In a world increasingly driven by technology, Spike, MINI’s canine mascot, undergoes a digital metamorphosis. Drawing inspiration from the quintessential English Bulldog, this virtual sidekick illuminates the future operating principles of MINI’s model lineup. As a MINI Intelligent Personal Assistant, Spike offers a plethora of support functions, making his grand debut at Auto Shanghai, an international exhibition in China, from April 18 to 27, 2023.
Spike’s journey commenced alongside the contemporary MINI in 2001, a symbol of the British premium brand’s triumphant trajectory. The bulldog, epitomizing compact power, British lineage, and an affable demeanor, was perceived as the ideal animal counterpart for the MINI since its inception. Oliver Heilmer, MINI Design’s chief, elucidated, “MINI shall eternally embody emotions and extraordinary experiences. Consequently, we’re propelling Spike into the digital domain as a charismatic persona. He transcends mere design experimentation, evolving into an engaging confidant for user interactions.”
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