The building is nothing fancy, and the company is small enough to feel personal. The parts may not be all manufactured in Sweden (eg the sensors are made by Sony), but everything is assembled, calibrated and tested in Sweden. Almost all the process is done either by hand, or closely monitored by a human being if done by a machine. Dust is the enemy of all cameras, and the factory is spotlessly clean. All workers and visitors wear lab coats, hairnets and gloves if necessary.
As expected, quality control is of the highest standard. Parts are tested continuously and each body comes with a signed release by the person who inspected it. Testing is treated as part of the manufacturing process rather than something that needed to be done afterwards. Here the camera is being tested on how well it reproduces the blue of the test sphere.
Even though the cameras are state of the art, the manual manufacturing process means not all the tools used are hi-tech. They’re still using Windows XP and old Dell and Sony computers. Cleaning is done by hand using tiny brushes. Each one comes with certificates of quality and exhaustive paperwork.
Just for reference, the price of this camera is over US$10,000 for the body alone, and is Hasselblad’s cheapest camera. It’s the first mirrorless medium format camers available. Medium format photography is so far above my skill level that I still think of the old Mamiyas with 120mm films rather than modern digital cameras.
The X1D looks nothing like those old Mamiyas, or indeed like the first image of Hasselblad that comes to mind. It’s simply…breathtaking. It’s been described as the Ferrari of cameras. Is it for everyone? The professional photographer at petapixel correctly says no. It’s way too expensive for amateurs, and not even professionals who work with high resolution images. For professionals whose work are likely to be printed in ginormous sizes, like artists, fashion or portrait photographers, this is ideal. He’s definitely keeping his:
While I can’t say with any finality whether this camera is worth it for anyone else, I can say that you’ll do better trying to wrench a soup bone out of a pit bull’s mouth than to wrest the X1D from my firmly clenched grip.