The Future Of Leica

[offshore]

This interview of Andreas Kaufmann appears in the current online issue of PopPhoto.
The Future of Leica - - PopPhotoMay 2008
Let the sniping begin!

[bill]

Originally Posted by offshore

This interview of Andreas Kaufmann appears in the current online issue of PopPhoto.
The Future of Leica - - PopPhotoMay 2008
Let the sniping begin!

WE KNOW!

http://www.l-camera-forum.com/leica-...-kaufmann.html

Regards,

Bill

[jimmy pro]

Interesting, not in that it offers anything new, but in that it squelches some myths and rumors. Basically he seems to be saying there is no FF M8 upgrade or successor camera coming, that high-ISO performance won't ever be improved on the M8 but "gradually" in other models, that sensor upgrades probably won't ever be an option with the M8 but maybe on future models, and finally he says that "the market" for a digital R-body want's autofocus. That last one I find bizarre since most of the vocal supporters for the R system seem to always be saying that one of the main draws to the R system is the fact its not autofocus. So either the vocal supporters are just a very loud minority or once again Leica's management is clueless as to what their customers want. We'll see. Oh and two really funny things coming out of that bit about the donation of cameras by Leica and film by Kodak to RIT. One is that Kaufmann managed to come up with a bunch of NOS M4-2 and M4-P cameras and for some reason decided against auctioning them to collectors and donating MP's to RIT instead. The other, even funnier, is that Leica a tiny company from Germany donated $50K-worth of cameras and lenses, and Kodak a huge corporation right there in Rochester, donated $2K of film.

[marcello]

Hi all,

After reading the very disppointing interview with Andreas Kaufmnn,
I finally decided to write down what is in my mind for quite a while regarding the Leica brand, my opinion on the brand's future, including my switch to Nikon.
Initially I did not want to post it, because I it might sound a little offending to the Leica fans.
I can assure you, I have more sympathy for Leica than for any of the other Brands. But recently I have sold my complete Leica R line up, including the R9/DMR. complete modular system and a whole row of pro level lenses.

Lately I heard that the Leica marketeers are reading the forum posts. For them, my post is intended.

I am working for 20 years with fast moving consumer brands and am time and time again surprised by the very static marketing practice of Leica.
It seems all communication is still aimed at target groups of the past. I bought my leica R system just after the introduction of the DMR. After being confronted with an article that showed the superior image quality over Canon Eos and L lenses.
Finally I could get the emotional colour rendering that was lacking with the scan like 12-bit Canon and Nikon dslr's.
After spending a fortune on a R9/DMR and an extensive line up of R lenses, I started searching for fellow users. After many evenings on the forums, I discovered I was one of the very few 'new' users. Even, one of the very few with an age under 45 years old.
For my job, I am working with many of the best dutch photographers. All of them know Leica, but hardly any of them think about the M and R-system as a serious professional tool. If not relevant for most pro's, at which target group is the Leica marketing team aiming?
I have no idea. It seems most communication is targeted at rich collectors. But for the future of Leica this is very dangerous. Rich collectors always want the hero brands of their youth. Finally being able to buy the items they couldn't buy when they were young.

But, when Leica will not be able to attract young photographers now, they will not become the collectors of the future!

When there will be less collectors in the future (of a brand beiing very depending on collectors) it is a bad investment for the current collectors! Prices will drop. in fact, second hand prices for the best R-lenses already have dropped dramatically last months. A year ago, the average price for a used 19mm Elmarit ROM in very good condition was around EUR 1800. Now it is easy to find it for EUR 1100-1200.
Because many Leica customers seem not to use their equipment, it is very easy to get every current R lens second hand in excellent contition.
A new 19mm ROM will cost EUR 3600
How many R lenses are bought new? Because the technical quality of Leica is superb and constant, second hand is an excellent decision.

Marketing wise, I see 3 strong arguments to attract consumers to Leica-R, and possibly make consumers switch from C and N.
1- The quality of the (new) lenses
2-16bit body
3- attractive brand image/values (like Apple)

IQ is why I bought my first Leica lenses to use on my Canon with an adapter.
When visiting the forums I discovered many active forum members happened to be Canon users in need of serious wide angle alternatives. Their interest has dropped since the introduction of Nikon's 14-24mm Zoom. The IQ is incredible. I have used it for several weeks now. It comes very, very close to the best ever zoom, the magic Leica 35-70 f2/.8 I have owned. It is better than the 19mm ROM and probably equal to the 15mm f/2.8.
The Nikon 14-24mm zoom fits both Nikon and Canon. Is autofocus on Nikon and can be bought new for around EUR 1300. The combination of Leica's 15mm and 19mm will cost EUR 10000. No reason to switch to Leica.

Some of Leica's very best Lenses cannot be used on Canon.

Nikon's new zooms have prime qualities. It almost seems they are designed by the same person who made the design for Leica's 35-70mm f/2,8.
Both Nikon and Canon have excellent super tele's.

several beautifull primes that have noo match with C and N. like 90mm f/2 Asph, 180mm f/2,8.

After having used the D3 body for a while, the DMR solution is completely outdated for me.
D3 has: better and more natural colours. less noise. Low light is superb. Far better viewfinder. Auto white balance is PERFECT.
Ergonomics are better. Wheather sealing and more.
On the downside, it is ugly. 14 bit only. But the images have excellent detail in shadows and highlights and can be easily made 16 bit with HDR software.

When talking real facts, in the close future the Leica R system seems to have hardly any functional advantage anymore. Nikon will introduce it's 24MP body in summer. What's left is a handfull of great primes. All beiing MF.
There is one strong benefit left. EMOTION. In marketing, emotional benefits are always stronger than product benefits. I have been working on Apple for many, many years.
Even knowing their computers were far more expensive, a little behind in speed and not very compatible. But they looked great, were exclusive, targeted at yong trendy people and (just) affordable. And of course, all apple users said the image quality was much better......

Again,
Leica could be my favourite brand, once NOT BEIING MARKETED AT VERY OLD PEOPLE ANYMORE.
Not necessarily having the best body. Just matching the state of the art. Better looking than the competition. And a story that can be told to non-users: best IQ lenses. Expensive, but (just) affordable. At least several great AF zooms.

Leica, I wish you lots of succes.
Many brands that stuck to old target groups are already gone!

[stnami]

Leica's path for the next couple of years is in motion as if you what think or I matters to them ..... dream on baby

[jaapv]

Truth from the ward...

[AlanG]

Originally Posted by jimmy pro

... One is that Kaufmann managed to come up with a bunch of NOS M4-2 and M4-P cameras and for some reason decided against auctioning them to collectors and donating MP's to RIT instead. The other, even funnier, is that Leica a tiny company from Germany donated $50K-worth of cameras and lenses, and Kodak a huge corporation right there in Rochester, donated $2K of film.

No offense but some corrections.

The cameras were not new but were aquired by Leica and refurbished.
The film probably doesn't cost Kodak even close to $2000. But Kodak's longtime support of RIT is pretty substantial.