When the Porsche 959 debuted in 1985, the $225,000 price tag was less than half of what it actually cost them to produce. Why would any company knowingly create a product that they will lose money on? One reason is for PR, bragging rights to having the fastest and most technologically advanced car in the world. The second and more important reason is that it was an exercise in innovation and technology for Porsche’s engineers. What they learned from creating the 959 allowed Porsche to apply the new technology to future cars, such as computer controlled all-wheel drive, twin turbo chargers, hydraulic suspension, water-cooled engine heads, advanced aerodynamic design with the use of aluminum and kevlar, and the list goes on. Even though the average Porsche buyer would never own a 959 (there was an application process to buy one of only 200 for sale), every future Porsche owner would benefit from the technology that was developed during the 959 project. Something similar is happening today with Fujifilm’s digital medium format system, specifically the GFX 100. Even if you never plan on buying the latest and greatest from Fujifilm, all of us should be excited about the GFX 100 and … Continue reading Why Should We Care About the GFX 100?