A few people have asked for my opinion on the newly announced Panasonic L10 compact zoom. The news came while I was traveling, so I didn’t pay any attention to it. After learning more about the camera, I really don’t have any strong opinions. But, since some of you asked, I will share my thoughts, which probably aren’t worth a whole lot, maybe not even two pennies.
The first thing I noticed is that a lot of reviewers are comparing it to the Fujifilm X100VI. For example, Amateur Photographer says, “A new contender to dethrone the Fujifilm X100VI.” Another website states, “Move over Fujifilm X100VI.” I don’t know if there is a single review that doesn’t make at least a passing comparison, while some seem to make it the thesis of their article. But the Fujifilm X100VI is not a very close competitor; if there is an X-series model that would most closely align with the L10, it’s the long-discontinued Fujifilm X30. Should Fujifilm decide to revive that camera line, that would be a direct competitor to the Panasonic. The X100VI is not in the same class, nor is it a similar ethos, so it’s very much apples-to-oranges.
If you look from a distance and squint your eyes, the L10 has a vague design resemblance to the X100VI. I don’t mean this as an insult—it’s stated with humor [insert laughing emojis here]—but it looks like a Temu X100-series knockoff. I’m sure in-person, the L10 has a refined quality and feels good to hold. I’m making no commentary on the build quality, only that nobody will confuse the two cameras just by looking at them; however, they do have some rangefinder-style similarities, but the Panasonic is a PASM camera, while the Fujifilm has traditional tactile dials. The two cameras also have very similar size and weight specs, which means the L10 is surprisingly bulky for a fixed-lens M43 camera. The X100VI is only $100 more.
From there, the similarities end. If you want a fixed-lens compact zoom, Fujifilm doesn’t offer that right now. If you prefer traditional tactile controls, Panasonic doesn’t offer that currently. The comparisons between the L10 and the X100VI make very little sense, so I’m not sure why it’s so pervasive. I find it difficult to believe that there is anyone carefully considering buying one of these two cameras, and having trouble deciding. The differences are so significant, the answer should be immediately obvious, whichever way it goes.
None of this is intended to be negative towards the Panasonic L10, it’s more about the reviewers. I’m sure the L10 is an excellent camera that makes wonderful pictures and is fun to use, and everyone who buys one will be happy with their purchase. I’m not interested in it personally, but we’re all different people with divergent likes and needs. The L10 and X100VI can happily coexist in the camera market; the L10 will likely sell a whole lot of copies, and the X100VI will continue to sell a whole lot of copies. In both cases, they will sell as many as they make with no problems. I’m sure in a couple of years Leica will announce the Panasonic L10 under their own brand name for a bunch more money, and people will buy it up.
From a marketing point-of-view, the name “L10” isn’t very catchy. It reminds me of the old Lockheed L-1011. Or maybe it’s supposed to conjure “Elton” as in Elton John (maybe they should make an Elton John limited-edition model?). The camera won’t have any trouble selling, so I’m sure none of this matters even a little, but this isn’t the first time I’ve questioned name choices by Panasonic’s marketing department. Probably the best example of market-naming was the X-E1, which sounds a little like “sexy one”. Anyway, those are my thoughts. If the Panasonic Elton sounds intriguing to you, consider purchasing it; if not, don’t. If Fujifilm made an X30 successor, I would buy it, and I don’t think they’d have any trouble selling it if they did. Hopefully they will.