Was This the Right Leica?
Leica today announced the camera they've been teasing as the Mini M: the Leica X Vario Type 107.
Yikes, what a name. Mini M was much more evocative, wasn't it? So right off the bat the first disappointment comes with the name, of all things. As we all expected it wasn't an "M" (which implies rangefinder), but an "X" (which implies large sensor compact).
As a large sensor compact (APS sized, 16mp), the new X Vario immediately joins the rest of the rush (see my previous article), but as I noted there, with large sensor compacts generally the way you choose them is with the lens. And the X Vario's lens leaves a few things to be desired...
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...When you're designing something, one question you have to answer is "why would anyone buy this over another product in the category?" The answer here, it seems, is "because it says Leica on the front." But I'd dispute whether that actually works all that well. Indeed, Leica themselves long ago started down the road to custom, special order cameras just to stay in business (and they still do that). What makes me think we're going to see custom versions of the X Vario? Rich Corinthian red leather versions? Shiny polished brass with custom engravings versions? And don't let Hasselblad near it with their Bejeweling gear.
Now I suspect that Leica's thinking was this: we need to find ways to get people who can't afford an M to buy a Leica, and we've got some big gaps between those Panasonic cameras we re-badge and the M, and the X Vario fills one of those gaps. Not very inspired product management, in my opinion. Again, the question is "why would I buy this over something else?" And my answer at the moment is: I wouldn't. We'll see for sure when the product ships and we can review it.