Archived posting to the Leica Users Group, 1999/09/25
[Author Prev] [Author Next] [Thread Prev] [Thread Next] [Author Index] [Topic Index] [Home] [Search]There are two reasons Leica might want to consider a modern version of the CL: 1. From the standpoint of functionality there is currently a hole in the camera market: a genuinely pocket size 35 mm camera which is of high quality and has an optical focussing system. Based on my experience with the Nikon 35Ti, the autofocus systems used in small cameras simply fail in too many situations to use them reliably for general photography. (The active system used in the 35Ti fails on glossy surfaces (cars and water), and thin items (flowers, flames, tree branches). The current M6 is too large to fit in a reasonable size pocket. In my case this would be the rear pocket of a bicycle jersey, or the side pocket of a windbreaker. 2. The current fascination of the young with "retro" items provides an opportunity to enlarge the market for the rangefinder category. The idea is that if you can get a customer to buy, use and appreciate an "entry level" quality rangefinder camera when they are younger, then it is much easier to get them to move up to an M camera when their means permit it. Today the only affordable quality rangefinder cameras are either cheap but hard to get serviced (Canon 7), very old (Leica III ), or amazingly expensive (used M cameras). To see what I mean, think about what rangefinder camera you would recommend to a serious young photography student of limited financial means. I actually encountered this situation, and could not, in good conscience, recommend anything at all. A partial analogy in the world or cars is the introduction of the Boxster by Porsche. Although still expensive, the Boxster has allowed Porsche to greatly broaden their market by selling new cars to a younger clientele, and has helped their financial health. Purists will argue, of course, that the Porsche brand equity has been diluted, but it is difficult to argue with the financial results. Some dilution of brand equity is probably to be preferred over bankruptcy. In terms of customer loyalty, I think Porsche also realized that it was better to introduce the Boxster and have a customer driving a Porsche, rather than giving up that same customer to a rival company that makes sports cars (i.e. Mercedes or BMW). If I were Leica, I would be talking to Cosina today about a Leica badged entry level rangefinder (maybe branded the VolksLeica, with a pink badge <grin>). If that is unacceptable, I would at least issue the key M lenses in Leica thread mount, so that people who purchase the upcoming Cosina rangefinder-coupled camera can move up to Leica glass. As Porsche discovered, you cannot sustain a brand based solely on quality and exclusivity. Very high-priced items are optional purchases, and your sales can really slide during times of economic difficulty. Mark Davison