It's been about 8 1/2 years since the M8 was introduced. It took that long for the marketing strategy of implying Leica M film camera excellence automatically translates
completely to Leica M digital camera excellence to become ineffective.
Of course optics excellence is a completely different matter.
At any rate, leveraging the M film camera engineering and mechanical superiority to sell digital cameras served Leica well. Good for them. It would be wasteful to have done otherwise.
Unfortunately there didn't seem to be resources or the will to modernize the M digital camera data stream. The recent defective M9 sensor replacement debacle and other reliability issues accelerated the ineffectiveness of leveraging mechanical M body excellence as a marketing tool.
At the same time, stagnation in global digital camera sales (just look at Nikon's 3 yr
stock chart) combined with the slow, yet inevitable realization by consumers that Leica makes a mediocre digital body (with a well-engineered optical rangefinder) is a devastating combination. The M240 is too little too late (mostly too late as the M240 data stream is currently competitive). Where is the monochrome CMOS sensor camera? Where is the ME CMOS sensor camera? Instead we are offered the pretentious Kravitz model.
The fact is Leica's business model requires digital M cameras to be purely value-added products while their competition's products are essentially commodities. For instance, all current DSLRs and mirror-less bodies offered by Leica's competitors provide essentially identical price
😛erformance ratios. When you pay extra for a Leica M, you buy features that are unavailable on other brands - namely a mechanical optical rangefinder focusing system and a lens mount/sensor system compatible with M/LTM optics. While the former remains unique, the latter has become feasible with other brands. You also pay extra for design and engineering excellence which was most recently undermined by M9 sensor defect embarrassment. It seems we are now at the point where the competitive advantage of Leica's value-added features has diminished.
A crisis often creates authentic opportunities. A financial partnership with Panasonic or another large imaging corporation with deep pockets and and extensive excellence in digital electronics engineering could ensure the Leica brand continues for decades. New competitive Leica products could eventually subsidize the availability of the traditional, beloved M body form. At least that is the outcome I prefer.
Beginning with the M8's arrival, I could afford a new digital M body. I look forward a time when I can judge the M digital body to be a competitive, value-added purchase. The money is in the bank waiting to be spent.