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During the recent Salon de la Photo 2025, held in Paris from October 9 to 12, Canon showed off its new products and discussed its market strategies in an interview with PhotoTrend.fr, a French photography publication. Marie Tranchimand, Marketing Director, Canon France Imaging Technologies & Communications Group (ITCG), discussed Canon’s performance, new products, and development plans as reported by phototrend.fr. The Canon booth featured interactive setups, including portrait sessions with a robotic arm linked to a Canon 1300D reflex camera.
Marie Tranchimand told phototrend.fr,
We’re excited to welcome photography and video enthusiasts to our booth. We’ll be showcasing beautiful products and hosting talks on various photography topics. Our booth will be experiential, with a strong brand signature.
Tranchimand also explained to phototrend.fr that, “our difference is our ability to propose a solution to each usage, each need and each budget, as well as many technologies, such as eye-tracking autofocus, vlogging, or professional camera.”
For me, I have always thought this was Canon’s strength. Canon always seemed to have solutions that would blanket the market, so that no matter your niche, Canon had a product for you. I think they got away from that a bit during COVID and supply shortages, but with the EOS R50V and V1, I think they are getting back to that way of thinking.
Canon’s View on the Market
According to GFK data, the photography market grew by 7% in volume and 5% in value as of August 2025; however, we should note that the tariff landscape could have played a significant role. Canon holds an overall 28% value-based market share across the entire camera market, including compacts. Tranchimand mentioned, “Canon is the leader in this market over the last 12 months.” In the mirrorless camera and DSLR segments, Canon accounts for more than 40% of sales volume and 32% of sales value. The mirrorless segment saw an 8% increase in volume and a 3% increase in value after Canon reached 34.1% in volume and 32.3% in value.
Of note were the professional cameras launched in 2024, such as the EOS R5 Mark II and the EOS R1. These are delivering excellent sales performances for both professional and amateur photographers. The EOS R6 Mark II was Canon’s best-selling camera in 2025 (and I would imagine it was in 2024 as well).
However, despite all the current economic difficulties, the market continues to grow. Tranchimand informed phototrend.fr, “In spite of the economic context, the photo market continues to grow, which helps reduce the effect of the negative factors. This market is mainly made up of enthusiasts, and this forms a good buffer.”
New User Appeal and New Product Appeal
Canon is targeting smartphone users with products specifically tailored towards them. Tranchimand explained to phototrend.fr,
Our products like the V1 and the R50V correspond perfectly to the video and photo usages of young users.
It’s no surprise that the Powershot V1 and R50 V are selling well. I’m tempted to purchase both of them myself and will probably get an R50V this month. Maybe Craig will give me a pay raise.
As well, the Powershot G7X Mark III is still prevalent among content creators but has faced global stock shortages for almost the entire year since late 2024. Canon really needs to make a new G7X Mark IV. Tranchimand stated that large quantities of G7X Mark III’s will be available soon to meet the pending demand.
Also, in the cinema space, it sounds like Canon is hitting its stride again. Canon mentioned that sales of the EOS C50, its newest cinema camera, are strong and well-received by the industry. As well, Canon’s latest lens, the Canon RF 85mm f/1.4L VCM, is receiving strong reviews and excellent feedback from reviewers and users. The Canon RF 70-200mm f/2.8L IS USM Z is also a favorite with photographers, and I presume videographers as well.
The State of DSLRs and Authenticity Standards
Nikon, Canon, and Sony are focusing on mirrorless camera systems, as they have all moved from their DSLR mounts to focus exclusively on new products in their mirrorless lineups. But DSLR cameras, like the EOS 1200D and 2000D, still account for 15% of the market share and appeal to cost-conscious beginners thanks to their low price points. Tranchimand told phototrend.fr, “We continue to respond to all market needs.”
Canon is also continuing to advance the C2PA authenticity standard, most recently in the EOS R5 Mark II and R1. Tranchimand told phototrend.fr,
We are working actively on this norm. Even if our products are not yet all certified, it’s a key subject, especially for professionals.
I hope they do. As I discussed before, having the C2PA authenticity standard on all cameras, not just the top-end professional models, this really seems like the right thing to do, given the prevalence of AI-generated content that is getting better by the nanosecond.
Canon: Full Frame Third Party
Canon wasn’t even trying to be polite when they were asked about third-party lens support for full-frame cameras. It’s like they thought the question wasn’t even relevant.
I can’t comment on upcoming apertures, but our full-frame lineup is already very comprehensive, with over 40 lenses in the catalog. It covers all uses and all budgets, which is already very satisfying for consumers.
Take that as you will, but sounds like Canon doesn’t want or care about any third-party lenses for full-frame cameras. Sorry guys.
However, things like the Tamron 35-150 or the Sigma 2.0/200 ART plus global shutter on the Sony A9R have me leaning over the fence.
Blackmagic Design already went astray with L-Mount over EF or RF.
I don't think this is a smart move by Canon, especially now that we see the others opening up to 3rd party lenses.
That certainly isn't another iteration of "Canon is doomed", but I think it is detrimental to what they could do.
- What else is she supposed to say? She could hardly say: “Our customers are not happy, we have big gaps in our line up and need AF full frame third party lenses”.
- The decision about AF full frame third party RF mount lenses will be taken at the Imaging division HQ in Japan, not in France (or other subsidiary).
Edit: I added the words in bold.The line of Canon RF lenses is VERY limited compared to it's competitors and the old EF-universe. Far away from: "It covers all uses and all budgets"!
In addition: If Canon will allow one day full-frame 3rd party AF lenses, it will not be announced in a press release.
still non like for like replacement for the EF 70-300L.
It's like asking your Uber driver what Tesla’s next big update will be.
Actually, SONY's E mount covers all uses and budgets, with outstanding first and third party lenses without mount adapters, something Canon can't state.
She couldn't say anything else but users will not be happy with a blatantly incorrect comment.... It is simple to dispute. Niches like long macro, tilt-shift, zoom fisheye, UWA prime, mid-priced teles and I am sure that there are others.
EF ecosystem had much longer than 7 years for their active range of lenses but they also had a number of iterations of some of them... 3 was the highest I think.
EF lenses have been discontinued without replacement in RF so EF (at discounted pricing) and RF combined was a much more attractive solution to today.
RF added something on top of EF for the most part to tempt upgraders (like me) over time.
The Chinese manufacturers are happy to make manual lenses for RF mount and I wish that Sigma would do the same for the market segments where Canon has ignored to date. Canon should charge a license fee if they don't want to make them or limit features like @justaCanonuser suggests.
PS: I just got the AstrHori 6/2.8 to play with 🙂
Now that's a wide angle - with such an ultra-wide lens you don't need AF, even wide open.
Btw not only Chinese makers of manual focusing lenses (may) produce lenses for Canon's RF mount: Zeiss offer their Otus 50mm and 85mm f/1.4's for Canon's RF mount, too.
There is no context if this statement is about France, Europe or globally. The best selling camera probably varies from country to country. Japanese sales figures show the R50, R10 and R6 Mk II are selling very well.
I think we will see more new lenses, like 28-70mm F2L, 24-105mm F2.8L IS Z, etc...
We should move forward.... but I do miss the mirror at times... and the battery life...