Published on April 10th, 2023 | by Subhash Nair


MINI Introduces Spike The Digital English Bulldog As Product Mascot

MINI is bringing a digital dog as a Personal Assistant to their upcoming Aceman EV.

Meet Spike, the digital canine friend of the MINI brand. Inspired by the look of an English Bulldog, Spike has been brought to life in the digital world as the MINI Intelligent Personal Assistant. Spike provides various forms of support and guides you through the operating concept of the future MINI model family.

Spike is not just a design experiment; he is becoming a characterful companion for the user experience. He is the perfect animal equivalent of the MINI, with his compact and powerful stature, British heritage, and likable nature. According to Oliver Heilmer, Head of MINI Design, “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.”

Spike will make his first major appearance at the Auto Shanghai international trade fair from 18-27 April 2023, in China. There, he 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.

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. 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.

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. Drivers can look forward to a seamless experience as Spike guides them through the operating concept of the future MINI model family. From navigation to entertainment, Spike will provide various forms of support.

MINI Spike digital assistant comes to life

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