Leica and Hasselblad are the only surviving European photography companies in a market that is largely dominated by Japanese camera manufacturers and, increasingly, Chinese lens producers. While Hasselblad has been able to focus on industrial design thanks to investments from DJI, its lenses are manufactured outside of Europe. In contrast, Leica maintains a strong heritage, with much of its product line being produced in Wetzlar, Germany, a town integral to the history of photography.

Last year marked the centenary of the renowned German brand, which has a storied history particularly tied to its M-mount system. Evolving from traditional rangefinder cameras that relied on aligning two images, the introduction of the Leica M EV1 signifies a break from past traditions, demonstrating the brand's willingness to innovate while maintaining its legacy. This shift is pivotal, as it places Leica M cameras at a crossroads between honoring their heritage and embracing modernity.

The Leica M series has engendered a loyal following among photographers who appreciate the craftsmanship and quality associated with the brand. As Leica continues to navigate the competitive landscape against more affordable and technologically advanced offerings from Asian manufacturers, the brand's identity tied to hand-made products and premium pricing may well define its future in the photography market. The questions surrounding the brand's direction suggest a moment of both challenge and opportunity, potentially reshaping its place in the camera industry.