Spike – the digital character for the new MINI model family

MINI introduces a canine companion to the digital world – Spike, an English Bulldog-inspired character. Spike will be the face of the new MINI model family acting as MINI's Intelligent Personal Assistant.
Spike will make his grand debut at the Auto Shanghai international trade fair (18-27 April, 2023) in China. The multiple applications of Spike will be presented throughout the year.

Since the modern MINI was introduced in 2001, Spike the bulldog has been at the heart of this British premium brand's success. The bulldog, with its commanding figure, English roots and affable attitude, was seen as a fitting animal representation of the MINI from the start.
With the launch of the new MINI model family, the brand enhances the link between the drivers' individual lifestyles and their vehicles and this emotive relationship is further enriched by the inviting personality of Spike.

“MINI will always be synonymous with emotions and remarkable experiences. 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.” – Oliver Heilmer, Head of MINI Design

Pictures: MINI