Leica M EV1 — Why This Move Makes Sense - My Opinion - Feel Free to Differ

[lencap]

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The M EV1 surprised many of us.  Swapping the iconic rangefinder for an EVF feels like a big departure from the M’s traditional soul. But if you look at it from Leica’s perspective, the move is actually quite logical — a careful evolution rather than a sell-out.

Leica’s production is tiny compared to Canon, Nikon, or Sony. Across all lines, the company produces roughly 25–35 k cameras annually, according to trade and industry estimates. That’s a fraction of mass-market brands, which makes designing and hand-building mechanical rangefinders very expensive per unit. By basing the EV1 on M11 internals and retaining the M-mount, Leica can modernize the system while controlling costs and risk.

Leica is privately held — roughly half by the family and half by an investment firm. That structure favors sustainable, measured moves over high-risk bets. The EV1 allows Leica to broaden the M line for photographers who might find a classic rangefinder limiting, without abandoning the original optical-rangefinder M for purists.

Leica has always balanced tradition and collaboration — Minolta in the film era, the L-Mount Alliance today. The EV1 continues that pattern: it preserves the lens ecosystem, build quality, and overall brand identity while introducing a modern, more accessible interface. This ensures that both traditionalists and newcomers have a viable M option.

Remaining strictly traditional carries risk. Larger, better-funded competitors are heavily invested in mirrorless tech. The EV1 is a hedge: it helps Leica stay competitive, maintain relevance, and protect the M-mount ecosystem that defines the system’s longevity.

Bottom line:

The M EV1 isn’t Leica selling out. It’s a careful, business-minded evolution that keeps the M spirit alive, protects the lens ecosystem, and adds an option for a new segment of photographers. For those of us who love the M, this strategy actually strengthens the system for the long term.

Edited 11 hours ago by lencap

[Pieter12]

I totally disagree. There are plenty of adapters to use M mount lenses on modern digital cameras, why walk away from the one thing that distinguishes Leica from everyone else: an optical viewfinder with a rangefinder. Leica has made huge marketing mistakes in the past, I believe this is one of them. Plus I have yet to see an EVF that comes close to being acceptable. I may be in the minority on that--so many seem to have no problem with EVFs.

[rramesh]

I still remember the M240 where Leica introduced video capabilities on the M. I wonder what happened to that innovation.

[lct]

5 hours ago, lencap said:

[...] It’s a careful, business-minded evolution that keeps the M spirit alive, protects the lens ecosystem, and adds an option for a new segment of photographers [...]

Interesting analysis i'm not sure to be competent enough to assess but the point that rings my bells more is that of the M spirit. Although it was present as accesory VF since the M240, the  EVF is a strong evolution in the M system but the M spirit is preserved. The MEV1 is definitely not the Swiss army knife camera some could have expected and i'm quite happy with that. FWIW.

[lct]

5 hours ago, Pieter12 said:

There are plenty of adapters to use M mount lenses on modern digital cameras, why walk away from the one thing that distinguishes Leica from everyone else [...]

Because the MEV1 does not need an adapter to begin with. Why should M users endure such a thing? Also no known adapter is capable to do autozoom so far. And finally there is a body very similar to the MEV1 in the M system, except that it has a RF instead of an EVF: the M11. It is a bit more expensive, especially counting in the Visoflex2, but it is the price to pay the unique RF experience. When you love you don't count 😀

[LocalHero1953]

5 hours ago, rramesh said:

I still remember the M240 where Leica introduced video capabilities on the M. I wonder what happened to that innovation.

It resulted in lost sales for the M series. One anyway: I didn't upgrade from M240 because of the absence of video.

In itself I could probably have lived without it - bought a M10 and found alternative solutions for video. But it was a warning sign for me that the M was remaining firmly in the traditional, heritage camp, and would not attempt in future to include modern functionality.

Leica didn't lose hard cash though: I divided mine between the more practical CL and SL (now Q3 43 and SL3-S).

The M-EV1 is an interesting tussle between heritage and modern function: it acknowledges a demand for EVFs, but without providing the additional functions that many EVF users expect. I'm sure it will do well, as it is selling a niche product within a niche market, so big sales aren't expected.

Edited 4 hours ago by LocalHero1953

[newtoleica]

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I really don’t see why people get so fussed about the EV1 in terms of ‘walking away from the rangefinder’… it’s nothing of the sort… it’s an option. Think of it like a D version. It’s a very clever use of existing products to create a niche version that will appeal to a part of the market that has had to struggle with a sub optimal experience on M lenses. Someone saying you can stick them on a Sony for far less cost isn’t going to buy a Leica camera full stop. The target markets are new users looking at a Q who pick up an M and think ‘I'm cant cope with the RF’ (how many Ms do we see used nearly new ‘I couldn’t get used to it’) and existing M users who invest in 2nd systems as they have tasks that are better with an EVF - now they can just add another body. It’s a great move by Leica and it will do well, but the M12 will be a RF…. FWIW I looked at the EV1 as a colour complement to my M10M instead of my Q2. In the end I bought an as new M11-D for the same money. Love it. 

[Jon D]

3 hours ago, newtoleica said:

I really don’t see why people get so fussed about the EV1 in terms of ‘walking away from the rangefinder’… it’s nothing of the sort… it’s an option. Think of it like a D version. It’s a very clever use of existing products to create a niche version that will appeal to a part of the market that has had to struggle with a sub optimal experience on M lenses. Someone saying you can stick them on a Sony for far less cost isn’t going to buy a Leica camera full stop. The target markets are new users looking at a Q who pick up an M and think ‘I'm cant cope with the RF’ (how many Ms do we see used nearly new ‘I couldn’t get used to it’) and existing M users who invest in 2nd systems as they have tasks that are better with an EVF - now they can just add another body. It’s a great move by Leica and it will do well, but the M12 will be a RF…. FWIW I looked at the EV1 as a colour complement to my M10M instead of my Q2. In the end I bought an as new M11-D for the same money. Love it. 

I think the biggest problem is that the M-EV1 isn't a progression, it’s a regression. The focus peaking system in the M-EV1 has been around a long time. It’s a system that was already built into M digital cameras. They’ve just put it into the viewfinder after taking away the rangefinder system. And they’ve opted to go back to 64GB of internal memory rather than the 256GB of the M11-P. Nothing new has been added, only existing things have been taken away.