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Hasselblad partners with Aston Martin Racing for 2014

17/04/2014 Hasselblad has announced it has become official photography partner to Aston Martin Racing for 2014.

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The new agreement between two of the world’s most iconic brands will see Aston Martin Racing’s team photographer using latest Hasselblad HV DSLR cameras on race days around the world during the 2014 FIA World Endurance Championship and the fourth Aston Martin GT4 Challenge season.

Additionally, Hasselblad will be showcasing Lunar - its Italian-designed, state-of-the-art mirrorless, interchangeable lens camera for photo-enthusiasts, at VIP hospitality events on Aston Martin race days.

Sarah Brereton-Stiles, Hasselblad’s Corporate Marketing Project Manager said: “We are delighted to be Aston Martin Racing’s official photography partner.

Both companies are renowned for their technological innovation, their rich heritage, their passion for excellence and an extraordinary sense of style. It’s a perfect fit.”

She added: “Aston Martin Racing will be using our elite HV DSLR camera ‘track side’ on race days. The HV boasts some of the most advanced camera technology ever engineered for the enthusiast marketplace and will help the team gather vital data from the pits. Images captured at events from Silverstone to Sao Paulo and from Fuji to Shanghai will also be published by the company.”

Dan Sayers, Chief Engineer at Aston Martin Racing said: “A race can be won or lost on a pit stop decision after an incident. When the car passes the pit straight at up to 100mph it’s impossible for us to see the extent of damage with the naked eye. We have to bring the car in to the pits to check. However, Hasselblad are supplying us with a camera that can take a series of high-speed images which can be fed straight back to the engineering team for observation.”

Hasselblad launched its Lunar model two years ago – offering options in carbon fibre, titanium, wood, leather and precious metals – including gold.

Lunar was quickly followed by its Stellar sibling and the HV DSLR – aimed at amateur photo-enthusiasts who demand the best and most advanced technology available.

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