well-known, but the superior image quality that results, in terms of color, detail, and clarity, is not as well understood. Likewise, many photographers don't realize that the larger-format H System cameras provide a considerably shallower depth of field range, making it much easier to use selective focus for creative effect. Combined with True Focus, this opens up enormous creative possibilities and makes for greater technical accuracy. Add the modularity of the H4D-40, with its choice of bright image viewfinders and an extensive accessories program, and you have a feature set that makes a Hasselblad system an even more valuable component of a professional photographer's toolbox.”

The new low-noise color filters of the H4D-40’s sensor and the high-performance HC/HCD lens line, provide greater clarity and depth of field. The Hasselblad Natural Color Solution delivers consistent color reproduction with a single color profile, while digital lens correction perfects each image by removing any distortion, vignetting, or chromatic aberrations.

The camera comes bundled with Hasselblad’s new Phocus 2.0 imaging software. Designed for a dramatically reduced learning curve, Phocus now enables the average photographer to be up to speed in less than 30 minutes.

"In the coming months, we will do our best to see that as many 35mm photographers as possible have the opportunity to try these amazing products for themselves,” concludes Hansen.

The H4D-40 starts at 13995 Euro, 19995 USD, and 12995 GBP for the camera body, viewfinder, and 80mm lens. It is available for immediate shipping. Hasselblad will present worldwide H4D-40 dealer demonstrations and events in the Americas, Europe, and Asia.

For dates and times of regional or local launch events - or to learn more about the advantages of the new Hasselblad system - click here.

Text by Alice B. Miller