Inspired by the look of an English Bulldog, Spike is MINI’s Intelligent Personal Assistant. MINI has given Spike a pronoun and shall be referred to as ‘he’. He will be making his first major appearance as an art toy at the Auto Shanghai international trade fair in April 2023.
He will be featured in the cockpit of the new MINI Concept Aceman, showcasing his diverse functions on the OLED central display and dashboard. MINI said they will enable comprehensive insights into the digital world of the new model family and Spike’s diverse functions in the further course of 2023.
The company also said that Spike has been an integral part of the MINI brand since 2001 and now embodies a digital character that strengthens the emotional connection between the driver and the car.
“MINI will always be synonymous with emotions and remarkable experiences,” said Oliver Heilmer, Head of MINI Design.
“That’s why we are now taking Spike into the future as a digital character. And he is not just a design experiment – he is becoming a characterful companion for the user experience,” he added.
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