As Hall has said before: “Winning the Dakar is never easy – there are a lot of people trying. This year’s race was no exception, and brought a rollercoaster of emotions and results for the team.”
The first serious blow came when De Villiers / Von Zitzewitz tumbled down the order and out of contention on Stage 3, after hitting a rock in thick dust. This relegated the 2009 winners to a supporting role; while a similar fate befell Dutch driver Bernhard ten Brinke and his French navigator, Xavier Panseri just one day later.
“In a sense it was very comforting to have two water carriers supporting Nasser,” said Hall after the race. “But even so, I’d have preferred to have had them challenging for overall positions rather than stage wins.”
Sadly, Ten Brinke / Panseri’s race came to a premature end on Stage 8, when they suffered transmission failure in some of the biggest dunes on this year’s race. This meant that De Villiers / Von Zitzewitz became the sole supporting crew for Al Attiyah / Baumel.
“Obviously we came here to try to win the race,” said De Villiers, who recorded a ninth place in the end. “But once that dream ended, we were happy to support Nasser and Mathieu’s effort. If we couldn’t win it ourselves, the next best thing was for one of our teammates to take the victory, and I am overjoyed at the final result.”
De Villiers, who had only finished outside the Top 10 once in the 15 previous Dakar Rallies he had raced in, clawed his way back up the leaderboard, and found himself in eighth place with just the final stage to go.
“But the organisers ran the final stage in reverse order, and the team decided that Dirk and I needed to wait for Nasser and Mathieu. So, we started the stage, but then pulled over and waited in the dunes,” explained De Villiers. “Luckily our crew had packed two deck chairs for us, so we could watch a bit of racing in comfort.”
The pair waited out the 55 minutes before their teammates launched into the stage, and then followed in close formation. Sadly, this cost De Villiers / Von Zitzewit a place in the overall standings, and they had to settle for ninth in the end. Even so, De Villiers’ Top 10 record remains intact.
For Toyota Gazoo Racing SA, the win in Peru comes as the cherry on top of an amazing Dakar record. “This is the one spot we needed,” said an elated Hall after the dust had settled over the 41st edition of the Dakar. “And it feels amazing to finally win.”
Click here to read the rankings and records from the Rally.
Millennials turning 40: NOW will you stop targeting them?
It’s one of the most overused terms in youth marketing, and probably the most inaccurate, writes ARTHUR GOLDSTUCK
One of the most irritating buzzwords embraced by marketers in recent years is the term “millennial”. Most are clueless about its true meaning, and use it as a supposedly cool synonym for “young adults”. The flaw in this targeting – and the word “flaw” here is like calling the Grand Canyon a trench – is that it utterly ignores the meaning of the term. “Millennials” are formally defined as anyone born from 1980 to 2000, meaning they have typically come of age after the dawn of the millennium, or during the 21st century.
Think about that for a moment. Next year, the millennial will be formally defined as anyone aged from 20 to 40. So here you have an entire advertising, marketing and public relations industry hanging onto a cool definition, while in effect arguing that 40-year-olds are youths who want the same thing as newly-minted university graduates or job entrants.
When the communications industry discovers just how embarrassing its glib use of the term really is, it will no doubt pivot – millennial-speak for “changing your business model when it proves to be a disaster, but you still appear to be cool” – to the next big thing in generational theory.
That next big thing is currently Generation Z, or people born after the turn of the century. It’s very convenient to lump them all together and claim they have a different set of values and expectations to those who went before. Allegedly, they are engaged in a quest for experience, compared to millennials – the 19-year-olds and 39-olds alike – supposedly all on a quest for relevance.
In reality, all are part of Generation #, latching onto the latest hashtag trend that sweeps social media, desperate to go viral if they are producers of social content, desperate to have caught onto the trend before their peers.
The irony is that marketers’ quest for cutting edge target markets is, in reality, a hangover from the days when there was no such thing as generational theory, and marketing was all about clearly defined target markets. In the era of big data and mass personalization, that idea seems rather quaint.
Indeed, according to Grant Lapping, managing director of DataCore Media, it no longer matters who brands think their target market is.
“The reason for this is simple: with the technology and data digital marketers have access to today, we no longer need to limit our potential target audience to a set of personas or segments derived through customer research. While this type of customer segmentation was – and remains – important for engagements across traditional above-the-line engagements in mass media, digital marketing gives us the tools we need to target customers on a far more granular and personalised level.
“Where customer research gives us an indication of who the audience is, data can tell us exactly what they want and how they may behave.”
Netflix, he points out, is an example of a company that is changing its industry by avoiding audience segmentation, once the holy grail of entertainment.
In other words, it understands that 20-year-olds and 40-year-olds are very different – but so is everyone in between.
* Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter and Instagram on @art2gee
Robots coming to IFA
Robotics is no longer about mechanical humanoids, but rather becoming an interface between man and machine. That is a key message being delivered at next month’s IFA consumer electronics expo in Berlin. An entire hall will be devoted to IFA Next, which will not only offer a look into the future, but also show what form it will take.
The concepts are as varied as the exhibitors themselves. However, there are similarities in the various products, some more human than others, in the fascinating ways in which they establish a link between fun, learning and programming. In many cases, they are aimed at children and young people.
The following will be among the exhibitors making Hall 26 a must-visit:
Leju Robotics (Stand 115) from China is featuring what we all imagine a robot to be. The bipedal Aelos 1s can walk, dance and play football. And in carrying out all these actions it responds to spoken commands. But it also challenges young researchers to apply their creativity in programming it and teaching it new actions. And conversely, it also imparts scholastic knowledge.
Cubroid (Stand 231, KIRIA) from Korea starts off by promoting an independent approach to the way it deals with tasks. Multi-functional cubes, glowing as they play music, or equipped with a tiny rotating motor, join together like Lego pieces. Configuration and programming are thus combined, providing a basic idea of what constitutes artificial intelligence.
Spain is represented by Ebotics (Stand 218). This company is presenting an entire portfolio of building components, including the “Mint” educational program. The modular system explains about modern construction, programming and the entire field of robotics.
Elematec Corporation (Stand 208) from Japan is presenting the two-armed SCARA, which is not intended to deal with any tasks, but in particular to assist people with their work.
Everybot (Stand 231, KIRIA) from Japan approaches the concept of robotics by introducing an autonomous floor-cleaning machine, similar to a robot vacuum cleaner.
And Segway (Stand 222) is using a number of products to explain the modern approach to battery-powered locomotion.
IFA will take place at the Berlin Exhibition Grounds (ExpoCenter City) from 6 to 11 September 2019. For more information, visit www.ifa-berlin.com