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45 BlueBird

BLUE BIRD

Company: PT Blue Bird Tbk

Brand value: US$236 million

Headquarter city: Jakarta

Year on year change: -4%

Industry: Transportation

Year formed: 1972

Blue Bird provides premium-quality taxi services from 61 centres across Indonesia, including Jakarta and most large cities. With a fleet of nearly 25,000 taxis, plus more than 6,000 luxury taxis and rental cars, the company has been at the forefront of innovation in the taxi sector. In the past year, it has revamped the My Blue Bird app, and has established a partnership with the Go-Jek platform, called Go-Bluebird, allowing consumers to order Blue Bird cars via the Go-Jek app. The business has also invested in rejuvenating its fleet with 1,200 new spacious MPV-style Toyota Avanza Transmovers, which are highly popular with customers. It has also been working with Mastercard so that passengers can pay using their credit cards. The role of taxi drivers in giving tourists a warm welcome to Indonesia has come under the spotlight in Blue Bird’s partnership with the Ministry of Tourism’s “Wonderful Indonesia” campaign. The brand is also working with travel brand Traveloka in 10 Indonesian cities. This arrangement allows travellers to book taxis and shuttle buses in advance, when they make their flight and hotel bookings. Blue Bird marketing in the past year has highlighted the many ways in which the brand has been working to improve its services and make life easier for people to get around.