Panasonic and Leica have announced a new collaboration which will see both companies jointly develop cameras, lenses and imaging technology under a newly formed brand known as L² Technology (or L squared Technology). As you may have already guessed, the new name represents Leica and Panasonic’s imaging brand, Lumix.
First and foremost, this new collaboration is by no means a merger of the companies, which will still continue to produce their own respective products. Instead, L² Technology will see the two combining their technologies and know-hows – specifically, Leica’s optical and imaging expertise and Panasonic’s video and digital technology – to develop newer technologies and solutions.
In addition, the two companies will also jointly invest in new technologies that can be incorporated into cameras and lenses, and will eventually incorporate the jointly developed technologies via L² Technology into each other’s products to further enhance their capabilities. With this, we can expect to be seeing the newly established brand popping up in upcoming and future imaging devices produced by both Panasonic and Leica.
The sign of a new era for imaging and creativity.#Leica and #LUMIX join forces to empower creators around the globe with the limitless potential of a perfect synergy. More: https://t.co/alMQ75IRvb pic.twitter.com/rLQRwd4P7j
— Leica Camera AG (@leica_camera) May 31, 2022
“The combination of our competencies in L² Technology is another milestone in the partnership,” said Leica Camera CEO Matthias Harsch in Leica’s statement. “The best way to meet today’s challenges in the camera market is not to segment and specialise, but to deepen capabilities in order to jointly create solutions for the future.”
However, neither company has revealed what projects or products will feature technologies developed under L² Technology. The same can be said in regards to when we can expect to see the fruit of this collaboration.
It is also worth mentioning that this isn’t the first time Panasonic and Leica have partnered together. In fact, the two had signed a cooperation agreement for lenses of digital, audio-visual equipment in August 2000, and later cooperated again in the digital camera sector in 2001. Additionally, both companies (along with lens manufacturer Sigma) founded the L-Mount Alliance, whereby allowing Panasonic and Sigma to incorporate Leica’s L-Mount to their cameras and lens products.
And in case you missed it, Leica recently announced a new partnership with Xiaomi that will see its imaging technologies incorporated to the latter’s upcoming and future smartphones. Around the same time, former collaborator Huawei also confirmed to have ended its partnership with the German camera maker, which have lasted over six years.