IF YOU LEICA ME LIKE I LEICA YOU….
By MICHAEL PERKINS
EVEN FOR PHOTOGRAPHERS WHO WILL NEVER OWN A LEICA, the brand has always been synonymous with pristine quality, innovation, and a mystique that is as durable as gold and as elusive as vapor. In fact, the company which began its life in Germany 1907 as Ernst Leitz Optische Werke (or simply “Leitz”) has inspired imitation, envy, and a definite bloodlust of desire that separates Those Who Would Have Nothing Else from Those Who Can Only Dream. In short, all Leicas are good children and all good children go to heaven. They are an impeccable species sufficient unto themselves, making no concessions to lesser species. History, right?
Except of course, that such “history” is mostly folklore. In point of fact, Leica has experienced the same ups and downs, the same botched launches and bitter failures, as other manufacturers, creating its own mutant wing of weird hybrids and downright flops, occasionally going so far afield as to come dangerously close to winking out of existence. One of those errant wanderings is traceable to the 1970’s, which was, overall, a marvelous time to own a camera, unless that camera was… a Leica.
Beginning in the ’60’s, the single-lens reflex camera revolutionized the world of both pro and amateur shooting, with Nikon, Canon, Pentax and other lean young barbarians adding amazing features at a reasonable cost in a way that was rendering the venerable Leica rangefinder system obsolete. The late-breaking line of Leicaflex SLRs, introduced years behind the competition, offered a mealy-mouthed feature set and insane price tags. They also brought the company nearly to its knees, as its makers found themselves unable to control runaway production costs, actually losing money on every unit sold.
And then something historic happened. Around 1973, Leica (whose parent company was still officially named Leitz) looked down from its perch atop photography’s Mt. Olympus (no camera joke intended) and asked for help, entering into a partnership with Minolta, which, at the time, was one of the big dogs in the SLR kennel. The two companies agreed to share designs while the actual manufacture of selected components would be moved from Wetzlar, Germany to Japan. Their first product collaboration was a revised rangefinder called the CL, which sold well, but chiefly at the expense of the equivalent “pure” Leica product line, a fact which succeeded in ticking off the company’s purist fan base (bless ’em). Right on schedule, the ever-present Leica snob machine began to put an asterisk after all such Leitz-Minolta products, marking them as less than genuine than “real Leicas”, even though the partnership actually helped improve the sleekness of the company’s SLR design and pioneered many new features, such as aperture and shutter priority, that would become standard in the following decades.
Over the next decade, the Leitz-Minolta marriage refined the weight, ergonomics and acuity of its mutual “children”, producing some of the world’s favorite cameras before differences in philosophy forced a divorce in the early ’80’s. Notable among their successes was the magnificent Leica R3 (1976, seen above), which boasted center-weighted metering, an improved mount to better accommodate a variety of lenses, and a more responsive shutter, all making for a full-on comeback for the folks in Wetzlar.
After the breakup, Minolta entered into a later arrangement with Sony, as eventually would Leica, which also went on to share technology with Panasonic. Neither company would ever again fly completely solo, and their original collaboration would demonstrate that even the companies with the highest pedigrees could enhance their survival in a fiercely competitive global market by thinking outside their own branded boxes.
RECOMMENDED READING: Josh Solomon, The Sweetest Taboo: The Unlikely Story Of Leitz-Minolta.
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