Editing Hasselblad (section)

=== Sony ===
[[File:Hasselblad Stellar in the exhibition case.jpg|thumb|right|[[Hasselblad Stellar]]]]
In 2012 Hasselblad began marketing redesigned versions of [[Sony]] digital cameras.

At the [[photokina 2012|2012 photokina]] trade show in Germany, Hasselblad announced it would release a new [[mirrorless interchangeable-lens camera]] (MILC) using the [[Sony E-mount]]. The camera, called the [[Hasselblad Lunar|Lunar]], is based on the [[Sony NEX-7]], including its 24.3 MP [[APS-C]] sensor, processing engine and user interface. The Lunar, which is marketed as an "ultimate luxury" model, was released in summer 2013.<ref name="DPReview Lunar"/>

On 23 July 2013 Hasselblad announced the [[Hasselblad Stellar|Stellar]], a "luxury" compact digital camera based on the [[Sony Cyber-shot DSC-RX100]].

On 3 February 2014, Hasselblad introduced a restyled [[Sony α99]] as the Hasselblad HV. According to the company's press-release, their version of the α99 is "tough as nails", featuring more robust construction than the original.<ref>{{cite press release |url=http://press.hasselblad.com/press-releases/2014/2014-02-03_pr_hv.aspx|title=Hasselblad – Create To Inspire|publisher=press.hasselblad.com|access-date=2014-06-29|archive-url=https://web.archive.org/web/20140424185652/http://press.hasselblad.com/press-releases/2014/2014-02-03_pr_hv.aspx|archive-date=2014-04-24|url-status=dead}}</ref>

On 26 November 2014, Hasselblad announced the Stellar II based on the DSC-RX100M2. No further rebranded Sony products have been released by Hasselblad.

Unlike Leica in a similar partnership with Panasonic, Hasselblad did not make claims of reprogrammed image processing. The company, however, used the same marketing strategy, selling the [[Original equipment manufacturer|OEM]] cameras under their brand at the prices two or three times higher than those of the original Sony cameras.<ref>{{cite web|url=http://www.dpreview.com/articles/3073439251/sony-slt-a99-is-next-to-get-hasselblad-remake|title=Hasselblad HV is restyled Sony SLT-A99 with 'tough as nails' construction|website=dpreview.com}}</ref>