Canon Celebrates Production of 60 Million EF Lenses

Auckland, New Zealand (PressExposure) March 22, 2011 -- Canon announces the achievement of a new EF lens-manufacturing milestone with the production of the company's 60-millionth lens at its Utsunomiya Plant in Japan.

"Canon is proud to have achieved this significant production milestone, which is representative of the huge growth in the popularity of digital SLR photography in New Zealand and around the world," says Mike Johnston, Country Manager of Canon New Zealand. "The Digital SLR format offers the ultimate in quality and creative potential, and its popularity with consumers everywhere is evident by the fact that our last 10-million units were produced in just 13 months, compared with eight and a half years for our first."

Production of interchangeable EF lenses for Canon EOS-series AF (autofocus) single-lens reflex cameras began in 1987 at the company's Utsunomiya Plant, and has since expanded to a total of four production facilities. EF lenses reached the 10-million-unit milestone after approximately eight and a half years in production, followed by the 40-million-unit mark in April of 2008. Owing to the popularity of the EOS Digital series, production then increased and EF lenses achieved the 50-million-unit mark in December of 2009. Canon has since produced 10 million units just in one year and one month and reached the 60-million-unit milestone in January 2011.

R&D delivers 'world's first' innovations

"Canon's continued focus on investment in R&D of approximately 10% of consolidated net sales each year has seen the EF lens feature a range of innovative proprietary technologies that lead the industry," says Johnston. "Our lens technology is a strategic advantage across all camera categories and contributes to Canon's overwhelming No.1 position in the total retail camera market here in New Zealand." *1

Canon's innovations include such world's firsts*2 as the Ultrasonic Motor-powered lens (USM), Image Stabilizer (IS) to compensate for the effects of camera shake, Subwavelength Structure Coating (SWC) anti-reflection technology, and a super telephoto lens that employs a diffractive optical element. Last year, Canon successfully launched the EF70-200mm f/2.8L IS II USM, featuring outstanding optical performance and Image Stabilization.

Canon's current EF lens line-up comprises 65 models*3 ranging from super-wide-angle lenses to super-telephoto zoom lenses, catering to the varying needs of photographers from first-time users to advanced-amateurs and professionals. The company's diverse selection of lenses offers several features including a number of zoom options ranging from standard to super-telephoto, Image Stabilizer-equipped lenses, large-diameter lenses, macro-lenses and TS-E lenses featuring a special tilt-shift mechanism allowing manipulation of image perspective and distortion. In addition, the EF8-15mm f/4L Fisheye USM, the world's first*2 fisheye zoom lens, is planned for market release in March 2011.

"The Canon EOS brand is synonymous with quality and creativity, and the 65 EF lenses available in New Zealand, together with the challenges laid down to users on the World of EOS, allow all photographers to take their photography to the next level of creative expression," added Johnston.

*1 32% share by value for the most recent 12 months. Source: GfK Retail and Technology New Zealand, Digital Still Cameras, Retail Sales Value Jan 2010 to Dec 2010 (excludes MMC, internet and online channels)
*2 Among interchangeable lenses for SLR cameras
*3 Including two EF lens extenders and models available outside of Japan

About Canon
Canon [] is the world's leading imaging brand that actively inspires with imaginative ideas that enable people to connect, communicate and achieve more than they thought possible through imaging solutions for business and consumers. Canon has ranked among the top-four US patent recipients* for the past 19 years, and had global revenues of around $US45 billion in 2010. Canon New Zealand also operates Canon Finance New Zealand which offers one-stop shopping for customers wanting leasing or finance services. For more information, visit,

* Based on weekly patent counts issued by the United States Patent and Trademark Office

Released on behalf of Canon New Zealand by DonovanBoyd PR.

For further information contact:
Caleb Brown
Senior Account Manager
DonovanBoyd PR
09 379 2121 / 021 720 050

About Canon New Zealand

This article is brought to you by Canon New Zealand -Must-have camera accessories for taking great photos. For more great ideas on capturing that perfect moment with great digital cameras [], visit the Canon website.

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Press Release Submitted On: March 22, 2011 at 7:07 pm
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