Bronica SLR cameras discontinued - press release

[dai_hunter]

http://www.tamron.com/news/corp/bronica_discontinuation.asp

 

Tamron News & PR

 

Contact:Lisa Keller

Internet/PR Supervisor

(631) 858-8409

evans@tamron.com

 

Press Release

 

TAMRON ANNOUNCES THE DISCONTINUATION OF BRONICA SLR CAMERAS

 

SALES DECLINE IN THE DIGITAL AGE FUELS THE DISCONTINUATION

OF BRONICA MEDIUM FORMAT SLR PRODUCTS

 

Commack, New York, October 1, 2004 ? Mr. Morio Ono, president of

Tamron Co., Ltd., Ohmiya, Japan and Mr. Takashi Inoue, president of

Tamron USA, Inc. announced the worldwide discontinuation of Bronica

SLR cameras and accessories as of October 31, 2004. The Bronica RF645

Medium Format Rangefinder will continue to be distributed globally and

Tamron USA, Inc. will offer the current rebates on that product line

through 6/30/05.

 

"Since the advent of digital photography, medium format sales have

declined at a rapid pace. Imports today are just a fraction of what

they were even two years ago," stated Inoue. "For Bronica, that slip

has been faster since our core customer base, portrait and wedding

photographers, has adapted well to digital SLR equipment."

 

"These photographers are now providing customers with a quality and

cost-efficient product that has virtually eliminated their need for

the higher quality results that medium format film or digital backs

can provide," added Stacie Errera, Chief Marketing Officer. "While

some customers are faithful to the format, the current sales volume

and devastating purchasing forecasts cannot sustain the production of

Bronica SLR products."

 

Tak Inoue stated that with the discontinuation of Bronica, the company

is now in a better position to dedicate even more resources to

developing optics for the digital age, particularly those for digital

SLR cameras, currently the fastest growing segment of camera products

according to industry analysts.

 

Customers may continue to purchase Bronica SLR products through

11/15/04 and qualify for the current Bronica SLR rebates. Tamron will

post a list of dealers with substantial Bronica inventory and users

are suggested to contact these dealers to purchase equipment. If the

dealer does not have what the customer is looking for, Tamron USA,

Inc. will make special accommodation sales to the customer directly at

the current published Minimum Advertised Price less any applicable

rebate. After 11/15/04, Tamron USA, Inc. will no longer sell any

Bronica SLR inventory to customers. In order to claim a rebate for

merchandise purchased through a dealer by 11/15/04, Tamron USA, Inc.

must receive the redemption request by 11/30/04 to qualify. Purchases

made after 11/15/04 at a dealer with inventory will not be applicable

for any rebates.

 

Repair service will continue for seven years as is mandated by law.

Any new Bronica SLR equipment purchased after October 31, 2004 ? the

official date of discontinuation ? (through Tamron or any dealer by

11/15/04 or any dealer thereafter) will carry a one year limited

warranty from date of purchase. However, all warranty and

out-of-warranty repair service obligations will cease on October 31,

2011, regardless of purchase date.

 

Customers can contact Tamron's Service Department at 1-800-827-8880

with any repair or parts concerns.

[chip l.]

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