Photokina 2010: Hasselblad announces Ferrari cam

That's right, medium-format maven Hasselblad announced at Photokina a limited edition Ferrari camera. Not much was said about the camera's specs, so it's fair to assume that this is a rebranded Hasselblad with a shiny coat of red paint.

There will only be 499 units produced, and there was no price given. Given the cost of a Hasselblad without any Ferrari branding, it's probably a "Price Upon Request" situation.

Aside from the luxury camera, Hasselblad unveiled a medium-format camera, the H4D-31. It's equipped with the same True Focus system as the H4D-40 and will ship with updated Phocus 2.6 software. It will be available with either an HC 80mm lens or a CF lens adapter for around $13,300 US.

Also announced is a new HC 50mm II lens boasting better resolution and close range performance and an HC 120mm macro lens. A 200 megapixel device was also launched, powered by Hasselblad's existing multi-shot technology. By shifting the sensor for multiple exposures, this extension of the H4D-50 boasts extreme high-resolution power that would be useful to jewlery and studio photographers. Customers with existing H4D-50 cameras will be able to ship their cameras to Hasselblad to receive the necessary hardware updates to acheive the effect.

Admitting at the start of the conference that Hasselblad had seen "significant losses within the company's business structure," they certainly grabbed some attention this morning in Cologne with these announcements.