Mini introduces Spike, the brand’s new in-car digital assistant

MANILA: A dog named Spike will be the new in-car digital assistant for future Mini models.

Spike will lead the drivers through the operating concept of the future Mini model lineup. He gives various forms of assistance in his role as the Mini Intelligent Personal Assistant. Spike, which is inspired by the look of an English Bulldog, made his first public appearance at the Auto Shanghai international trade fair in China.

 

Spike will appear at Auto Shanghai as a large-format sculpture welcoming guests to the Mini booth.

Spike will play a significant role in the cockpit of the new Mini Concept Aceman. The new Spike mode creates the ideal platform for the digital companion, who will appear on the circular OLED dashboard and central display. Mini will release in-depth insights into the digital world of the new model family and Spike's many capabilities later this year.

Since the modern Mini was introduced in 2001, Spike has accompanied the success story of the British premium car brand. The bulldog was regarded as the perfect animal embodiment of Mini because of its compact stature, British ancestry, and charming demeanor.

“Mini will always be synonymous with emotions and remarkable experiences. 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,” Mini Design Head Oliver Heilmer stated.

The introduction of Mini's new model family deepens the relationship between the car and its drivers' varied lifestyles. The digital character that Spike epitomizes in his own endearing way empowers this emotional connection between person and vehicle.

Photos from Mini

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