Sony has cut the retail prices of its A7 series flagship mirrorless cameras in an attempt to become the market leader of full-frame mirrorless cameras.
Sony said it decided to bring down the prices to make them more affordable to photo enthusiasts.
The price cut took effect on Tuesday.
The price of the flagship ILCE-7RM Mark II dropped from Bt109,990 to Bt99,990 with another Bt10,000 discount being offered when the purchase is made.
The Sony ILCE-7SM Mark II will still cost Bt99,990 but buyers are eligible for a Bt10,000 discount when making payment.
The Sony ILCE-7M2 body’s retail price dropped from Bt54,990 by Bt3,000 and another Bt3,000 discount is given when the purchase is made, allowing it to be acquired for only Bt48,990. If paid using certain credit cards, buyers will also be eligible for 5 per cent cash refund.
The Sony ILCE-7M2K with 28-70mmn lens kit retail price of Bt64,990 was cut by Bt5,000 with an additional Bt6,000 discount when a purchase is made, making the paid price Bt53,990.
Sony launched its first mirrorless camera in 2010 and its A7series was launched in 2013, winning worldwide acceptance for its advanced photography technologies and compact body. The full-frame photography means the cameras use image sensor that has the same size with 34mm film, and thus enhancing the picture quality.