Hasselblad’s Ferrari-branded H4D medium format camera is now shipping to the wealthy among us. This is basically just an H4D with a Ferrari makeover. Not that that justifies the price.

Just 499 of these are available today. That’s how many insane rich folks they think might buy one. Each one costs €21,499 ($28,425) + tax.

Hasselblad has unveiled a long awaited upgrade to its H System medium format cameras. The H4D is touted as being one of the first cameras to feature a true off-center autofocus system, known as True Focus. Even DSLRs often have to focus first and then reposition the camera to get focus away from the center, but the H4D has a yaw rate sensor that detects the horizontal and vertical movement away from the focus point and refocuses the lens to compensate for it.

The camera features automatic adjustment for color, vignetting and other image qualities and can be connected to a computer over FireWire to bypass the camera’s storage. The company’s own Phocus software has also been updated to be faster and easier to use.