MINI, the classic British brand under BMW Group, has been constantly disrupting traditions since its inception. Each step forward explores innovation, changing the majority’s mindset with the beliefs of a few. This brand philosophy is deeply reflected in the digital field. In 2024, MINI will gather a new family lineup, sparking a trend and achieving a leap in “smart” in the digital domain. From the industry’s first circular OLED central screen evolution to specialized research and design in light, shadow, and sound effects, to real-time remote software updates, BMW Group has created an immersive cockpit full of brand characteristics for MINI using the latest technology, providing a unique and fun experience. The industry-exclusive circular OLED central screen utilizes BMW Group’s latest technology.
MINI is the first global brand to use a circular central display screen. From birth to victory on the Monte Carlo track, the classic round screen has always been with MINI cars. The circular OLED central control screen launched by MINI in 2022 remains unique in the industry.
On the new MINI models, the specially used OLED flexible round screen has more vibrant and delicate colors. Unlike many screens on the market, it does not bleed light on a black background, allowing users to see a truly rich black screen for a more enjoyable visual experience. The OLED round screen has high requirements for technology and cost, making it unique in MINI models. It is thin and sturdy, with a diameter of 240 mm, making it easy for users to operate while maintaining the MINI cabin’s usual agility. The classic 5-way toggle switch still accompanies the round screen, providing a mechanical feel to the switching method.
Based on a round screen, MINI’s interactive system is unique. The new MINI models use a brand-new MINI operating system. With the technical support of BMW Group’s latest operating system platform, the newly designed user interface is filled with round screens, along with MINI’s classic design elements such as circular widgets and flag-shaped touch controls. All app applications are highly adapted to round screens, including circular navigation maps and curved dial controls for air conditioning, making the user experience more immersive and intuitive. Developing a UI for round screens is expensive but makes MINI’s software system unique. The immersive “MINI Experience Mode” combines new MINI sound effects DNA with carefully crafted lighting effects.
The MINI has equipped the new generation of car entertainment system with up to 8 “MINI experience modes”, each carefully designed to match the user’s different moods and travel needs. The experience modes not only adjust the vehicle’s performance and comfort settings, but also incorporate new MINI sound effects DNA and carefully crafted lighting effects to immerse the user.
1. The “Kart Mode” has dynamic driving sound effects and adjusts power and chassis for a sporty feel. The “Vintage Mode” samples power sounds from classic Mini to MINI John Cooper Works GP. The “Chill Mode” creates a relaxing atmosphere with soft lighting. The “Eco Mode” optimizes performance like a hummingbird on a screen, with energy-saving tips for added fun. The default “Initial Mode” includes pedestrian sound protection. 2. MINI enhances user experience with colorful light projections on the center console based on the selected mode. The door panels feature gradient projections instead of direct lighting, while the sunroof lights change accordingly. 3. Meet SPIKE, the digital companion of MINI.
MINI’s digital pet SPIKE is a story-filled little dog. It is based on the real-life mascot, the British Bulldog, and is naturally lively, cute, and emotional. As an intelligent personal assistant in the car, SPIKE has 6 humanized emotional expressions and even tells jokes. It can also change its skin in 8 different ways according to the driving mode, always ready to switch moods with the user. Fun MINI, sparking life’s fire.
MINI always considers what kind of products can make users feel interesting. In the new MINI family, these interesting inspirations have a guiding principle, which is to “spark life”, bringing big surprises with small ideas. For example, in “DJ” mode, users can use their fingers to mix music on the circular screen while playing Bluetooth music, becoming a DJ to ignite the party at any time. Choosing the color of the ambient light can also be operated like playing the “lucky wheel” game.
Outside the car, your MINI will Say Hi! The new family has created three headlight modes for the new models, called “Classic”, “Artistic”, and “Racer”. Due to different car personalities, each headlight mode is different, and the iconic flag taillights will change accordingly, just like cool greetings when friends meet. In the future, through continuous remote software updates, more MINI digital features will be constantly brought to users. The goal of MINI’s digital development is clear: to inherit MINI’s unique genes and transform them into a modern digital experience. In the new MINI family, the future has already arrived in the car.