Spike, Mini’s digital assistant is a Bulldog

The universe Mini presents the new version of the Bulldog Spike, the digital assistant. Memo inspired by the look of an English bulldog. Spike guides through the operating concept of the future model family of the British brand.

Reinvented, transformed into animation and brought into the digital world, it becomes an active protagonist in the passenger compartment – ​​starting with the new Mini Concept Aceman exhibited at Auto Shanghai from 18 to 27 April in China – present through the central circular OLED display and on the dashboard.

Mini introduces Spike, the digital assistant Bulldog, source Mini

Mini, Spike appears on the dashboard and OLED display

Spike is one of the active protagonists in the cockpit of the new Mini Aceman Concept. The new dedicated mode is the perfect stage for the digital companion, which is presented to the public for the first time on the circular OLED center display and dashboard.

The brand of BMW Group will allow comprehensive insights into the digital world of the new model family and the different functions in the course of 2023. Spike has accompanied the success story of the British company since the debut of the modern Mini in 2001. The bulldog, with its compact stature and powerful , British heritage and sympathetic nature, he was considered the perfect animal equivalent of Mini even at the time.

“Mini will always be synonymous with extraordinary emotions and experiences – he has declared Oliver Heilmer, responsible for the design of the brand – That’s why we’re now bringing Spike into the future as a digital character.

And it’s not just a design experiment: it’s becoming a signature companion to the user experience.” “For the Mini community – said Heilmer – we have developed Spike from an initial sketch to a versatile companion that attracts attention beyond the vehicle interface. Spike had already been put in scena come art toy on the occasion of the world premiere of the Mini Concept Aceman”.

Mini introduces Spike, the digital assistant Bulldog, source Mini

Mini, the Bulldog Spike among the protagonists of the stand in Shanghai

The Mini design team drew Spike from an initial sketch, transforming it into a versatile companion that draws attention beyond the vehicle and, according to the house, wherever the cute little animal appears, it offers unexpected experiences and exciting encounters. With the launch of the new model family, the brand aims to consolidate the vehicle’s bond with the driver, an emotional bond between the person and the car strengthened by the digital character that Spike embodies in perfect Mini style.

“Everywhere Spike appears offers unexpected experiences and exciting encounters. The launch of the brand’s new model family strengthens the vehicle’s link with the individual lifestyle of the drivers. This emotional connection between the person and the car – concluded Heilmer – is invigorated by the digital character that Spike embodies in a very particular way”.
Ad Auto Shanghai, Spike welcomes visitors to the stand Mini as a ‘toy-work of art’ displayed as a large format sculpture.