Zeiss: “When we say we are committed, we mean it.”

ThePhoBlographer posted an interesting article about Zeiss future in the photography business. They also had a chat with Joachim Kuss, Head of Communications for the ZEISS Consumer Markets Segment. He said:

“When we say we are committed to the category and to enabling consumers around the world to take stunning photos and videos with our products, we mean it.”

But as ThePhoBlographer noticed Zeiss did not announce any new lens in four years and some of the lenses they sell are no more updated through regular new firmware releases:

Despite this, Zeiss continues to offer holiday discounts on their existing product line — selling products that no longer have a record of support on public forums.

I have mixed feeling on Zeiss communication: YES I am sure they will keep selling their currently available lenses. But they are getting “old” with most of them not getting FW updates, with the competition often surpassing them in terms of image quality and autofocus performance. I recommend you read ThePhoBlographers article because at the end he created a complete picture with many interviews!