Fujifilm Manager: X and GFX Series Hold 40% Market Share (Excluding Full Frame) but Struggle a Bit with Product Availability

The French website Phototrend had the opportunity to interview Franck Bernard, Director of the imaging division at Fujifilm France. You can read the full interview here and the summary below.

• Fujifilm is doing very well, both X and GFX series
• the only things Fujifilm suffers from a little is the availability of products
• Based on GFK data (largest German market research company), outside of Full Frame, Fujifilm is market leader with 40% market share thanks to X and GFX system
• X-M5: there was still demand for cameras in this price segment especially among young people
• AI will only bring benefits to the photographic business in general, and especially on the print side. Facilitate the production of a photo album, with a minimum of clicks: AI will be able to help us a lot
• XF16-55mmF2.8 II completely redesigned lens
• next generation linear motors used on XF16-55mmF2.8 II  are smaller than the ones in the older generation
• improvements in ED, Super ED and aspherical lenses has also allowed to reduce weight and gain compactness
• no OIS because most Fujifilm cameras now have IBIS
• X-M5 comes in brown package to reduce Co² emissions (reduce colors, packaging, carton consumption and, if possible, the number of cables)
• film simulation contribute the the “return to film” trend. But while there is a notable resurgence of interest in film photography, especially among younger people, its impact should be viewed with caution, as the market remains limited to specific products like disposable cameras and film
• Fujifilm has no new film camera on the agenda
• success of X100VI was unimaginable. The X100VI is an iconic product
• X100VI production has been increased, but supply is complex and deliveries are not made overnight
• X100VI is not cannibalizing sales of other Fujifilm cameras

I don’t know if the GFK data is for France or Europe only, or if it is about worldwide data. But 40% market share outside of Full Frame might not be a horrible position to be in.

Unfortunately, Fujifilm has been heavily impacted by shipping challenges. Even if I were to underestimate the numbers, it’s likely that if all the X100VI, X-T5, X-E4, and other cameras ordered had been shipped in a timely manner, Fujifilm’s market share outside of full-frame cameras could easily be 60% to 70%.

But it is what it is.

I get that Fujifilm can’t suddenly build four new factories just because they’ve become a trendy brand. There’s the risk that, once the trend fades, they’d be left with four underused factories, turning it into a poor investment.

So they have to increase the production with what they currently have available in terms of manufacturing power.

But then I don’t understand decisions like keeping the old XF16-55mmF2.8 still in production (according to reports at CineD) even though there is now the new XF16-55mmF2.8 II on the market.

Wouldn’t it be better to focus the limited production capacity on making more lenses of the new version? Or stop making the old XF16-55 and free up manufacturing power to make the one lens that has become almost impossible to find all over the world, the Fujinon XF27mmF2.8 R WR.

With a few more strategic decisions, I believe Fujifilm could improve the ongoing supply shortage situation.