Fuji announces that it wants to become No.1 in the premium mirrorless camera market

We were used to get bold statements from Samsung and Sony. But now this one sounds more…”serious”. Fuji officially released their Medium-Term Management Plan called “VISION2019“. And those are their goals for 2019:

• In digital cameras, work toward capturing No.1 market share in the premium mirrorless camera market, promoting the X Series that continues to evolve with outstanding image quality, fast speed and mobility, alongside the medium-format GFX Series that uses a large sensor, 1.7 times bigger than that of full-frame cameras, to pursue the pinnacle of image quality.
• Reinforce the lineup of its highly reputable interchangeable lenses to continue to achieve increased revenues and profits in the mirrorless system business as a whole.
• Broaden the lens business by expanding the lineup of 4K broadcast lenses, launched ahead of the rest of the world, as well as the lineup of lenses for the fast-growing new video production market, including online video.

Of course we don’t know how Fuji defines “premium” camera market. If they mean Medium Format it’s easy to guess that this is a goal they can easily achieve. But if the “premium” market includes FF cameras too it will be much harder to beat Sony and the upcoming Nikon FF.