Fujifilm unwrapped the latest addition to its GFX range of mirrorless digital cameras, the GFX100 II at a packed Sydney event for media, consumers, retail partners and influencers.

“Traditionally, large format cameras have largely been slow, but we have packed more technology features at an accessible price into the GFX100 II to challenge this,” Fujifilm Electronic Imaging general manager, Shaun Mah told Appliance Retailer.

“All the issues we had previously around speed, flexibility, modality has gone into this professional camera, and everything consumers wanted, this camera can do now. There is no other large format camera on the market at this $12,599 price point. It unlocks all possible boundaries for creators and is the most powerful and adaptable camera the company has released. It is faster, more flexible, with improved speed, auto focus and video capabilities,” he said, “Four cameras in one depending what is being used.”

Adding to the ‘wow factor’ is a new high-speed 102MP image sensor and high-speed processing engine that has led to the enhancement of recording performance in 4k/60P and for the first time in a GFX system, supports 8K/30P. The camera weighs in at just 1kg with new design features including a large sub-LCD, tilted top panel and textured finish. A new dust and water-resistant vertical battery grip that can operate at -10℃ is an optional accessory for RRP $899.

Fujifilm Electronic Imaging general manager, Shaun Mah presenting at the launch event.

As well as professional photographers and videographers, the camera is aimed at the enthusiast coming from a DSL or full-frame background who wants a camera that can go deeper, with the large format sensor and image and capabilities unlike anything else, Mah said.

And contrary to popular belief that smartphones are a competitor to the photographic category, Mah believes they have become a gateway. “Once the younger generation of consumers get a taste of photography, they discover a new-found passion that opens up photographic possibilities.”

Close-up of the Fujifilm GFX100 II camera.

Sales are strong with significant increases in market share, branding and awareness. “Consideration is up across all metrics, and we are making a lot of headway in this market.” The opening of the House of Photography retail store in Sydney has proved a winner too. “Shoppers are finding they can get all the information they need about photography however long it takes for them to make an educated choice,” he said.  

Consumer advertising and promotional support is the biggest for Fujifilm in three years, national marketing and category manager, Leanne Hughes told Appliance Retailer. It includes partnering with Dan & Zora from Poetry in Motion showing the technical capabilities of the camera, landscape photographer Glenn McKimmin’s project in Kenya and bird and wildlife photographer Shelly Pearson, who will make appearances in ‘touch and try’ events for customers in selected stores.

There is also activity across key social media channels including Facebook, Instagram, YouTube and LinkedIn. “We are working closely with our specialty retail partners, creating content for their requirements with new banners, floor decals, window displays and new display stands. It’s all about elevating our physical awareness in-store,” she said.