MINI Drivers Will Get Virtual Assistant In The Form Of… An English Bulldog
Drivers hopping into their MINIs can say hello to a new friend, as the automaker recently introduced an animated English bulldog as its virtual in-car personal assistant. While having a dog as the equivalent of Siri or Alexa may seem strange, it does add a touch of cuteness to the ride.
The pet mascot, named ‘Spike’, first made an appearance when the brand rolled out a new identity in 2001. The time has now come for it to take on a personality, allowing for the canine to guide drivers through operating future concept cars.
While none of the assistant’s capabilities have been confirmed just yet, the company did reveal the character will be debuting at the Auto Shanghai international trade fair later this month, where it will exist as an art toy welcoming visitors in the form of a sculpture.
Additionally, Spike will feature as an “active protagonist” behind the wheel of the new MINI Concept Aceman vehicle, presenting itself on the OLED central display and dashboard within the car.
“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,” said Oliver Heilmer, Head of MINI Design.
