The Curse of the X‑E Line: Can the Fujifilm X‑E5 Break the Spell?
Fujifilm X-E – The Cursed Line
There was a time, when Fujifilm was only offering rangefinder X series cameras.
Well, that’s if you don’t consider this camera here, which I guess we’ll never know why Fujifilm called it an X series camera.
But anyway, rangefinder was Fujifilm’s quiet re-entry in the mid-higher end digital camera market (their previous attempt was this one).
And silently, on tiptoes, Fujifilm carved out its very small niche of truly passionate photographers.
The X-E1 is Born
The Fujifilm X-E1 was definitely one of the best expressions of this understated approach into the mirrorless camera market: no thunders, no specs brags, just beauty and joy encapsulated in a wonderful camera body.
But the Fujifilm X-E1 would become the last X-E camera with a relatively quiet and tranquil life.
Because Fujifilm’s priorities started to shift, their ambitions to grow, and the X-E line started to be on the edge of survival.
X-E2 – The Struggles Begin
Let’s begin our tale of struggles with the Fujifilm X-E2, which btw I owned and destroyed when I had to jump into the Mekong river to avoid getting smashed by the Li Phi waterfalls.
Fujifilm had the brilliant idea to launch the Fujifilm X-E2 just 3 months before they announced the Fujifilm X-T1, which came in the more popular SLR styled package and offered superior specs like weather sealing, UHS-II card slot and the largest EVF on any mirrorless camera.
The X-T1 was Fujifilm’s statement to the photography world: we want to go more mainstream now! And as a consequence it stole the show (and sales) to the X-E2.
The Fujifilm X-E2 was followed by the Fujifilm X-E2S, which is basically an X-E2 with an auto button. So we can ignore that one.
The X-E3 Problem
The Fujifilm X-E2 and X-E2S failed to meet Fujifilm’s sales targets, and first whispers of canceling the line spread at the Fujifilm HQ in Toyko
And when those whispers reached my ears, I quickly wrote a love letter to the unborn X-E3.
Eventually Fujifilm decided to go ahead with the X-E3, but it was more like a last shot for them: if it does not sell well it will be axed.
About 4 years passed between the Fujifilm X-E2 and X-E3 announcement, and in those years Fujifilm launched plenty of other lines that were much more popular than the X-E line: the Fujifilm X-T10 and X-T20, the X-T2, a plethora of X-A line cameras which became incredible top sellers especially in Asia, the compact X70, the X-Pro2, X30.
I short: when the X-E3 hit the market, the internal competition was incredibly strong.
Sadly also the Fujifilm X-E3 did not meet the sales targets of Fujifilm and at some point (I can guarantee you that), the decision was made to stop the X-E line.
The X-E4 Hope
So what happened that we got the X-E4 anyway?
Well, a couple of things happened, such as:
- Fujifilm freed up resources by outsourcing the development of the entire entry level camera line to the Xacti corporation
- pressure from the rangefinder loving Fujifilm community
- Fujifilm dropped a couple of other camera lines – the 2/3rd sensor cameras
But especially one reason motivated to give the X-E line another shot:
- the growing popularity of the X100 line, especially of the X100V
Could the revived interest for Fujifilm rangefinder cameras have a positive impact on an eventual X-E4? Ultimately, the X-E4 could become the MILC version of the incredibly popular X100V.
So, a few months after the X100V announcement and it’s huge success, the X-E4 showed up on an internal Fujifilm camera roadmap again.
The Fujifilm X-E4 debacle
Fujifilm’s thought was correct: the popularity of the Fujifilm X100 rangefinder line boosted demand for the Fujifilm X-E line.
So all good? Well, not really.
Because something happened, that Fujifilm could not have predicted.
The Fujifilm X100V popularity exploded beyond anything Fujifilm could have ever imagined. And by the time the Fujifilm X-E4 was launched, the X100V, which has higher profit margins than the X-E4, was “consuming” lots of the parts that could have otherwise been used for the X-E4 manufacturing.
Ultimately this lead to the most disastrous Fujifilm camera release I can remember – and I explained why in this video:
- Fujifilm X-E4 launch in January 2021
- I found it in stock once October 2021
- no more stock pretty much anywhere
- discontinued in March 2023 while tons of people still had one on pre-order, but Fujifilm needed more camera parts for gear with more profit margins
Not even the most preordered digital camera ever, the Fujifilm X100VI, has such a bad shipping record as the X-E4.
Fujifilm desperately tried to improve the party supply issue, which just got worst due to COVID related issues, also with rather unconventional and “creative” solutions, but nothing worked and Fujifilm pulled the plug on the X-E4 in March 2023 when plenty of people still had one on pre-order.
Fujifilm X-E5 – Ending the Curse?
But Fujifilm acknowledge what I told them straight in their face here: the Fujifilm X-E4 line failed not because of lack of interest by the market, but because of Fujifilm’s failure manufacture it.
So yes, the X-E4 failed, but at the same time it revived the line.
And this is why ultimately we will get the Fujifilm X-E5 on June 12.
But the X-E line would not be the X-E line, if there was not yet another challenge to face, and this time it is the US tariffs.
What do tariffs mean for the X-E5?
Well, the Fujifilm X Half is a great example: originally planed to be lauched for $700, it ended up costing $850 only because of the tariffs. That’s a 21% price increase.
Now, we know the price of the made in China Fujifilm X-E5 will be of $1,699.
So if we apply the same 21% price hike to the X-E5, it suggests the original plan was to launch it at around $1,400. But thanks to US tariffs, we’re now looking at a $1,699 price tag.
Still, I don’t believe this price increase will determine whether the Fujifilm X-E5 succeeds or not.
What truly concerns me is whether Fujifilm has done its homework this time — properly planning the launch, allocating the right resources, accurately forecasting demand, and securing enough components.
Because make no mistake: demand for the X-E5 will be massive. It’s a powerful camera, and one of the most beautiful digital cameras ever made.
And I worry that Fujifilm won’t be ready for it.
This could be great news for early buyers — they might even resell it for the same or more than the retail price. But for those who simply want to enjoy shooting with the X-E5, it could turn into a frustrating experience due to very long waiting times.
The Fujifilm X-E5 can handle US tariffs.
What I’m not sure it can survive is Fujifilm’s product planning.
Anyway, I hope everything will run smooth this time with the X-E5 and that the X-E line will finally get the success it deserves.
The Fujifilm X-E5 in itself will be awesome. Let’s just hope Fujifilm remembers to actually ship it. ;)