MINI presents Spike, the digital character for the new model family.


Munich. Spike, the canine friend of the MINI brand,
is reimagined and brought to life in the digital world. Inspired by
the look of an English Bulldog, he guides you through the operating
concept of the future MINI model family. In his role as MINI
Intelligent Personal Assistant, he provides various forms of support.
Spike makes his first major appearance at the Auto Shanghai
international trade fair (18-27 April, 2023) in China.

There, the reimagined four-legged friend will become an art toy
welcoming visitors to the MINI stand as a large-format sculpture. Art
toys are independent works of art that combine elements of toys and
sculptures in the style of urban pop culture. Spike will also be
appearing as an active protagonist in the cockpit of the new MINI
Concept Aceman. The new Spike mode sets the perfect stage for the
digital companion, who is presenting to the public for the first time
on the circular OLED central display and dashboard. MINI will enable
comprehensive insights into the digital world of the new model family
and Spike’s diverse functions in the further course of 2023.

Spike has been accompanying this British premium brand’s success
story since the modern MINI debuted in 2001. The bulldog, with its
compact and powerful stature, British heritage and likeable nature was
considered the perfect animal equivalent of the MINI even at the time.
“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.”

For the MINI community, the MINI Design Team developed Spike from an
initial sketch to a versatile companion that draws attention beyond
just the vehicle; he has already been staged as an art toy as part of
the world premiere of the MINI Concept Aceman. Wherever Spike appears,
he delivers unexpected experiences and exciting encounters.

The launch of the brand’s new model family strengthens the vehicle’s
connection with drivers’ individual lifestyles. This emotional
connection between person and automobile is invigorated by a digital
character that Spike embodies in his very own personable way.

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