Iv. Conclusion - Canon EOS Digital Rebel XT White Paper

IV. CONCLUSION

When the original EOS Digital Rebel camera was introduced, it was the first interchange-
able-lens digital SLR to break the $1,000 price barrier. The approximate retail price was
$899* for the body and $999* for the kit with the EF-S 18-55 mm lens. It had 6.3
megapixels, superb, low-noise images, long battery life, and it looked cool. There was
nothing even remotely like it. No wonder Canon sold them by the ton and defined the
under-$1,000 DSLR category in the process. The EOS Digital Rebel camera will remain in
the Canon lineup at a reduced price. It will, undoubtedly, win new converts and create a
whole new category once again.
(* Actual selling prices are set by dealers and may vary.)
Now the EOS Digital Rebel XT camera arrives. It is smaller and lighter, svelte, actually. It
has even higher resolution and image quality, and a complete set of user controls.
Combined with its extra-fast startup time, quick shutter release, short finder blackout
time and excellent burst performance, Canon is defining the under-$1,000 DSLR catego-
ry once again.
Canon has discovered the power of a unique selling proposition: Make products that
exceed the performance and value of everything else in their categories. That was the
case with the original EOS Digital Rebel camera. It was certainly the case with the EOS-
1D Mark II, EOS-1Ds Mark II and EOS 20D cameras. It will surely be the case once again
with the EOS Digital Rebel XT camera.
Contents ©2005 by Canon U.S.A., Inc. All Rights Reserved. Excerpts from this material may be quoted in
published product reviews and articles. For further information, please contact Canon U.S.A., Inc. Public
Relations Dept., (516) 328-5000.
IV. CONCLUSION 26