Nikon goes on the Offensive

August 24, 2007

Yesterday (August 23, 2007), Nikon announced not one but two new camera bodies. The 12.1 MP, "FX" format Nikon D3 and the 12.3 MP, DX format Nikon D300. While rumors have been swirling that Nikon would deliver a new 35mm format sensor, I think fewer people expected it to be a 12 megapixel, 9 frames per second ultra high ISO machine. Even more surprising (to me at least) was the announcement of the D300, a DX format camera that shares much of the same hardware as the D3 flagship models and delivers images up to 8 fps and ISO 3200 without sensitivity boost.

By now, most of us have read (and quite possibly drooled over) the specs for these two cameras. While details are still sketchy in some areas, one thing is clear. Nikon is playing for keeps in the high-end DSLR market.

Let's go over some of the areas that Nikon addressed yesterday in terms of product perception:

Perception #1: Nikon won't release a 35mm format sensor DSLR.
Reality: Enter the D3 with a 36 x 23.9mm sensor. That's about as close to "full frame" as anyone needs.

Perception #2: Nikon cameras cannot compete at high ISO ratings.
Reality: Nikon not only took on the competition with the D3, they threw sand in its face. The D3 has a native ISO range of 200-6400 ISO, one stop higher than the Canon 1DMkIII. With boost, D3 users can increase the sensitivity to an effetive ISO of 25,600! Albeit, this is an "emergency use" setting (at least that's been my experience with Hi-2 on other bodies), but you have to give Nikon credit for this one.

Perception #3: Megapixels are the most important number for your DSLR.
Reality: With 12.1 MP spread over this new large sensor, Nikon is basically saying pixel QUALITY, not quantity, is what matters most. The pixels on the D3 are over 8µm in diameter, making them some of the largest light-gathering pixels available in a DSLR. Larger pixels, along with a new image processing chip (EXPEED) are what likely gives the D3 its astounding ISO range.

Perception #4: If Nikon goes with a large (35mm) sensor, they will abandon DX users.
Reality: We get a double "no way" from Nikon on this one. First, the D3 is able to automatically recognize a DX lens and produce a cropped image and mask the viewfinder. Your DX lenses still work on the FX body. Second, enter the D300. Instead of being a modest upgrade to the D200, Nikon produced a DX camera that in my opinion meets or exceeds the specifications of the D2x, other than the form factor of the body. By producing a D300 that shares the same top-end autofocus module as the new D3 (CAM-3500), Nikon's message is clear: we are not abandoning our DX shooters.

Perception #5: Nikon doesn't think photographers need vibration-reduction lenses in the "big gun" super-teles.
Reality: I have to admit, I've been waiting MUCH too long for these lenses, but finally we get our 400f/2.8, 500f/4 and 600f/4 VR lenses. The new designs offer VR II and closer focusing than their predecessors.

So what are the take-home messages from Nikon's announcement?

1) The D3 is poised to be a PJ/Wedding photographers dream.
If you shoot available light, this is the camera body you should save up for. Sports shooters will love the 9 fps and manageable 12MP files. Landscape shooters should benefit from outstanding dynamic range and the ability to use their wideangle lenses as they were intended. Anyone who routinely does portrait work and produces 8x10 or 16x20 prints will love the 5:4 crop option. If these were the only features of the D3, it would be a hit, but Nikon amazed us all with the addition of such features as focus calibration, a very usable live-view mode, a camera level (artificial horizon!) feature, dual CF cards, and backward compatibility with D2 batteries.

2) The D300 is poised to become the King of the DX lineup.
Until yesterday, if you wanted to get the "pro" features, like CAM-2000, you had to purchase a $4000 D2Hs or D2Xs. The top-end of Nikon's engineering efforts only existed in the "pro" bodies. No more. The D300 improves upon the D2Xs in just about every way imaginable. We now get 6 fps in full DX mode (no HSC needed), and 8 fps with the addition of the optional battery grip. The battery grip is made of metal, unlike the plastic grip for the D200, and it allows D300 users to use the same EN-EL4a battery as the D2/D3 series and F6. Not only that, but the new grip has an added D-pad so that you can select focus points easier when shooting in portrait orientation. The D300 shares the exact same CAM-3500 AF module as the new D3, and has an entirely new 12.3 effective MP sensor that is rated to ISO 3200 with a boost to ISO 6400. In other words, Nikon shooters can get a 12MP DX camera that shoots 8 fps and two stops faster ISO than the D2Xs. The convertible form-factor adds even more flexibility to an already excellent camera.

3) Nikon is competing with Canon's line-up, but not exactly head-on.
The D3 seems poised to go right after the Canon 1DMkIII, but offers more megapixels, higher ISO and a 35mm sensor for nearly the same price. D3 users can use their standard wide-angle Nikkors while 1D users must make compromises with a crop that has no dedicated wide-angle lenses designed for it (EF-S lenses won't mount on the 1D bodies). The D300 clearly matches up well with the Canon 40D, but it also starts to match up with the 1DMkIII (8fps, ISO 3200, cropped body). At $1799 (estimated price), sports and wildlife shooters who were considering the 1D may have to think long and hard about a D300 that costs $2700 less with fairly similar specs (I'm anxious to see the images from the D300). As the D200 was not a direct competitor to the 5D, it managed to sell extremely well against both the 5D and 30D. Nikon's strategy seems to be one of creating their own marketspace instead of trying to match the competition in every regard. I expect the D300 to up the ante even more.

4) Nikon isn't done.
The D300 and D3 match up so well against the 40D and 1DMkIII, but neither of these models are spec'd to go after the $8000, 21MP 1DsMkIII. I have a strong suspicion that in 6months or so, Nikon will be wowing us again with a high MP version of the D3.

Which camera should you choose?

You have to admit, we all love seeing the new gear. But what is practical has a lot to do with the subjects you photograph most often as well as your budget. If you have a D200 or D2X currently, they will continue to do their job for years to come. But if you really want to get a new Nikon, here are some things to consider:

What lenses do you already have? If you have a lot of DX glass, you'll need to invest in new lenses to maximize the potential of the D3. You'll likely want to have at least a 28-70 (or the new 24-70) to mount as a "standard" zoom on the D3.

What subjects do you shoot? If weddings/portraits are your moneymaker, then the D3 really has a lot to offer-- better dynamic range, incredible low-light shooting, and the ability to shoot with some really nice Nikkor wide zooms, like the 17-35mm or the new 14-24mm. For a lighter weight kit, the D3 with a 35mm or 28mm prime will suit PJ's well. Landscape photographers will benefit from higher quality pixels, too (but detail freaks might wish to see what 2008 has in store). If you shoot wildlife, especially small birds, then the FX format might not suit you as well, as the 12.1 MP are spread out onto a larger area. If you aren't going to get a 600mm f/4, then cropping into the FX frame won't be as nice as using a D300 with 12.3 MP DX format. Sports shooters could theoretically use either or both of these DSLRs-- I imagine we'll start to see a few more black lenses on sidelines as sports shooters take advantage of the super fast and high-ISO ability of the D3, while others will still want to use a DX sensor on the smaller 200-400VR lens.

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