A game-changing launch – and one eye on the future

Today is an exciting day, in an eventful month, during a year full of unexpected circumstances. It is the launch of some of the most exciting products we have brought to market for years, covering a full workflow; from game changing image capture with new cameras and lenses, through to ground-breaking 8k printed output.

While it is tempting to speak only about the release of these products, behind this new and exceptional technology there are endeavours and values that remain consistent. I would like to share these with you today.

Progress

The products you will see for the first time today, including the outstanding EOS R5, will redefine the mirrorless market, surpassing anything that is currently available. Each year we invest 8% of our revenues in R&D, pushing the boundaries in technology and innovation to develop and launch ground-breaking products. This is why we are the industry leader and why our products change the way people take photos, film videos and print.

Inspiration

New technology is inspiring. It shows us opportunities and pushes our imaginations further. We know that photographers, videographers and graphics professionals strive for perfection and excellence, and throughout our own history – in good times and bad – we have been the driving force in determining the technology direction of the industries in which we operate. I am confident that this new suite of products will light a spark in their creativity and bring a new dimension to the way their work is viewed.

Unity

The challenges facing the photography, film and graphic communities are never far away from our minds. Particularly now, when so many have been affected by the current difficult circumstances. We remain, as ever, close to our communities and partners, and applaud and share their resilience. We are confident that our extensive investment in these new products will continue to meet their exacting expectations, providing them with the tools and equipment that fulfil their needs and match their ambitions for the future.

Commitment

Our commitment to our customers is the same as it has been for every day of Canon’s eight decades in business. Today it is a commitment to the continued development of the very best technology and innovation across our business. We have one eye on the next five years and the other eye even farther beyond, always anticipating the needs and demands of our customers. For example, when we launched the first digital EOS camera in 2003 (retailing for under €1000), it was the first camera to use the CMOS sensor. We actually begin the R&D for that sensor 18 years before that; a great example of innovating not for ‘today’, but for decades ahead. We are committed for the long term.

Optimism

We view every challenge as an opportunity to thrive and see many reasons to feel encouraged. Our customers and partners, through their passion for photography, filmmaking and printing, continue to be our driving force as we look to the future.

Today is an exciting day, not just for us but for the entire Canon family of imagemakers.

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