Originally posted by Class A It is a big committent to optical viewfinders and the principles that led to the FA Limiteds (rendering over benchmark performance).
I like it.
Thanks for posting this info Class A.
I have watched the video and read the brand positioning statement.
My take on it is that Pentax are formalising where they have been heading for a few years now.
As every other major consumer camera maker pivots to mirrorless cameras, Pentax are planning to maintain and improve excellence in optical viewfinder SLR systems, focussing on the 'joy' of photography. As a market positioning statement, they are aiming the be for Optical SLR's what Leica is for Rangefinder's - a specialist niche company that produces high quality photographic instruments for those that want that style of photography.
It is a strategy that sees them remain in a niche, but also survive by being well differentiated from the markets major competitors.
In fact with the Pentax Values just released, it is a declaration that they are adopting a very different strategy from the major brands, and essentially starting to crave out their own niche marketplace.
I have every expectation they will be successful in achieving their Values and Vision.
Ross