Start Your Cameras!

By Wilson Rothman Sunday, May 23, 2004
    • In Formula 1 racing — kind of a NASCAR for the rest of the world — Michael Schumacher is king. He has claimed six world championships, including the past four for Ferrari. In an example of blatant but stylish cross-marketing, Olympus will introduce in July the official camera of Schumacher's racing team, the Ferrari Digital Model 2004 ($699), a 3.2megapixel digital camera with 3X optical zoom. The innards were conceived mainly by Olympus' brain trust. (Its sleek body is less than 1 in. thick, thanks to a periscope-style zoom lens, and though measuring only 3.7 in. across, it still manages to sport a spacious 2.5-in. LCD screen.) In an automotive homage, the company worked with Ferrari designers to achieve a high-gloss red finish that's identical to the one on their cars. Your camera, however, won't come with a pit crew.