DPR: Toshihisa Iida Interview, X-T4, X-H Line, X100V, GFX, Third Party Glass, Mark II Glass, and More


DPR interviewed Toshihisa Iida, General Manager of Fujifilm’s Optical Device and Electronic Imaging Products Division via the phone since the photo shows have been canceled and he offered some incite, which you can check out below or read in its original format here.

COVID-19 (Coronavirus)

  • Fujifilm is still operating under restrictions
  • Manufacturing was affected in February
  • Fujifilm is almost back to full-scale operations while working with strict health management processes provided by the Chinese gov
  • Confident they can launch X-T4 at scale during the end of April
  • Sales have slumped during the downturn in the US and Europe, which affects warehouses and logistical operations
  • On the service side Fujifilm can still offer after-sales service in the US and Europe
  • Fujifilm as a company is healthy because of how diversified they are and the medical division is booming with Avigan
  • Toshihisa Iida thinks it is important to focus on peoples health and we hope demand returns after this is over
  • The Olympics being postponed will affect Japan’s entire economy because many people were invested in the game coming this year
  • When it comes to imaging there are many broadcasting businesses postponing or canceling orders that Fujifilm was getting ready for the Olympics
  • COVID-19 is definitely more serious than the 2011 earthquake and tsunami because this is a long term disruption
  • “COVID-19 is affecting everything, worldwide.”

Fujifilm X-T4 / Fujifilm X-H2?

  • Fujifilm X-T3S was considered, but New Shutter, IBIS, new battery were enough changes to use X-T4.
  • X-T4 IBIS is completely redesigned, plus used new parts and even fewer parts
  • X-T4 IBIS about 30% smaller and 20% lighter than X-H1
  • X-H1 and GFX100 expertise in R&D were needed for X-T4
  • Fujifilm is still working on the X-H line to innovate
  • The X-H line will be very different than that X-T series

Fujifilm X-T3

  • Would like to provide features from X-T4 on X-T3 in a firmware update, but they have other priorities at this time
  • X-T3 will sell alongside X-T4 because both are great cameras

Fujifilm X100V

  • X100V has been well received, but the February launch had a limited shipment size so they are still back-ordered
  • Fujifilm wants every photographer to be able to enjoy the 4k movie experience
  • Proud of the X100V video improvements and it helps make the camera futureproof

Fujifilm GFX100 / GFX50S / GFX50R

  • GFX100 has sold about 50% more than anticipated
  • GFX100 was received very positively and they are just catching up on it being back-ordered
  • Sales numbers have been very good and feedback has been good
  • IBIS and AF are the two most liked features, but all of the feedback has been positive
  • The photographers into GFX100 are been fashion, commercial, landscape
  • Aerial and archival photographers are now getting interested
  • Some customers are testing GFX100 for film making, but they don’t know how many are using it for video at this time
  • Premista cine glass may be able to be converted to cover GF mount with an adapter (Previously confirmed to cover GFX)
  • Fujifilm is happy with GFX being Rangefinder and SLR style
  • Fujifilm currently has no plans for a fixed lens X100 style GFX because it would need its own lens development team
  • Fujifilm’s current priority is expanding the GF lens lineup
  • FUJINON GF 80mm f/1.7 R WR is their current priority, but they will listen to customers
  • The GFX50S and GFX50R are loved, but Fujifilm would like to improve the AF speed
  • AF is top of the list for improvements to GFX50S and GFX50R

Markets

  • High-end sales are pretty consistent around the world
  • High demand for GFX in China
  • Entry-level models like X-A7 and X-T200 are big in Asia
  • Asia is major for entry-level and GFX
  • COVID-19 dropped GFX sales in China for the month of February
  • Online has been pretty solid even with COVID-19

Third-parties

  • Fujifilm has opened pretty much all of their specifications for third-party manufacturers like DJU and Rode
  • Fujifilm is being proactive about talking with third-parties
  • Tokina announced three lenses for X-Mount tied to them opening the mount to third parties

XF Lenses

  • Fujifilm is aware that some of their older lenses need a Mark II and they will be working on new versions of many of their key lenses
  • Some lenses need new optical designs, while others need mechanical redesigns
  • If the Fujinon XC 35mm f/2 does well we could see more XC lenses

Fujifilm X-T News, Rumors, and Collaboration
Fujifilm X-T Owners Group
Fujifilm X-T Page

Fujifilm GFX News, Rumors, and Collaboration
Fujifilm GFX Owners Group
Fujifilm GFX Page

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Fujifilm X-T4 Preorder: B&H Photo / Amazon / Adorama
VG-XT4 Vertical Battery Grip: B&H Photo Amazon / Adorama
NP-W235 Battery:  B&H Photo / Amazon / Adorama
Fujifilm BC-W235 Dual Battery Charger: B&H Photo / Amazon / Adorama

Fujifilm GFX100: B&H Photo / Amazon / Adorama
Fujifilm GFX50R: B&H Photo / Amazon / Adorama
Fujifilm GFX 50S: B&H Photo / Amazon / Adorama

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