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PressClub Global · Article.

MINI presents Spike, the digital character for the new model family.

+++ 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+++

Technology
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Mobility of the future
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Design, Concepts, Studies
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Shanghai
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MINI Cooper
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Asia
 

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.

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BMW Group Streaming

AUTO CHINA 2024.

Beijing. 24/25 April 2024.

Here you can see the Webcasts of the BMW Group Night and Press Conference at the Auto China 2024; with the World Premieres of the new MINI Aceman and the new BMW i4.

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CO2 emission information.

Fuel consumption, CO2 emission figures and power consumption and range were measured using the methods required according to Regulation VO (EC) 2007/715 as amended. They refer to vehicles on the German automotive market. For ranges, the NEDC figures take into account differences in the selected wheel and tyre size, while the WLTP figures take into account the effects of any optional equipment.

All figures have already been calculated based on the new WLTP test cycle. NEDC figures listed have been adjusted to the NEDC measurement method where applicable. WLTP values are used as a basis for the assessment of taxes and other vehicle-related duties which are (also) based on CO2 emissions and, where applicable, for the purposes of vehicle-specific subsidies. Further information on the WLTP and NEDC measurement procedures is also available at www.bmw.de/wltp.

For further details of the official fuel consumption figures and official specific CO2 emissions of new cars, please refer to the “Manual on the fuel consumption, CO2 emissions and power consumption of new cars”, available at sales outlets free of charge, from Deutsche Automobil Treuhand GmbH (DAT), Hellmuth-Hirth-Str. 1, 73760 Ostfildern-Scharnhausen and at https://www.dat.de/co2/.

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