Originally posted by *isteve Canon, Nikon and Sony are like GM, Ford and Chrysler. Leica is Porsche perhaps but Pentax ought to think more like BMW than Nissan or Toyota. BMW has been incredibly successful without ever having made a cheap car or a model range with more than 5 platforms. In fact they built most of their success with just three cars, the 3 series, 5 series and 7 series and it was the 3 and 5 that made them a global brand - and they are still independent and profitable.
During the early and mid 70's BMW established itself as maker of a series of compact Executive Sedans (2002 in NA) and larger luxury cars. Their focus was innovative engineering and marketed to the younger
driving enthusiast. Mercedes was for dad. Once these brand id's were established BMW ferociously extended the market, establishing premium desirability and pricing. In effect, the BMW of today was created 40 years ago.
To actually penetrate some segment of the pro market Pentax would need to establish a system line for that category, as well as professional support services, and technological superiority. That doesn't seem likely.
Photography was one of the first "adult toy" hardware/hobby purchases to sweep the US in the 60's, and Pentax was well positioned to benefit. By the mid-70's Pentax had a built reputation similar to BMW's, when introducing the K-mount, while hoping to extend their reputation for fine lenses. Remember the SMC coating was a big engineering deal, though it wasn't the first coating and though they bought the patents from an American company. Nikon was for pros and dad - Mercedes.
Unfortunately for Pentax, Canon had introduced the F-1 with a bayonet mount in 1971 and set about creating a massive camera
system, thus becoming a real competitor to Pentax and Nikon in the pro market, especially action shooting. Canon actually created needs (and products to meet the needs) with their system cameras. Coincidentally in the US spectator sports grew rapidly and the market for action photographs grew with it. Canon established its program of getting a body into the hands of as many visible pros as possible and selling their cameras to the
next generation of aspirational hobbyists. Just as BMW, the Canon of today was created 40 years ago.
Pentax failed to develop a true system camera to compete with Canon and Nikon, so although they competed fairly equally in new features and models for the amateur market, even answering Olympus' OM series, acceptance of Canon by professionals eventually trickled down to brand-conscious consumers.
Hoya/Pentax needs to establish a brnad philosophy, expolit that ferociously and consistently across all ranges and extend it into the future consistently and without pause. It seems thier new direction is the small, durable, sealed camera for outdoors enthusiasts with excellent lenses and excellent price to value.