Shutterbug Strasse

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Posted by Leeka on May 21, 2004 at 08:59:43:
Leica has never been a large company. Since they spun off the different divisions into separate companies (Leica Geosystems, Leica Microsystems, Leica Camera), the camera/opical group (cameras, binoculars, spotting scopes) hasn't had a large corporate structure to dip into for funding.
Also, as a small camera company, they don't have a large cash coffer to to back trial forays into various market segments. This means they have to be very, very carefully to assess their marketing choices and pursue only those that appear to have a nearly 100% chance of success.
The D2 has been highly successful for them. They are selling more D2's than anticipated. The Leica rep for my area is moving a minimum of 2-3 cameras per month through all of his photo stores in his sales area (and these ARE NOT large stores). Yes, when compared to Canon S-50 sales this isn't a startling amount - but then the competing 5 MP cameras aren't at the same price point either.
The digital back for the R-8, R-9 is being demonstrated in New Jersey at a Leica rep meeting in June. I hope to get some TIFF files back from that to look at & see what kind of images the setup will make. My Leica friend already has dealers with deposits for these backs. While they won't rack up Canon 1ds level sales, they will have a very interesting product to sell. Remember, Leica has never had the SLR sales volume of a Nikon n90, F100 or Canon EOS either in film cameras.
They are truly a "niche" manufacturer that appeals to a small segment of a large market. Nothing wrong with that if you keep your customers happy with quality products.