The new Leica X Vario is an interesting camera. Basically a Leica X2 with a 28-70mm
equivalent lens with a rather slow f3.5-6.4 maximum aperture. Not a lot for the Leica fan boys to really
write how about, but honestly that's not Leica's target market.
This little (fictional and rather stereo typed) story
illustrates who I believe Leica is targeting.
A well off woman walks into a Leica boutique store and
starts looking around, not really sure where to start.
"Can I help you?" asks the Leica salesperson
"Yes, I was looking for a better camera than this one
(pointing to a Canon point and shoot from her handbag), and my photographer
friend (who she's having an affair with) says Leica makes the best camera there
is. Can you show me what you have?"
"Of course, but first can you tell me what you need
from your camera?"
"I don't want it to be too big, it has to have a zoom
lens and it has to be the best camera I can possibly buy."
"I see. Well,
our flagship M 240 only comes with prime lenses (ed: WATE and MATE be damned), our
S series is very large and our X2 only has a fixed lens. Therefore I would like to recommend that you
take a look at our newest camera, the Leica X Vario. It has all the quality of our flagship M ,
and has the best quality zoom lens of any compact camera that you can buy
(quite true)."
"Wow! Its beautiful! And it will take great pictures?
"Absolutely!"
"Great! I'll take it!"
That's right, this camera is for rich people who have to
have the best, and/or a high end label like Leica. The traditional Leica buyers just won't get
it, as it is really not meant for them.
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| Fuji X100 |
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