PressClub United Kingdom · Article.
MINI presents Spike, the digital character for the new model family.
Mon Apr 10 00:01:00 CEST 2023 Press Release
+++ New digital character called Spike +++ Premiere at Auto Shanghai 2023 and in the MINI Concept Aceman +++ Typical MINI user experience presented for the first time in the new MINI family+++
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Helen Wilson
BMW Group
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Author.
Helen Wilson
BMW Group
Note: This press release is a 1:1 copy of the original issued
by BMW headquarters in Germany. No adaptations have been made to
cater for the UK market.
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.
The BMW Group
With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the
BMW Group is the world’s leading premium manufacturer of automobiles
and motorcycles and also provides premium financial and mobility
services. The BMW Group production network comprises over 30
production sites worldwide; the company has a global sales network
in more than 140 countries.
In 2022, the BMW Group sold nearly 2.4 million passenger vehicles
and more than 202,000 motorcycles worldwide. The profit before tax
in the financial year 2022 was € 23.5 billion on revenues amounting
to € 142.6 billion. As of 31 December 2022, the BMW Group had a
workforce of 149,475 employees.
The success of the BMW Group has always been based on long-term
thinking and responsible action. The company set the course for the
future at an early stage and consistently makes sustainability and
efficient resource management central to its strategic direction,
from the supply chain through production to the end of the use phase
of all products.
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