Would you trade-in a 35mm full-frame camera for a medium-format camera? No? Not even if you were paid an extra £450 on top of the trade-in price that the retailer offered for your old 35mm camera? Interested now?

Well, from March 4^th until April 30^th 2021, that’s exactly what you’ll be able to do – at least if you live in the United Kingdom and are interested in buying the exciting new Fujifilm GFX 100S.

As if the £5500 list price of the GFX 100S wasn’t already a tempting proposition, Fuji UK are sweetening the deal even further by paying you £450 when you trade-in a qualifying full-frame camera body (or one of a selection of medium-format cameras) at one of the participating dealers.

That’s right – you get £450 off the GFX 100s’ list price, plus whatever the dealer offers you for the camera that you’re trading in.

The list of cameras that you can trade in is massive, going all the way back to the original Canon EOS 5D, which was released way back in 2005 – we doubt that you could get anywhere near £450 for even a pristine EOS 5D if you tried to sell it on eBay, although news of this Fuji promotion may well push up its second-hand price!

At the other end of the scale, we can’t see too many photographers swapping their Canon EOS R5 or Nikon Z7 II for the GFX 100S, even for an extra £450, but at least Fuji are giving you the option, although they’ve stopped short of including the new Sony Alpha 1 on the list!

Going back to that Canon EOS 5D – even if the retailer only gives you a couple of hundred pounds, that still lowers the price of Fuji’s newest 100 megapixel medium-format camera to less than £5,000, which is an incredible deal if you consider that the original GFX 100 still costs £10,000 today.

But that’s not all! Fujifilm UK are also offering either a free NP-W235 battery and a free BC-W235 Dual Battery charger when you buy a GFX 100S, collectively worth another £120 or so.

The only fly in the ointment might be the already unprecedented demand for the GFX 100S, with Fujifilm Japan releasing a statement this month that they’ve been surprised by the amount of early pre-orders for the new model.