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Bronica medium-format SLRs to be discontinued

Bronica medium-format SLRs to be discontinued - Sales decline in the digital age fuels the discontinuation of Bronica medium-format SLRs

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Category : Medium Format
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Mr. Morio Ono, president of Tamron Co., Ltd., Ohmiya, Japan and Mr. Takashi Inoue, president of Tamron USA announce 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.|

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