Fujifilm Manager Sets Bold Goal: Overtake Nikon and Climb to No.3 — X-E5 Is Leading the Charge

image courtesy: phototrend
image courtesy: phototrend

French Fujifilm managers gave an interview to the French website Phototrend. Here is the summary:

Market Share

  • 12% of the market share in value of APS-C sensor hybrids
  • Including compacts like the GFX 100RF and X100VI (the best seller), Fujifilm reaches about 13–14% of the French global photo market
  • Excellent dynamic, Fujifilm is progressing in each segment
  • Fujifilm wants to become Nr.3 on the market

Since Nikon is currently the No.3 brand, Fujifilm France aims to surpass them. And, as we’ll see below, the Fujifilm X-E5 appears to be leading that charge in 2025.

Fujifilm X-E5 Sales and About Taking Risks

  • X-E5 has clearly been biggest success of the last 12 months
  • Fujifilm is offering a wide range of cameras, from X half to X-H2S, catering to different needs and budgets for young smartphone photographers seeking an upgrade
  • GFX100RF sales far beyond expectation. A great start and now sales stabilized but is curve remains healthy
  • GFX100RF has found its place between Leica Q3 or the Sony RX1R III
  • X100VI still not that easy to find, although some retailers have stock
  • X half is a bet, a new concept. For generations used to vertical format
  • Instax Pal failed in Europe. But you have to innovate and try some risks. Sometimes it will work, sometimes not
  • The GFX Eterna 55 combines this optical expertise with a cinema ambition. Fujifilm targets short movies productions with cinema quality
  • The €1500–€2500 hybrid segment is saturated, so the challenge is to either move toward more accessible models like the X-M5 or elevate the offer with tools like Eterna
  • Instax still successful, with Instax Mini 12 being the best seller. Instax Mini EVO also still selling well
  • Instax Wide EVO is also selling well
  • Instax cameras that let users preview photos before printing haven’t reduced film sales—people now print only their best shots, and they often print it multiple times to share with others

Increasing Prices

  • price has increased and except for X-M5 there is no sub-1K camera anymore
  • second hand prices are under 1K, it’s a great, sustainable and ecological alternative

Third Party Lens Bundles

  • retailers can sell XF23mmF2.8 as a kit with other Fujifilm cameras
  • the only thing Fujifilm wants to make sure of, is that retailers do not bundle third party lenses with Fujifilm cameras

The 2025 Best Seller

Surprise in Japan (?): Fujifilm X-M5 Outsells Fujifilm X-E5 – But the True APS-C King Is Another One, and It Calls for Fujifilm X80

Mapcamera, the largest retailer in Japan, published its sales ranking for September:

  1. Ricoh GR IV
  2. Fujifilm X-M5
  3. Fujifilm X-E5
  4. Ricoh GR IIIx
  5. Canon EOS R6 Mark II
  6. Sony α7C II
  7. Sony α7IV
  8. Hasselblad X2D II 100C
  9. Canon EOS R5 Mark II
  10. Nikon Z f

It’s interesting to note that the Fujifilm X-M5 was able to outsell the Fujifilm X-E5. But there is a reason for that: probably also in Japan the most sold version was the Fujifilm X-E5 with XF23mmF2.8 kit lens, and that combo is mostly unavailable also in Japan.

Also, for several months now the Fujifilm X half was on the top positions of the ranking, but now it disappeared from the top 10.

The true king of the ranking remains the Ricoh GRIV, who jumped on top of the ranking. It’s just more puzzling why Fujifilm has not yet kicked out an X80, which would be its most logical competitor.

via digicame-info

Black Fujifilm X-E5 Kit Now on Amazon — Ships Soon, Sells Fast, Ranks High!

Finally also the black Fujifilm X-E5 with XF23mmF2.8 kit is available for order at Amazon for regular price shipped and sold by Amazon.com.

If you place your order now, it will ship between October 18/20.

At the time of this post, the X-E5 kit is marked as the best selling new mirrorless camera new release.

The X-E5 kit is sold out at BestBuy, not yet available at Nuzira here and Moment here, and available with a “slight delay” on Adorama here (no firm dates given).

5DayDeal Giveaway Starts Now (Free) and Early Bird Discount on Bundle

The 5DayDeal Giveaway is now live.

You can enter for free here.

You have a chance to win the wrong APS-C cameras :D, but also the DJl Flip Drone and more. You can check out the full list of prizes here.

Also, you can actually already grab the deal now with a early bird discount. When the official deal goes live, you’ll be able to save “only” up to 95% on all sorts of educational content, presets and more.