Rent a Hasselblad, Because No One Can Afford a $9K Camera

Hasselblad recently introduced the sexpot X1D-50c mirrorless camera—tall, slim, and cool to the touch, with a medium format sensor.

Its $9,000 price tag, however, is the world's most expensive cockblock.

The Swedish manufacturer has taken pity on customers, this week launching the "Rent a Hasselblad" program, which offers on-demand access to its products.

"Owning a Hasselblad medium format camera system is a significant investment even for a successful high-paid photographer," marketing manager Bronius Rudnickas said in a statement.

Amen to that.

So, instead of dropping two months' salary on one piece of equipment (that doesn't include lenses or accessories), anyone can now take the shooter for a test drive.

The X1D-50c mirrorless camera comes with a $9,000 price tag (via Hasselblad)

"Rent a Hasselblad" is a global online service that allows photographers to book cameras and lenses for a select period, based on needs—a photoshoot, a wedding, a vacation. Give the gear a spin (not literally; the "you break it, you buy it" policy probably applies) before making a long-term investment.

At launch, folks can book the X1D-50c and a selection of XCD lenses at dozens of pick-up locations around the world. More models and venues will added as the program grows.

According to the reservation site, the camera body alone costs $90 per day; add XCD 3,2/90MM and 3,5/45MM lenses for $26 or $22 a day, respectively. The project also allows buyers to offset rental expenses against the purchase price in the future.

"Many professional photographers and enthusiasts haven't had the opportunity to see what they're able to create with Hasselblad's medium format technology," Rudnickas said.

"The 'Rent a Hasselblad' program is designed to change that," he continued, "and we're looking forward to seeing what photographers are able to produce having easier access to our photographic tools."

For more, see Geek sister site PCMag's review of the Hasselblad X1D-50c (which received a three-out-of-five "good" rating from resident shutterbug Jim Fisher).

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Source: Rent a Hasselblad, Because No One Can Afford a $9K Camera