Leica and Panasonic continue to collaborate on cameras

In a recent press release, Panasonic and Leica announced a “new global business alliance” to “increasingly combine their core competencies and develop new technologies and solutions”. They call the partnership “L² Technology” (known as “L-squared Technology”), for the combination of the Leica and Panasonic Lumix brands.

A history of cooperation

Leica Camera AG and Panasonic Entertainment & Communication Corporation (yes, those are the official names) have worked together for over 20 years. Since the early 2000s, they have cooperated to develop lenses, digital cameras and audiovisual equipment.

In 2018, together with Sigma, the two companies also formed the “L-Mount Alliance” which allowed Panasonic, Sigma and later Ernst Leitz Wetzlar GmbH to develop and use Leica’s L-mount for cameras and cameras. Goals.

In short, this announcement is no surprise development and actually makes a lot of sense.

The announcement of L² Technology

From what we can see, L² Technology will not be a new venture but rather represents a strategic partnership between Panasonic and Leica. The two companies will jointly invest in new photographic imaging technologies that can be incorporated into Leica and Lumix products in the future.

“We have worked with Panasonic for many years in a spirit of partnership and trust, and their vast expertise is undisputed,” said Matthias Harsch, CEO of Leica. “Combining our skills in L² Technology is another important step in the partnership and proves that the best way to address today’s camera market challenges is not to segment and specialize, but to deepen capabilities to to create solutions for the future together. ”

What does it all mean

It’s no secret that the camera market is in turmoil. The pressure from better smartphone cameras and the move to mirrorless has created a lot of uncertainty. And, as with the transition from film to digital, not all companies will survive, at least in their current form.

Leica and Panasonic are betting that by continuing to collaborate rather than compete, the two companies will be able to better manage the shape of the photography market. There are hints of what they are planning in the press release.

“With the coming era in which photos and videos are shared globally in real time, cameras must have the ability to create more impressive and breathtaking expression,” said Akira Toyoshima, CEO from Panasonic. “I have always been impressed by the high image quality and shooting philosophy that Leica has developed over its long history. I am very happy and excited to continue working with Leica to develop technology that will allow people around the world to share their emotions.

Apparently, the two companies want to use Leica’s imaging pedigree and Panasonic’s general, video and digital experience to create more capable and connected cameras. We can’t wait to see how it plays out.