One of the upsides for dealers in the fiercely competitive consumer digital SLR market is the ability to offer your customers unprecedented value—a concept that incentivizes sales even in a challenging economy. And it’s no secret that over the past year or so, manufacturers have really pulled out all the stops to create an astonishing generation of enticingly priced broad-spectrum DSLRs designed to appeal to increasingly sophisticated consumers.

What used to be called entry-level or second-tier cameras now sport megapixel ratings comparable to high-end professional models. They’re also packed with performance features to match, including HD movie capability, live-view pro-size LCD monitors and a seemingly endless array of user-friendly conveniences—like auto scene selection, face and smile recognition, and fascinating creative options.

Amazingly, the prices of these extraordinarily adept picture-making machines have held steady or even dropped in response to the intense competition. You can honestly tell your customers, “Now is the best time in decades to invest in a serious broad-spectrum DSLR.” It’s also an opportune time to identify and serve the avid enthusiasts in your consumer base by stepping them up to the next level, the middle tier of DSLRs that includes models offering true pro-caliber imaging performance, faster framing rates, more advanced features, a more robust body build, and a longer service life.

Back in the day, 35mm SLRs were often referred to as the cash cow; now it’s the DSLR’s turn to moo—and bolster your bottom line with the add-on sales of high-margin accessories. We’ve surveyed the field to highlight half a dozen popular broad-spectrum models that represent the latest in high-tech high-value DSLRs. We’ve also mentioned a step-up model for each one that’s likely to whet the appetite of any serious enthusiast.

Canon EOS Rebel T1i

This entry-level DSLR lets consumers enter at a higher level, with a pro-caliber 15.1 megapixel CMOS image APS-C-format sensor and the latest Digic 4 image processor for starters. Other high-end features in this sleek, compact, lightweight entry include a live-view function for accurate prefocusing and editing, the ability to record Full HD video at 1080p and 720p as well as VGA, a built-in dust-cleaning system, a 3.0-inch, 920,000-pixel LCD, ISOs to 3200 in standard mode and 12,800 in expanded mode, 9-point autofocus and a burst rate of 3.4 frames per sec for up to 170 exposures. The T1i also lets users match the color quality of pictures with six preset scene modes. $795 with Canon EF-S 18–55mm IS lens.

Step-Up: Canon EOS 7D
Offering prosumer-level 18MP capture, an amazing 8-fps burst rate, rugged weatherproof body, advanced HD movie mode with manual exposure control and selectable frame rates, a 100% view intelligent viewfinder, 19-point AF and ISO settings to 12,800, this is one formidable machine. $1,699. usa.canon.com

Pentax K-x

This recently announced entry-level DSLR offers an intriguing array of features that would not be out of place on a mid-level model and shoehorns them into an attractively compact, easy-to-use package. Its main specs include a 12.4MP CMOS image sensor, a built-in shake reduction system that works with all lenses, an 11-point SAFOX VIII autofocus system, a 2.7-inch LCD monitor, HD video capability at 720p and, for action shooters, a surprisingly rapid burst rate of 4.7 fps. Among its more fascinating features: auto scene selection with 10 selectable scene modes; a choice of 16 built-in digital filters; face detection for up to 16 faces; and a unique cross-process mode that automatically, randomly adds finishing touches to selected images. $649.95 with Pentax 18–55mm lens.

Step-Up: Pentax K-7
The top-of-the-line K-7 offers impressive pro-oriented features, including: 14.6MP; a 3.0-inch high-res LCD; 100% viewfinder; a tough, weather-sealed body; advanced shake reduction; HD video at adjustable settings; and a burst rate of 5.2 fps. $1,299.95. pentaximaging.com

Nikon D5000

Nikon created this attractive, compact DSLR by borrowing proven imaging technologies from pricier Nikon cameras and building them into an ergonomically contoured lightweight body. It has the 12.3MP DX-format CMOS sensor as the Nikon D90, and like its big brother, it also provides 720p HD video capture with sound, 11-point autofocus with focus tracking, and 3D color matrix metering. A unique feature is its 2.7-inch live-view LCD that can be swiveled and tilted for shooting from almost any angle. Other cool features: in-camera image editing that provides overlaying, distortion controls and tonal adjustments; advanced dust removal; a choice of 19 scene modes; and GPS geotagging so customers will know where they took that great shot. $849 with 18–55mm VR (Vibration Reduction) lens.

Step-Up: Nikon D300S
This upgraded version of the popular prosumer D300 now provides 24-fps 720p HD video capture, a burst rate of 7 fps, a 100% viewfinder, a live-view 3-inch 921,000-dot LCD, dual CF and SDHC card slots, in-camera editing and a visual horizon indicator—all in a dust- and weather-resistant body. $1,699.95. nikonusa.com

Sony DSLR-A500

Sony’s new broad-spectrum consumer DSLR provides outstanding image quality plus high-end features at an affordable price point. Featuring a 12.3MP APS-C-size image sensor coupled to a Bionz image processor just like upper tier Sony DSLRs, it boasts a 5-fps burst rate for capturing action, a tiltable 3.0-inch live-view LCD, built-in image stabilization and auto HDR that captures full detail in high-contrast scenes by combining two exposures. The A500 also offers face detection, smile shutter that automatically takes the shot when your subject smiles, six creative style settings, six scene modes and a smart teleconverter 2x digital zoom, which is claimed to extend the zoom range without compromising image quality. $849.99 with Sony 18–55mm lens.

Step-Up: Sony DSLR-A850
Just half a step below Sony’s Alpha flagship A900, the A850 offers the same impressive 35mm full-frame 24.6MP Exmor CMOS image sensor, two-stage noise reduction, multiple levels of dynamic range optimization, image stabilization, a 3.0-inch high-res LCD, 40-segment metering and creative style modes, all in a weather-sealed body. It also crops images to APS-C size to allow the use of lenses designed for APS-C-size sensors. $1,999.99. sony.com

Panasonic Lumix DMC-GF1

Here’s something different—an interchangeable-lens Micro Four Thirds format camera that provides the functional equivalent of a DSLR in an elegant form factor resembling a classic rangefinder camera. This 12.1MP compact features a 3.0-inch, 460,00-dot LCD screen with automatic backlight control and 720p HD video capture using AVCHD Lite compression for longer recording time. It supports autofocus during recording and provides movie program for selective depth-of-field control. Other features: iA mode with auto scene selection and creative control options, such as seven preset color effects and nine film modes. Like its sibling the GH1, the GF1 accepts myriad lenses in the Four Thirds system via an optional adapter. $899.95 with 14–45mm lens.

Step-Up: Panasonic Lumix GH1
This is Panasonic’s innovative mirror-less 12.1MP DSLR with high-res EVF eye-level viewing, a Live MOS image sensor, iA mode, Mega OIS image stabilization and 1080p Full HD movie recording with manual control options. Another attraction of this unique Micro Four Thirds format DSLR—its compact Leica 14–140mm (28–280mm equivalent) zoom lens. $1,499.95 with 14–140mm lens. panasonic.com

Olympus E-620

Packing the enthusiast-aimed feature set of the middle-tier Olympus E-30 into an amazingly compact 16.8-ounce body, its signature features are built-in art filters and true multiple exposure capability that provide what are normally post-production effects in-camera. Available effects include pop art, soft focus, pale & light color, light tone, grainy film and pinhole, a setting that mimics the look you get with a pinhole camera. Other features: 12.3MP; a hinged, tilting 2.7-inch live-view LCD; multiple aspect ratios; face detection; wireless flash capability; perfect shot preview; and a built-in dust-reduction system. Perhaps the most enticing feature of all for dealers and consumers alike is the E-620’s price: $699.99 with 14­–42mm Zuiko digital lens.

Step-Up: Olympus E-3
This Four Thirds format 10.1MP pro-caliber classic has a weatherproof, magnesium alloy body, impressive operating speed and imaging performance, a burst rate of 5 fps, a swiveling, tilting 2.5-inch live-view LCD, TruPic III image processor, built-in supersonic wave drive image stabilization and a sensor cleaning system. $1,299.99. 
olympusamerica.com