Minor tidbit: Lumix full frame share has grown a lot last year in Europe, currently holding 10 % of the market

[HarisO]

Panasonic seems to have established a firm foothold in Europe, where they went from 3 % market share in 2020 to currently 10 %. They also make up 17 % of all full frame kit sales. There was a massive jump from 2024 (7 %) to 2025 (10 %), most likely fuelled by the S1II, S1RII and S1IIe.

Source is the usual rumour site from a presentation Panasonic held recently: https://www.l-rumors.com/panasonic-now-holds-a-10-share-of-the-european-full-frame-market/

 

[CharlesH]

That's really good if true. Also, do you know what "kit sale" means?

 

[Markuswelder]

That's really good if true. Also, do you know what "kit sale" means?

I'll take a guess that it means a body & lens combo. Such as the S9+18-40. Or S5II+20-60. That sort of thing

 

[xaviergut]

"The share of kit sales, meaning cameras sold as a set with a lens, is even higher at 17 percent. This suggests that Panasonic is particularly successful with newcomers and those switching systems. Those choosing a new system often opt for a camera-lens set".

Europa: Jede zehnte Vollformatkamera ist von Panasonic

Panasonic gewinnt in Europa Marktanteile bei spiegellosen Vollformatkameras. Global bleibt die Lage aber eine andere.

www.photografix-magazin.de

 

[CH_CH]

It feels about the right share.
For weddings and events, now they have the FF look, good AF on the eye, quick turnaround with LUTs and top stabilization- If I was doing weddings and corporate events, no doubt I would choose the system.
For wildlife there are better options.
For pro or semipro sports, there are better options.
For studio, honestly anything goes, Lumix has great inexpensive options.
For personal use (like mine), if you feel that you need absolute top AF, you go somewhere else. If you want top stabilization or best video features, or best value, you go Lumix.

 

[Hythloday]

Panasonic seems to have established a firm foothold in Europe, where they went from 3 % market share in 2020 to currently 10 %. They also make up 17 % of all full frame kit sales.

The normal price for the Panasonic Lumix S5D Kit 18-40/4.5-6.3 S kit is 1599 euros, but the special offer price is 799 euros. So the discount is 50%. The price of the 18-40mm lens is 529 euros, so you pay 270 euros for the Lumix S5D. The special price is during the winter sale, spring sale, summer sale and autumn sale. Last year I bought such a kit for 899 euros.

Does this mean that the normal price is far too high?

see:

Panasonic Lumix DC-S5D Kit 18-40 mm ab 788,49 € (März 2026 Preise) | Preisvergleich bei idealo.de

Bereits ab 788,49 € ✓ Große Shopvielfalt ✓ Testberichte & Meinungen ✓ | Jetzt Panasonic Lumix DC-S5D Kit 18-40 mm günstig kaufen bei idealo.de

www.idealo.de

 

[2EV]

It's been this price for a while now. At least on Amazon. I bought it in December for the same price.

 

[Quentinquirelino]

The normal price for the Panasonic Lumix S5D Kit 18-40/4.5-6.3 S kit is 1599 euros, but the special offer price is 799 euros. So the discount is 50%. The price of the 18-40mm lens is 529 euros, so you pay 270 euros for the Lumix S5D. The special price is during the winter sale, spring sale, summer sale and autumn sale. Last year I bought such a kit for 899 euros.

Does this mean that the normal price is far too high?

see:

Panasonic Lumix DC-S5D Kit 18-40 mm ab 788,49 € (März 2026 Preise) | Preisvergleich bei idealo.de

Bereits ab 788,49 € ✓ Große Shopvielfalt ✓ Testberichte & Meinungen ✓ | Jetzt Panasonic Lumix DC-S5D Kit 18-40 mm günstig kaufen bei idealo.de

www.idealo.de

I think "normal" price of 1599 € isn't the "normal" price. It's the official recommended retail price by Panasonic. In your Idealo link, you can see a graph for the pricing of the kit since release. The highest sales price was 1299 euro, only for a few days. Most of the time it was at 999 euro or lower.

Market price for the 18-40 lens is in the range of 329 to 399 euro. 549 € is also only the recommended retail price by Panasonic.

That's said, the S5D is a pretty good deal and one of the cheapest ways to get into mirrorless full frame. But the recommended retail price doesn't mean much.

 

[xaviergut]

I think Nikon is following a similar strategy with the Nikon Z5 (original) + the 24-50mm f/4-6.3 lens for 849€ in Germany.

 

[Hythloday]

the S5D is a pretty good deal .

Of course, the Lumix S5D 18-40mm combo is a very good deal. This brand new combo for 799 euros is far cheaper than a second hand combo bought at MPB where you pay about 1000 euros.
Personally it find it ridiculous that second hand gear is more expensive than the same new gear.

If this brand new combo deal is very profitable for Panasonic, why do photographers have to pay so much more for other Panasonic cameras and lenses?

 

[CharlesH]

If this brand new combo deal is very profitable for Panasonic, why do photographers have to pay so much more for other Panasonic cameras and lenses?

I always thought of the S5D 18-40mm combo as a loss leader offering; something to get people into Panasonic cameras. A loss leader is generally not very profitable, and can even be sold at a loss.