Featured image from Canon website.
The recent release of the Canon EOS R1 shows that the R1 and R3 are essentially the same product line. The two cameras are so similar that Canon could have named the R1 as R3 Mark II, and that might have made more sense. But Canon didn’t. When the R3 was initially announced almost three years ago, people expected it to be named the R1, but Canon chose otherwise. We don’t know why Canon made these decisions, but let’s try to put ourselves in Canon’s shoes and understand their reasoning.
Why Does Using “1” or “3” Even Matter?
Canon has long used the number “1” to designate their ultimate flagship models. Think of the F-1, EOS-1, and EOS-1D series of cameras – the top-of-the-line, go-to choice for professionals across the globe. By naming the new mirrorless camera the R3, Canon sets a realistic expectation that, while it is a high-performance, professional-grade camera, it isn’t the apex of their product line. This strategy allows Canon to manage expectations, signaling that their mirrorless technology is still evolving, that there likely are plans for an even more advanced model in the future – possibly the R1 – that will represent the pinnacle of Canon’s technological capabilities.
Hypothesis 1: Avoiding Competition
A popular hypothesis among the creator community is that Canon initially considered naming their first professional mirrorless camera the R1. However, Sony released the Alpha 1 earlier that year, a 50-megapixel camera capable of 30 fps bursts with blackout-free live view. While the Canon R3 can also do blackout-free 30 fps bursts, its pixel count is less than half of the Alpha 1 at 24.1 megapixels. The R3 is undoubtedly a high-performing camera for sports photojournalists, but most of its features only trailed the competition. Canon likely wanted to buy some time to develop a camera with industry-leading features, thus opting for the R3 designation.
Hypothesis 2: To Prevent Cannibalizsing the Sales of 1D X Mark III
In January 2020, Canon released the 1D X Mark III, a powerhouse DSLR designed for professional use, particularly in sports and wildlife photography. If Canon had named their new mirrorless camera the R1, it could have inadvertently overshadowed this model. Although Canon was playing catch-up in the mirrorless field, DSLRs still represented a larger market share at the time. Announcing a top-tier mirrorless camera could cannibalize current DSLR sales, including the 1D X Mark III. By opting for the R3 designation, Canon strategically differentiated the new mirrorless offering while preserving the market position and sales momentum of their existing flagship DSLR.
Hypothesis 3: Leveraging Historical Prestige
Sony has led the full-frame mirrorless market ever since releasing the first Alpha 7. However, Sony was often regarded as lacking the historical pedigree of established camera brands, being more of an electronics maker than a professional toolmaker. Canon may have used this opportunity to remind people of their long-standing history by reviving a model number not used for over 20 years. The last camera model with the number “3” was the highly regarded EOS-3 film camera released in 1998. The EOS-3 was known for its advanced autofocus system and professional features. By reviving the “3” designation, Canon aimed to evoke a sense of heritage and reliability, suggesting that Canon is a brand of innovation and trustworthiness.
Conclusion
Canon’s decision to name their then new high-performance mirrorless camera as the R3 instead of the R1 reflected a strategic blend of managing expectations, protecting existing product sales, and honoring their historical legacy. Whether it’s to indicate that the best is yet to come, safeguard the sales of the 1D X Mark III, or leverage the prestige of the EOS-3, Canon’s naming choice was a masterclass in thoughtful branding and market positioning.
