Nikon cannot give a straight answer on their DX strategy

Maybe is the translation or maybe is just me, but I cannot make any sense from the answers Nikon representatives gave to dpreview during an interview at the CP+ show that just got published online today - see for yourself:

Can you give us a description of your strategy for APS-C vs. Full-frame DSLRs? How do you see those two product lines developing?

We consider both formats important for us. It just depends on the application on the part of the users, and it also depends on what needs the customer has. But we consider both lines important. As for future product line, we are sorry we cannot answer that question.

Nikon continues to create many more FX format lenses than DX. Does this signify a different approach to the two platforms?

We don’t consider that we manufacture more FX than DX lenses; we’ll focus on both.

So the different number of lenses released for the two platforms – does that mean you’ve had more work to do on full-frame? 

We don’t feel we have more FX than DX products now; we have a full line-up in FX as well.

Do you think there’s space in your DX line-up for a professional DX camera? Something to directly replace the D300S?

We have top-end for FX, but we don’t have one for DX. Canon has an equivalent [professional DX] product – the 7D Mark II – which [I assume] is why you ask this question. We will not deny any possibility of developing further lineup in DX, and any range in the future.

So FX is not your professional product, and DX is not your consumer product?

No, that’s not how we see these two ranges.

Via Dpreview

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  • mer43

    So sad to see Nikon’s response to this market. Long time reader. First time poster.

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  • RBR

    The translation is quite simple. Nikon continues to rudderless, clueless and undecided what to so because they don’t know what they are doing.

  • Espen4u

    That was like saying nothing at all. At least Nikon acknowledged that Canon made a d400 before them, so i guess they now have to follow suite. But even so the glass is’nt there for a new d400. So I’ll hope for their sake that they adress that too, otherwise the sales of a new d400 wo’nt be that stellar.

    • Despite everybody thinking that Nikon’s answers are completely wishy-washy, (which they kind of are) …I think Nikon has repeatedly hinted that the D7100 / D7200 are not meant to be 7D / 7D 2 killers, or ultimate / flagship DX bodies.

      I think they are simply unable to speak as freely as smaller companies like Sigma and Fuji are. This is pretty normal for Canon, too. They simply cannot afford to say “Yeah we’re considering making a D400” because they know it will significantly dent D7200 sales, like, immediately.

      This is just the drawback of buying products from a major company like this.

  • Curse you Nikon… I already switched to the 7D MK II, iff you are stupid enough to make your customers angry.. go for it… but you will loose this customers

  • outkasted

    So ya’ll know what is going to happen right? Nikon is planning to release the Nikon D5 and D500/ D400 at the same time. The D3/D300 launch was Nikon’s most successful IMO. It left an imprression on Sony and Canon because they both did the same thing.

  • Hector

    I do like the DX format: camera size and weight is important for me and dedicated DX lenses build over this benefit. Moreover DX camera sales drastically outnumber FX camera sales…

    Nikon’s strategy seems to be to push buyers into full frame but I think they would make more money selling these people decent DX 18 and 24 mm primes rather than expecting them to spend three or four thousands of dollars.

  • alreadyupsidedown

    Don’t worry guise, I’m sure Nikon is hard at work creating a few more plasticy 18-XXmm f3.5-5.6 zooms to add to their already illustrious collection…
    18–55 mm f/3.5-5.6G ED AF-S DX
    18–55 mm f/3.5-5.6G ED AF-S II DX
    18–70 mm f/3.5-4.5G ED-IF AF-S DX
    18–135 mm f/3.5-5.6G ED-IF AF-S DX
    18–55 mm f/3.5-5.6G AF-S VR DX
    18–55 mm f/3.5-5.6G AF-S VR DX II
    18-105mm f/3.5-5.6G ED VR
    18-140mm f/3.5-5.6G ED VR
    18–200 mm f/3.5-5.6G ED-IF AF-S VR DX
    18–200 mm f/3.5-5.6G ED-IF AF-S VR DX II
    18–300 mm F 3.5-5.6G ED-IF AF-S VR DX

    • KnightPhoto

      You forgot the:

      18–300 mm F 3.5-6.3G ED-IF AF-S VR DX

  • captaindash

    I’d say I’m over it and am switching, but Canon doesn’t seem to have the sensors, and Nikon is missing the features. WTF? I’m glad the 7DII doesn’t have a tilt screen or my hand would be reaching awkwardly for my wallet.

    And please don’t comment on the flippy screen thing. Yes, they are amazingly handy for some people. I’m one of them. I had some idiot the other day comment back how they were only good for video or newbs. I just rolled my eyes and felt bad for what was probably his perfectly exposed, perfectly colour balanced, boring-ass portfolio.

    • spicynujac

      My solution is I will likely buy a used D5300 since they can be had body only for $500+. That will tide me over until I see if Nikon releases a body with new DX sensor with pro controls, including tilt. D5300 has more features than I think any other Nikon: GPS, Wifi, flip screen, Expeed 4. The bad news for Nikon is they get no more of my money this way!

      • captaindash

        The 5300 will give you the pretty much the same stills as any D400, so if you don’t need all the external controls, speed, nor AF in-body, then the 5300 is just fine. My gf has one and I’m shocked at how much I liked it. It definitely got rid of some snobbery I had surrounding low end bodies. Even her 3200 is pretty good if you custom set a button for ISO (although ISO on that body is only in full stops).

        • Coolhand

          Exactly. I got tired of waiting for a D400 to replace my aging D200, so I got a D5300. Once you get it setup, it’s a wonderful little thing.
          If only Nikon would upgrade the firmware so that the GPS-unit can download it’s A-GPS file via the built-in WiFi..
          They can keep their D400 for all I care now.
          And I can only dream of a Nikon equivalent of the Canon EF-S 24/2.8 STM.
          For wideangle I went with Samyang 14/2.8. A little gem of a manual lens. Since Nikon won’t provide, they won’t sell, at least to me.

  • torwag

    Read between the lines…. if the translation is somehow accurate and this Nikon representatives was Japanese (a culture defined by strict politeness rules at least for business) it translates to the following…

    Fuck off, I do not want to answer your question!

    Either the dpreview author made him somehow angry or he was just unlucky to get an dick head as interview partner.

  • drhaasmn

    So – You admit to confirming denying that you know what is coming?

    “Huh? – No”

    Then you deny knowing what is coming and refuse to comment on products?

    “What? No – that isn’t what I meant”

    I’ll go with No Comment.

    Clear as mud… Nikon views the 7dm2 as a pro body and admits they don’t have an answer for it.

  • Strange questions by dpreview. I don’t know what they hope to gain by badgering a Nikon rep. Why would a professional want a DX sensor? It has no advantages and several disadvantages compared to FX sized sensors. Professionals make money with their cameras so cost is an issue only to the point where quality and sale-ability of the images is impacted. Also, it’s pretty obvious that Nikon has a fantastic range of cameras from FX down to DX at a lot of different price points. Not sure the reason to specify “professional” vs. “consumer” assignments on them.

    Nikon has never said what their future plans are for product lines. Not sure why reporters continue to ask. The only time they reveal plans is after a press release.

  • isoruku yamamoto

    Can someone explain why Nikon has refused to give us an idea of whether they plan a D300s replacement for these many years? They aren’t running a laser defense system for the Klingon government, after all – it’s OK to tell us what you intend, Nikon. (Unless, I suppose, they have no intention of ever making another pro APS-C camera, in which case being coy might be a strategy designed to stem any further defection to other makes for as long as possible.)

  • reklov

    Seems clear enough to me. Ask me no questions and I’ll tell you no lies.

  • Man Beadle

    “Basically, It’s called ‘Planned Obsolescence’, you early adopter dweebs. We never expected the DX format to last say 70 years or more, just under two decades was enough for us to squeeze” – Head of Nikon

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