Nikon UK unexpectedly raises price on D4, D800 UPDATED

UPDATE (26th March): Nikon has today issued a statement confirming the price increases. However, Nikon add they will be honouring the original prices to retailers on all customer pre-orders placed before March 24th 2012.
UPDATE (24th March): Jessops are now showing the increase on the Nikon D800 (£2599) and Nikon D800E (£2899).
UPDATE: Jessops are now showing the price of the D4 at £5,289, Wex still at £4,799. The prices of the D800 (£2,399) and D800E (£2,689) remain unchanged at the time of posting. Amazon UK have the Nikon D800 at £2,399 but have not shown the Nikon D4 available for pre-order, unlike other dealers. Interestingly, Jersey-based has the D800 listed at just £2,099.99 - though it's not clear if that price includes VAT. They have a 'Pre-Order Price Promise', but it's based on the price dropping (so you pay the lower price), not on it increasing.

According to a contributor* to the Pixiq site, John Walshe, General Manager, Nikon UK has emailed dealers this evening to inform them that due to a "systems error" the RRP (recommended retail price) of the D4 is to be increased by £500 ($800 USD), while the RRP of the D800 is to be raised £200 ($320 USD). Back ordered cameras won't escape the the price hike, it's claimed. We expect a press release from Nikon UK on Monday confirming the story.
At the time of posting, Wex and Jessops are still showing prices of the D4 at £4,799, though that could change as soon as tomorrow morning.
* Pixiq contributor Simon Stafford is the technical editor of Nikon Owner magazine, a publication of the highly-regarded Nikon only UK retailer, Grays of Westminster.
via Pixiq


  1. Why can't Nikon UK just be honest and say that since demand is exceeding supply they feel in a position where they can increase the price?

  2. Absolute disgrace!

  3. If this turns out to be true then there will bad feeling for years to come among the Nikon enthusiasts.

    I'm not sure if I would actually take my pre-order at the higher price (made on day 2 when I first heard about it). If I did any enjoyment of it would always be soured by the terrible way that this was handled, and my view of the brand scarred for life.

    The lack of ability to organise drinking soiree in a brewery springs to mind.

    However I will believe it when it I see it as surely no company could be this stupid?

  4. You only have to look at the prices at Jessops to see that it's true, unfortunately.

  5. Systems error, what a lame excuse and embarrassment for a company that prides itself in customer satisfaction.

    A systems error in Japan, in individual countries or just the UK? Prices are reported to be rising outside Europe.

    Price gouging on the success of the order numbers and/or the price being asked by Canon for equivalent cameras?

  6. Does it normally take 6 weeks for Nikon to identify a system problem!!! Will probably cancel my preorder just on principal

  7. My advice to punters - cancel all your orders, surely you can get by with your D3s until Nikon UK do the right thing and honour all pre-orders at the previously booked price. Shame on Nikon, they should fall on their swords. Would they dare do this in America?

  8. Absolutely bulls#$t. Pre-order cancelled on principle. What an absolutely lame excuse. Complete lack of integrity from Nikon.

  9. Shame on Nikon - what a shambles

  10. I'm waiting to hear from my pre-order supplier - if, as rumoured, they've upped the price for existing orders as well as new ones then I'll be cancelling as it just tips it over my budget, and I just can't deal with a company that's going to do that to me.

    I can't believe that Nikon would be dumb enough to shaft it's core UK fan-base/market who are exactly the people that have pre-ordered. This would be stunningly short-termist if they have really gone this route, and will undo years of great service and cameras in one fell swoop. It's straight from the text-book of what they tell you NOT to do in business school (alienate your core market).

    Plus they would also dumping on their suppliers who would have to inform all their now extremely unhappy pre-order customers that they have been lied to - particularly as the first small batch of pre-orders went through at the originally advertised price.

    I'm waiting to see with fingers crossed that they will honour the pre-orders. If they've just raised the price on new orders, well that's a different deal and wouldn't surprise or upset me in the same way at all given it's success in pre-orders. After all that's part of why I pre-ordered, to avoid this type of nonsense.

  11. I find it difficult to believe Nikon would do this on pre-orders especially, but I would advise readers to speak with their dealers first before cancelling pre-orders.

  12. I spoke to someone who works for a camera shop in the UK. They told me that from what they had been told it is indeed true that the changes apply to ALL orders made by dealers past and future that haven't already been fulfilled, so anything supplied to them is at a new higher wholesale price (and higher RRP).

    So now it will be down to how the dealers respond to this. In the company he works for they have raised their new order prices, and are waiting to be hear from the 'higher ups' on monday what they have to do to pre-orders - it's far from a done deal that they will honour the pre-order price. appear to have confirmed to those that have asked that they will honour the price you ordered at - as a bigger company they have some latitude to absorb such price changes. I have ordered from Wex (which is not the company above), and I'm very worried that as a smaller company they will ask me to pay the higher price despite pre-ordering early. If that comes to pass then I will be very upset, and all the brand loyalty and respect I have had for Nikon over the years will have evaporated. In addition I would have bad feeling towards Wex (even though logically this is unfair), and wouldn't order so much as a lens cap from them in the future.

    Time will tell for sure, but it sure looks like Nikon have really messed up, and it may in part be fudged over by some dealers absorbing the hit which may protect Nikon from some of the heat - completely unfairly IMHO.

  13. Phew - Wex sent me an e-mail at about 10:00am to let me know they would honour the pre-order price, and then I read that Nikon had said they would order pre-orders anyway.

    Great news that they didn't punish those that pre-ordered!

    Thing is I'm not sure who is more happy - me or my friend who was convinced he was going to spend monday afternoon contacting those that had pre-ordered from the camera shop he works for!

  14. Nikon's response has prevented some of the ill-feeling but how are customers going to react to pre-orders next time?


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