What’s in a name? Everything. Toyota knew they had to create the Lexus brand to compete with Mercedes and BMW. Honda created Acura, Nissan created Infinity. In Japan they didn’t change the name, but for the export market the name was everything. It’s no different with cameras. Slap the name ‘Pro’ or designate the number ‘1’ (Canon EOS 1 has always been the flagship AF model, the Canon F1 was the flagship pre-AF model) and everyone expects it to be the best. Since the release of the original Fujifilm X-Pro1, the consumer has always looked to the hybrid viewfinder mirrorless body as the embodiment of Fuji’s top technology and features. The problem occurred when the X-T1 was released 2 years later with a completely different form factor with better performance and features. The X-T1 became the unofficial flagship, but that’s a problem. You can’t have conflicting nomenclature within a product line-up. It’s confusing. When the X-Pro2 was announced in January 2016, it was very clear that the
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