COMMENT: Retro Cool – But Where is the Innovation?
As a long time Nikon customer I have been watching the recent marketing campaign for the Nikon Df with interest. Nikon were going to draw on their rich heritage and produce a ‘Pure Photographers’ camera harking back the days of the Nikon FM2 or F3. Yesterday the wraps finally came off the Df and it certainly looks the part BUT the price – wow. With a rrp of just under £2750 (with 50mm lens) the Nikon Df is being pitched above the Nikon D800 – a premium price. So the question is who is going to buy this camera? I love it when manufacturers pay homage to their past but it has to be innovative as well. Let’s take a car analogy. At the turn of the millennium VW had the new Beetle and BMW was about to launch the new MINI. The Beetle was a fine car but it was essentially a VW Golf dressed up in a party frock. BMW took a different approach, probably because they didn't have a small front wheel drive car as a baseline, an...