If you didn’t know, Spike has been Mini’s bulldog mascot since the modern Mini was introduced back in 2001. It’s not exactly the world’s most famous mascot, as evidenced by this. the only article we have that mentions Spike is a 10 year old post from when a writer named PRBot was still working here (RIP). Perhaps, he is more famous among real Mini owners. And soon, if you buy a new Mini, it will also be your new digital personal assistant.
Mini says the Spike’s design was inspired by British bulldogs, which makes sense since Mini is ostensibly still a British automaker even though it’s owned by BMW.
Anyway, where have we been? Oh yes, Mini’s new digital personal assistant. The Spike will be unveiled at the Shanghai auto show this month in the cockpit of the Mini Aceman concept, displayed on the infotainment and driver screens. Spike will then appear in future production Mini models as a “digital companion” that will provide “various forms of support”. You know, like Microsoft’s Clippy.
Oliver Heilmer, Head of Mini Design, said: “Mini will always be synonymous with remarkable emotions and experiences. “That is why we are now bringing Spike into the future as a digital character. And he’s not just a design experimenter – he’s becoming a signature companion for user experience.”
