Subj : Panasonic cuts prices of full-frame lenses  here's why Sony, Cano
To   : All
From : TechnologyDaily
Date : Tue May 09 2023 15:15:03

Panasonic cuts prices of full-frame lenses  here's why Sony, Canon and Nikon 
should be worried

Date:
Tue, 09 May 2023 14:00:09 +0000

Description:
The price of three of Panasonics S-series full-frames lenses has been reduced 
dramatically; the S Pro 24-70mm F2.8, S Pro 70-200mm F2.8 and S 70-300mm 
F4.5-5.6 Macro.

FULL STORY
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Alongside revealing fresh details about the Panasonic S5 IIX full-frame 
mirrorless camera and a firmware update 2.0 for the S5 II which unleashes 
Blackmagic Raw (BRAW) and ProRes RAW video recording, the Japanese camera 
maker has announced an aggressive repositioning of some of its popular 
full-frame lenses. 

A mirrorless camera and accompanying lenses fit for professional video 
productions can cost an arm and a leg. Prices seem to get higher and higher 
as camera tech improves, despite the challenging current economic climate  
and so Panasonic slashing the prices of key lenses is a breath of fresh air. 

Three of Panasonics leading full-frame lenses will now cost up to 28% less, 
and are as follows; Panasonic S Pro 24-70mm F2.8 2,199 > 1,799 Panasonic S 
Pro 70-200mm F2.8 2,599 > 2,009 Panasonic S 70-300mm F4.5-5.6 MACRO O.I.S 
1,259 > 899 

The 24-70mm and 70-200mm lenses are the mainstay of event and wedding 
photographers and filmmakers. Before these price reductions, the brands were 
on a similar playing field (except Canon) as you can see in the table below. 

Rivals Sony, Canon, and Nikon  none of whom are known for being cheap  now 
have a competitive pricing dilemma, and really should follow suit. 

Nikon does run promotions on lenses, as does Canon from time to time. But 
these are usually temporary deals, while Panasonic has permanently shifted 
the price point of these lenses. Whether we will see other brands follow 
Panasonics lead is to be seen, or if Panasonic will extend this repricing to 
other lenses. 

Not only do some of Panasonics lenses now cost a lot less in Europe (we're 
yet to hear if these price cuts will be rolled out in the US or Australia), 
but its cameras are to be taken very seriously too. 

In the S5 II, Panasonic finally implemented phase detection AF, which brings 
its continuous autofocusing for video up to speed with rival systems. Now a 
new supercharged version for video production  the S5 II X  with 
class-leading video recording modes, leaves the similarly priced Sony A7 IV 
in the shade. 

For now, price cuts are a promising move and we can hope for more of the same 
across the board. It's also Panasonic laying down another gauntlet  its 
camera system should be taken seriously, and we can reasonably expect more 
first-time buyers in video production to opt for Panasonic ahead of its 
rivals.



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Link to news story:
https://www.techradar.com/news/panasonic-cuts-prices-of-full-frame-lenses-here
s-why-sony-canon-and-nikon-should-be-worried


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