Nikon Predicts Domination of the Full-Frame Market


Bold plans and grand visions often accompany success.

And, apparently, the Z6 and Z7 full-frame mirrorless cameras are selling really, really well. Because Nikon is talking big these days.

nikon z
Image via Nikon.

The company has set their sights on conquering the full-frame market “very soon” according to recent reports.

This comes after everyone and their mom released new mirrorless cameras to compete with Sony this year. But PetaPixel, citing an interview DPReview did with multiple executives at Nikon, plots a more transformational course for the company.

Discussing sales targets for its new cameras, Nikon said: “Our goal is to become number one in the full-frame market for both mirrorless and DSLRs…we will make every effort to hit the target of being number one as soon as possible. We believe that we can achieve the number one position maybe quite soon.”

Also, not surprisingly, mirrorless camera sales have not impacted DSLR camera sales, “Since DSLR and mirrorless have their own benefits and merits, they can co-exist, and they will…However, it’s unavoidable that the market will shift more and more towards mirrorless. Right now, mirrorless market share is around 40% but by 2020 and afterwards we expect that mirrorless will surpass DSLR.”

Canon and Nikon’s efforts in the full-frame mirrorless segment have eroded segment leader Sony’s marketshare in Japan down from a commanding 99.5% to 67% only three months after the debut of devices from the two companies. Canon and Nikon, for their share, command 22.1% and 10.4% of that market.

But, like PetaPixel points out, Nikon isn’t the only company with grand ambitions. That isn't surprising given that 2018 was a year for gear if ever there was one.

Sony also has plans on becoming the world’s biggest – but their goal is to become the biggest maker of cameras, period, and the “top brand in photography” by 2021.

You can read the full interview DPReview did with Nikon executives by clicking here.

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