Yashica – A New Horizon 1975

From the rarely seen sales brochure¬†‘Yashica A New Horizon’ published in early 1975.


This booklet was sent to all US camera dealers with a cover letter addressing Yashica’s future plans for distributing their line of cameras and photo equipment directly to dealers in the United States. In all of my years of collecting Yashica related items, this is the first time I’ve seen this publication. It’s a perfect 8.5 x 11 inches, in full color, printed on heavy stock glossy paper with 14-pages filled with photographs never used outside of this book.

Here is the cover letter that accompanied the brochure. It provides some insight into the heart of Yashica and at this point in time, brings to light their attempts to turn the company around and emerge from bankruptcy in a much better place.

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The letter is typed on bond paper (with watermark) and was signed by Mr. Kenji Sakuma so I don’t believe it is simply a photocopy casually dashed off to dealers. It shows how important this new program was to Yashica.

My good friend Paul Sokk (https://www.yashicatlr.com) pointed out the gender-specific remark “In the very near future, one of our salesmen, under the direction…”. When read using today’s optics it would appear as though it was out of place and implied that there would be no women calling on you Mr. Camera Dealer. Considering that this is from Japan and written in 1975 I believe it was simply stating the obvious – there probably weren’t females in these positions at this point in time and it would be many decades before the glass ceiling would be broken (struggles exist even to this day). Of course, the term salesmen could also be interpreted as a generic term for the position as the term sales person had not yet come into use.


A view of the back cover which was released without the usual printing data or date.

The Yashica Line as represented in early 1975. Noticeably missing is the TL Electro X ITS model with its distinctive gold electron logo on the pentaprism.

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The Yashica line as presented in the brochure. The TL Electro X and TL-E are represented in the SLR category but no TL Electro X ITS which I find very odd.

As always, thanks for stopping by! Please feel free to share anything that may enhance this post or correct any inaccuracies. – Chris

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Copyright © 2015-2019 Yashica Pentamatic Fanatic, Chris Whelan
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In the Shop – New listings added this week

New in the shop this week you’ll find an interesting mix of fine photo gear and cameras – all on sale!

Stop by and see for yourself at http://www.ccstudio2380.com

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Thanks for stopping by and be sure to visit my studio shop at http://www.ccstudio2380.com for more details and pics on these items and to see what else is on sale. – Chris