Fujifilm UK Manager says Fujifilm Ranks 3rd in UK, X100VI Waiting Decreased, X-Pro/X-E Love and a Surprising Best Seller

Theo Georgiades, general manager of Fujifilm Imaging Solutions UK, gave an interview to amateurphotographer which you can read here.

Most surprising to me: this camera here is the 3rd best selling Fujifilm camera in UK after the X100VI (1st) and X-T5 (2nd)

In short:

Market Share

Our recent product launches have really set us apart from other brands… we’ve always been a bit different.
(Fujifilm launched the Fujifilm X100VI, X-T50 (with film simulation dial), GFX100SII (medium format) and X-M5
We’re trying to create our own niche in the marketplace
Especially in the UK, Fujifilm has proven that we can be strong on our own without having a full-frame offering.
Fujifilm is now number three the UK market in terms of sales value, behind only Canon and Sony
That includes all camera types, including compacts

X100VI Demand

X100VI was a huge success and GFX system is growing
The demand for the Fujifilm X100VI was not underestimated but exceeded expectations.
Forecasting for a new product launch is approached prudently to avoid overstocking.
The launch day response for the X100VI was unprecedented, with overwhelming orders globally.
Criticism of planning is deemed unfair, as it overlooks the complexities of the background processes.
Fujifilm quickly recognized the unexpected demand and acted swiftly to increase production.
Developing and launching a camera takes up to two years, making rapid supply increases challenging.
Fujifilm began ramping up production within days of the X100VI’s announcement.
Since September, allocations to retailers have increased, and waiting times have significantly decreased.
Customers now experience shorter wait times of a couple of months instead of six, despite high demand.

Best Sellers

in UK, the X100VI surpassed sales of X-T5, although they are pretty close
X-T30 II is third, which went viral similar to X100VI
X-T50 had a really good start, then a bit of a dip, and has now started to pick up again

Film Simulation Dial

X-Pro and X-E line

Fujifilm has plans for new X-Pro and X-E cameras.
The Covid lockdown caused semiconductor costs to skyrocket, impacting production timelines.
Rising costs forced all brands to reprioritize product development cycles
The X-Pro and X-E series remain important to Fujifilm and are valued by the company and enthusiasts alike.
Development takes time, but Fujifilm is committed to these camera lines.

So the Fujifilm X-Pro and X-E line will both continue and Fujifilm says “we love those lines“. So they both will continue.