When HASSELBLAD‘s new owner, private equity firm Ventizz, decided to end its storied V-System medium format camera line for good last April, the decision was met with condemnation. Yet, even die-hard fans knew the company was struggling against the onslaught of more advanced digital SLR technologies and smartphones. With today’s introduction of the new HASSELBLAD HV, the company hopes it will reclaim its place in the imaging industry once again. Machined from titanium, aluminum, and coated with several layers of PVD, the HASSELBLAD HV can deal with extreme temperature fluxes, anywhere from -40°C all the way to 80°C, yet the camera’s weight hardly registers. Thanks to its intuitive controls and well-placed toggle wheels, operating the HASSELBLAD HV is very similar to any other DSLR. Most importantly, the pairing of the new 24.3 megapixel full-frame image sensor and Carl Zeiss 24-70mm lens from Sony means an image quality on par with the rest, even exceeding in some cases. Capable of 35mm full-frame video in HD, the HASSELBLAD HV will be available soon for a retail price of €8500 EUR (~$11,500 USD).