MINI is a British premium automotive brand, and it makes sense then that when the need arose (did it really?) for a digital assistant it would be based on something very British - like the beloved bulldog. Guessing that’s thanks to old Winston Churchill. Spike has been a MINI mascot of sorts since the modern MINI was introduced back in 2001, and his current incarnation was recently revealed to the world, the iconic pet has been reimagined and brought to life in the digital world to guide drivers through the operating concept of the future MINI model family. Thanks to its compact and powerful stature, British heritage and likeable nature, the bulldog was considered the perfect animal equivalent of the MINI. The MINI Design Team developed Spike from an initial sketch into a versatile companion that draws attention beyond just the vehicle. Spike has already been staged as an art toy as part of the world premiere of the MINI Concept Aceman. Art toys are independent works of art that combine elements of toys and sculptures in the style of urban pop culture. MINI is enabling comprehensive insights into the digital world of the new model family and Spike’s diverse functions help owners navigate the onboard systems that can be a little daunting at times.
Take a look at the YouTube video that shows a little about the new onboard digital assistant for new MINI models in the near future - a cool animated English Bulldog that's pretty much the car version of that weird little paperclip assistant you used to find in Microsoft Word years back: MINI Spike - a new digital assistant makes its debut | CWMedia
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