Spike first started in 2001 as a design experiment and now, it has transformed into a full-fledged personal car assistant. The concept was debuted by MINI during the Auto Shanghai International Trade Fair and has been described as "the digital character for the new model family." The digital four-legged companion promises to enhance user experience and will reportedly provide various forms of support to drivers.
Spike takes inspiration from the English Bulldog and during the trade show, the intelligent personal car assistant appeared in the circular OLED central display and dashboard of the Five-Door MINI Concept Aceman. The playful Spike character is important to MINI's design experience as the brand wants to "always be synonymous with emotions and remarkable experience" according to Oliver Heilmer, Head of MINI Design.
Smart Personal Car Assistants
MINI Recently Debuted Spike, a Smart Personal Assistant
Trend Themes
1. Smart Personal Car Assistants - The trend of using digital assistants in cars continues to evolve, with the growth of Spike showcasing a shift in the way car manufacturers market their vehicles.
2. Digital Companions for Drivers - The emergence of these personal car assistants opens up unprecedented marketing opportunities for tech companies to develop more sophisticated and personalized artificial intelligence offerings, aimed at improving the overall gratification of drivers.
3. Emotion-based Digital Design - MINI's design philosophy based on evoking powerful emotions and experience, shows an increased realization by auto manufacturers that innovative designs transcending beyond just functionality can enhance a customer's driving experience.
Industry Implications
1. Automotive - The automotive industry has the opportunity to create more personalized and intuitive driving experiences, as personal car assistants increase interactivity between drivers and vehicles.
2. Artificial Intelligence - The shift toward developing intelligent systems for cars provides new opportunities for tech companies to leverage artificial intelligence in developing compelling digital companions that meet drivers' needs and preferences.
3. User Experience Design - The increasing emphasis on design elements that evoke emotions and improve user experience shows the growing importance of user experience design across all industries, particularly in the automotive industry, where customer experience is key to retention and differentiation.