Panasonic GX7 focuses on style-conscious photo enthusiasts

Panasonic seems to finally be seriously going after the photo in-crowd with the Lumix DMC-GX7, its replacement for the relatively old DMC-GX1. While its cameras have long had an enthusiast-friendly feature set, Panasonic is putting its latest technology in a more attractive body that competes directly in the hot retro-enthusiast segment against models like the Fujifilm X-E1 and Olympus PEN E-P5.

Two years is a long time in this rapidly growing part of the market, but the Lumix DMC-GX7 looks like a lot more than a me-too catchup update. Though it uses a 16-megapixel sensor, it's a new version that incorporates a variety of technological updates, albeit nothing that sounds particularly novel. Panasonic claims a 6dB increase in signal-to-noise over the GX1 and a 10 percent increase in sensitivity and saturation, thanks to a combination of deeper and wider photodiodes; rounder and taller microlenses (for better focusing of light on the diodes); a dedicated circuit to separate the noisiest signal from the rest; and the latest version of its Venus Engine image processor (the same as in the GF6 and G6).

Panasonic Lumix GX7 photos and photo samples

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The camera also adds a built-in electronic viewfinder with a traditional TFT LCD display for better color reproduction. It's the first built-in EVF that tilts, a really nice capability that we usually only see in add-on EVFs. Also, with this model, Panasonic, traditionally optical-image-stabilization-oriented, rolls out its first sensor-shift-stabilized camera; the camera supports both systems. And while Panasonic's performance is generally pretty good, the AF system in the GX7 has improved sensitivity, with a claimed ability to focus in light as low as -4 EV -- that's astrophotography level.

Panasonic also touts improved video performance; it's binning pixels down to 1,920x1,080 for better sensitivity and resolvability.

And of course there's the GX7's design, a magnesium-alloy body and the black-and-silver two-tone retro look that's become so popular of late. (The all-black version shown here in photos from our Australian sister site will only be available overseas.) With two adjustment dials, three custom-settings slots on the mode dial, an AE lock button, and multiple programmable function buttons, it really seems designed for control-oriented photographers. The popup flash can be tilted back to bounce light, one of my favorite general camera features, along with focus peaking for manual focus. A few new special-effects filters -- mostly enhanced monochrome options -- and Wi-Fi connectivity with NFC also join the feature parade.

Here are some of the GX7's competitors:

One of my favorite parts of a new camera briefing is when they trot out the comparisons with selected competing products. In this case, Panasonic made a big deal of comparing the image quality to that of the Olympus OM-D E-M5 -- certainly a good camera, but a relatively old one for which image quality has since been surpassed by the E-P5. (In my notes, I also wrote, "Compared to D800E. Bad idea.")

That said, on paper the sensor improvements sound good and I think the GX7 will give the E-P5 some decent competition; the power to use lenses with or without OIS and still have stabilization is a real competitive advantage. Its video-relevant specs look especially good, with the binning promising better-than-average quality, the tilting EVF offering extra shooting flexibility, and the low-reflectance LCD potentially improving usability. It's a little frustrating, though, that it in some ways rivals the DMC-GH3 for video capabilities, but it doesn't share the high-bit-rate codec or mic jack, which would be useful for people who just want better video out of the box and don't need a lot of the production features packed into that model (such as time code and clean HDMI out). I also suspect the location of the record button, not easily reachable with thumb or forefinger, will probably annoy me once I get to take it out for a test shoot.

The company also announced a new Leica Micro Four Thirds lens series with its debut lens: the Leica DG Nocticron 42.5mm f1.2. Panasonic hasn't revealed any real specs, availability, or pricing for it; however, it does seem to have optical image stabilization for backward compatibility.