Hasselblad Says the Lusso is Its Last Rebranded Sony Camera
Hasselblad is a legendary brand name in the photo industry, but over the past few years the company has taken a hit in the eyes of some photographers by choosing to sell luxury, rebranded versions of Sony cameras. Starting with the Lunar back in 2012, Hasselblad made a habit of taking a popular Sony camera, redesigning the body with luxury materials, and then selling the "new camera" for multiples of the original price.
But things are going to be different moving forward: Hasselblad is saying that it will no longer be spitting out rebadged Sony cameras in the future.