The Alpha a380, a330 and a230 models are all smaller and lighter than their predecessors, and all come packing Sony's new graphical user interface complete with on-screen help guide for when you get stuck.
The a380 leads the pack of new starters, with a 14.2 megapixel sensor, Quick AF Live View and a 2.7-inch tilting LCD screen. The a330 is next up, boasting similar credentials but drops the megapixels down a few notches to 10.2MP, while the a230 rounds off the line-up, dropping the Live View and tilting screen for a cheaper price tag.
All three cameras will boast HDMI output, continuous shooting at up to 2fps and Sony's SteadyShot Inside image stabilisation.
No pricing has been announced for the UK as yet, but we're chasing Sony for details and will keep you in the loop.
In the meantime be sure to check out what we thought of Sony's Alpha A900 in our review.