The previous post already has more addenda appended to it than a David Foster Wallace novel, so let me just separate this out: the lenses for the new Hasselblad X1D are made by Nittoh Kogaku in Suwa, Japan; the body is a Swedish design and is made in Gothenburg, Sweden. In other words, it's a proper Hasselblad to the manor born.
One of about 50 of the first "civilian" Hasselblads, the 1600F of 1949, designed by Viktor Hasselblad and Sixten Sason, with a Kodak Ektar lens. The basic design had many permutations and refinements over many decades, but always remained recognizable
The term "handmade," which Hasselblad pointedly repeats in many places on behalf of the X1D-50c (note engraving in top picture), might be just a wee tad disingenuous...many consumer electronics products including most cameras and lenses are assembled by hand because there's no other way to do it, as numerous "factory visit" videos make clear.
...But let's give 'em that one. "Handmade in Sweden"...yep. Check. Not a Sony with makeup like the ill-advised Lunar nonsense, and Fuji (which made the much-beloved Xpan once upon a time, among other things) is not involved.
So for those who care about such things (some people don't, but some people do), the X1D is a real honest-to-Odin Swedish Hasselblad. As for the lenses being made by Nittoh, it fits precedent. The lenses for the earliest Hasselblads were made by Eastman Kodak in the USA, and then for many years Hasselblad had a very successful cooperative agreement with Carl Zeiss of Germany. The outsourcing of fully dedicated lenses is right in line with Hasselblad's proud—and longstanding—traditions.
(Thanks to Darlene and Jeff)
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Featured Comments from:
Christer Almqvist: "Sixten Sason, who designed the original Hasselblad, also designed the first SAAB car, among other things."
Verve: "The outsourcing of lenses is part of Hasselblad's tradition, as is the outsourcing of sensors. In the past, one would likely use a Hasselblad with Kodak, Fuji, Ilford or Agfa film. Today one uses a Hasselblad with a Sony sensor."