Skip to main content

Drone maker DJI buys a stake in high-end camera maker Hasselblad

drone maker dji buys a stake in high end camera hasselblad inspire pro flight
DJI
The world’s leading consumer drone manufacturer has just acquired a minority stake in Hassleblad, a firm best known for its medium-format cameras and, more recently, several insanely expensive repackaged Sony shooters.

DJI, maker of the popular Phantom line of remotely controlled copters, announced the partnership on Thursday, with CEO Frank Wang describing it as an opportunity to combine the companies’ strengths “to further push the borders of what’s possible in imaging technology.”

Hasselblad boss Perry Oosting said the pair were now “looking forward to sharing technical expertise and paving the way for future innovations.”

Beyond that, the pair gave little away as to what the deal means in concrete terms, though other tidbits in Thursday’s statement hint at the obvious, that DJI is planning at some point to make use of the Swedish camera firm’s experience and expertise in hi-res photography to improve the image quality of the cameras sold with its drones.

However, with DJI’s recent release of a handheld Steadicam-like rig revealing an interest in gear separate from its drones, it’s feasible the pair could collaborate on a completely new piece of kit for photographers. And Hasselblad’s unveiling earlier this year of the A5D camera for high-altitude aerial photography certainly won’t have escaped DJI’s attention, either.

For the time being though, both companies say they’ll continue to operate as usual, focusing “on their individual strategic directions” with no plans to combine branding.

Determined to maintain its position as the leading player in the market, DJI has been steadily improving the camera tech sold with its flying machines, recently launching the Zenmuse camera system comprising the Zenmuse X5 Pro and the Zenmuse X5R, touted as the world’s first Micro Four Thirds aerial camera capable of recording lossless 4K videos in RAW.

But it won’t be stopping there. The Chinese company is constantly looking at ways to improve its imaging technology in a bid to stay ahead of competitors and increase its appeal among professional filmmakers, and with Hasselblad now on board, it’ll be hoping to make serious progress on that front in the years ahead.

Trevor Mogg
Contributing Editor
Not so many moons ago, Trevor moved from one tea-loving island nation that drives on the left (Britain) to another (Japan)…
The DJI Osmo Action 3 looks nothing like the Action 2
The DJI Osmo Action 3 in a rocky stream.

After its audaciously different and innovative Action 2 camera, DJI is returning to the roots of its action camera lineup with the Osmo Action 3. It now closely resembles the original DJI Osmo Action, including the reintroduction of the Osmo branding into its name. However, it has clearly learned a lot from the Action 2, so the camera offers some unique talents that could give it an edge over the fierce competition it faces.

The key feature that helps the Action 3 stand out from the crowd is its magnetic mounting system. This was pioneered in the Action 2, and has been refined in the Action 3 to eliminate loose connections and better withstand impacts. However, unlike the Action 2, the Action 3 no longer transmits power and data through this connection.

Read more
How to watch DJI unveil an all-new drone today
how to watch dji unveil an all new drone announcement

DJI is getting ready to unveil a brand-new drone on Thursday, August 25.

Born to fly | 8.25.22 | 09:00 EDT ⏳

Read more
DJI’s latest Mavic 3 update made me love the drone all over again
The DJI Mavic 3 in flight in front of blurred green trees.

DJI recently launched a new update for its DJI Mavic 3 drone that adds some significant upgrades to the camera. This comes after months of progress that has seen the drone steadily improved since it was released last year. In many ways, the Mavic 3 in 2022 is almost a new drone entirely compared to what it was in 2021. Here's what I consider to be the most notable upgrades to the Mavic 3 in the latest firmware update, v01.00.0700.

Spring Journeys with the DJI Mavic 3
Greatly improved GPS
The constant problem that has dogged the Mavic 3 throughout its lifetime so far has been the abysmal speed at which it acquires a satellite connection. For many months, whenever I wanted to fly the Mavic 3, I'd have to stand there and wait patiently for far too long. When trying to capture a fleeting moment, this is incredibly frustrating. However, this latest update seems to have finally solved the long-standing flaw of this otherwise excellent device.

Read more