Fujifilm confirmed recently that it will carry out a new round of price adjustments in the U.S. market on the 30th of this month. This marks the second official price increase by the company within less than a month, following the first one at the end of July due to tariff policies. Although this round of adjustment is defined as a change to the "Minimum Advertised Price" (MAP) and not a mandatory regulation on the terminal prices set by dealers, it is still expected to directly affect the actual transaction prices of most cameras and lenses in the X series and GFX system.
This price change is directly related to the higher tariff rates involved in the newly reached U.S.-Japan trade agreement recently. Fujifilm North America stated that the continuous fluctuations in the global market have brought significant business challenges, and the price adjustment is a necessary measure to cope with the changes in the current international trade environment. The company also emphasized that the reason for releasing the news nearly two weeks in advance is to avoid the communication errors that occurred during last month's price adjustment, so that consumers and cooperative retailers can respond more adequately.
In the previous price adjustment that took effect on August 1st, most Fujifilm products saw price increases ranging from 8% to 15%, with some individual items even experiencing a whopping 43% price hike. However, a few products such as the X-E5 and X APS-C lenses remained unchanged, and it is expected that this differentiated strategy may continue in this round. Industry speculations suggest that popular models like the Fujifilm X-T50 may face a price increase of approximately $100, equivalent to a rise of about 6%. But this speculation has not been confirmed by any official data, and the actual adjustment range and the product categories involved still need to be based on the final list announce by Fujifilm.
Faced with tariff pressures, Fujifilm had already initiated adjustments to its production strategy as early as June, transferring the production capacity of four best-selling X series cameras back to Japan for exclusive supply to the U.S. market, in an attempt to take advantage of the relatively lower tariff costs for products originally made in Japan. Nevertheless, Japanese-made products currently still need to pay a 15% import tariff, which, although higher than the previous 10%, is still significantly lower than the tariff rates faced by products manufactured in the Asian region.
After this round of price adjustment takes effect, the cost of purchasing Fujifilm's medium format system, X series interchangeable lens cameras, and most lenses will further increase. Fujifilm also reiterated that the company does not make the decision to raise prices lightly; each step is carefully evaluated, aiming to maintain the brand's market position while minimizing the impact on consumers. Despite this, the consecutive price adjustments have undoubtedly increased the equipment investment pressure on photography enthusiasts and professional users.
Related Tags： Fujifilm