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"Leica à la carte": From camera dream to dream camera / Modular system with more than 4,000 variations for the Leica M7 and Leica MP rangefinder cameras / Nearly anything is possible – from a camera body in provocative red on to an engraved personal signature
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Solms, Germany – This will quicken the pulse of photography enthusiasts: With "Leica à la carte", Germany's renowned camera manufacturer, Leica Camera AG, now offers a comprehensive modular system to individualise its rangefinder cameras Leica M7 and Leica MP. With the help of an easy-to-use configuration program available at the Leica homepage or at selected Leica specialist dealers, customers with an appreciation for the exceptional can assemble their personal camera creation. A sound selection of discriminating design and equipment features provide for more than 4,000 different combination possibilities. Each "Leica à la carte" is thus an elegant expression of the personality of its owner – from understated and unobtrusive to high-spirited and exciting, everything is possible. The technical details are also perfectly adapted to the owner's special requirements and preferences. A custom-tailored Leica M7 or Leica MP is therefore also always a unique personal present – for oneself as well as for others. These dream cameras may be ordered from selected Leica specialist dealers. The assembly of a "Leica à la carte" is also out of the ordinary. Each camera proceeds through the complex production sequence on its own, so that the individual customer desires may be fulfilled. Once again, this demonstrates that Leica is truly a "manufacturer", in the original 16th century sense, of quality and class through handcrafted achievement rather than mass production.
Fresh colours, exceptional materials Every "Leica à la carte" is as individual as its owner. One glance is enough. While the typical Leica outfit was previously only black, silver, or anthracite; the custom-tailored Leica rangefinder cameras Leica M7 and Leica MP now show their true colours. Among others, provocative Red, Racing Green, or Dark Brown are eye-catchers and transform the cameras into elegant accessories for the fashion-conscious photo fan. Finest nappa or ostrich-look leathers in twelve variations caress the hand with each touch and create a genuinely new, fascinating camera feel. Is perhaps restrained classic charm the desired style? Then Vulcanite leatherette cladding, true to the spirit of the 50s, would be fitting. The top and bottom camera covers are available in three versions – silver chrome, black chrome, or black paint.
Depending on the owner's personal focus, the custom-tailored Leica can be an honourable representative of its brand – or it can perfectly mirror the identity of its owner. The owner can select the red Leica dot or leave it. The retro style Leica signature logo or the owner's signature can be engraved on the top cover. An additional cost option would be the integration of a coat-of-arms or other individual emblem. Just as easily, "Leica à la carte" can be created with no emblems or engraving at all – an example of noble understatement, as well as protection for the dream camera against prying eyes and greedy fingers.
Just as individual as the external features of a "Leica à la carte" are the inner qualities. Three different viewfinder magnifications are available. A standard viewfinder frame is available as well as a minimized finder frame with compactly arranged features.
From camera dream to dream camera in only nine steps The way from camera dream to custom-tailored dream camera is quite easy. The first step is very important; customers do not just simply decide on a camera model, they decide on their own individual understanding of photography: Would the customer like to create living documentary photography and react quickly to rapidly changing situations? Then the Leica M7 with the operating ease and speed of aperture priority automatic exposure is the right model. Would the customer prefer to enjoy the purism of precision mechanics supported by modern exposure metering? Then the Leica MP is the optimum accompaniment for the as exciting as it is delightful discovery of unhurried deliberation – of thoughtful photography, that throws open a fully new way of seeing and experiencing reality. The customer then decides on the colour for the top and bottom covers, followed by the design and colour of the controls. Next, the customer chooses the leather type and colour for the camera body before selecting the viewfinder magnification and viewfinder frame. Finally, the soon-to-be owner can complete the individual "Leica à la carte" camera with personal engraving.
The configuration program offered by Leica at the homepage, www.leicacamera. com, guides the customer effortlessly through the nine selection steps. Prospective customers can also visit selected Leica specialist dealers for expert advice and assistance in the configuration of their custom-tailored camera, on the spot, on the dealer's PC. Only eight weeks after ordering and confirmation, the "Leica à la carte" will be ready – then photography with the dream camera can begin.
Leica: Where the customer is king.
Leica is the first camera manufacturer to offer individually assembled cameras. With this innovative modular concept, Leica further strengthens its image and claim as manufacturer of finest cameras. Here the customer is truly still king; the customer's wishes are the centre of all thought and action. To bring about "Leica à la carte", internal manufacturing processes were further refined and staff qualification intensified. Only such measures can ensure, given this degree manufacturing individuality, that only one single component is produced in series: highest quality.
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