[Leica] doomed?

[Thinkofcole at aol.com (Thinkofcole@aol.com)]

IMHO, there's been much too much negative  talk about Leica these days. I 
believe we should look for a moment at the  positive side.
     I don't believe Leica is doomed at all; it's just  setting its sights 
alongside the likes of five-star restaurants, Vueve Cliquot  champagne, 
Dusenberg cars of yesteryear and Patek Philippe watches. 
     Leica even has a reasonable answer to  help those who can't afford the 
neighborhood. 
    To be sure, shares of stock in Hermes --which  owns almost a third of 
Leica Camera AG -- have not been doing very well in  France and Germany 
these 
days and neither has Leica Camera stock. 
   While Hermes's drop may be due to several  other factors, Leica's stock 
market declines may be attributed to the  rapidly changing consumer market 
away 
from film to digital cameras and the great  degree of uncertainty not only 
among stock market analysts but also among camera  dealers and camera 
buyers. 
  However, we are finding that while many camera users are buying  digital 
cameras,  many  are not exactly delighted with their digital  experience. 
And 
while some vintage cameras, including Leica, have been  dropping in price, 
they 
are still bringing  respectable prices, only  not the crazy prices they once 
did.   
  Moreover, Leica --which once had the market pretty much to itself in  many 
respects -- is discovering that other companies have entered the  market 
with 
very respectable range-finder cameras, lenses and accessories at  
considerably 
lower prices. 
  Leica's latest newsletter, earlier this month, notes that Ralf  Coenen, 
its 
43-year-old new chief executive officer,  who holds a degree in  physics and 
moved from Zeiss to Leica five years ago,  helped set up  Leica's 
collaboration with Panasonic and Imacon. 
  His corporate outlook seems worth studying: 
  His policy: "Leica," he says, "will always pursue top technologies  and 
the 
finest hand craftsmanship..."
  On digital: "When we develop digital products, we must guarantee the  
same...value...our customers ...expect from their investments in Leica M or 
R  
systems. "
  On the future: "We will continue to promote analogue  photography"...but 
"photography on a silver halide basis will {one day}  become a small, noble 
niche, like mechanical watches or record  players.''  
  On the high cost: "The second hand market offers attractive  introductory  
solutions -- after all, our products are built to last  10, 20, even 30 
years 
without suffering quality loss.
  "And don't forget, the bargain item can be sent to the  Leica Customer 
Service for a thorough check.
  "One day," Mr. Coenen went on, "we might even expand our offer  by 
providing your discovered treasure with a user guarantee.''
   Leica's goal: "Zero tolerance" and "maximum precision work  even in the 
concealed areas of the camera."
   Does this sound like a company ready to throw in the towel? I  think not. 
Of course, I'm going to get a digital camera some day soon but I don't  see 
the day I'll give up the best of my Leica stuff. I just hope that after I'm  
gone, my wife won't sell my Leica's for $50 apiece to the first person who  
asks.  --Regard, bob cole