For more than 50 years, Blue Bird Group has been Indonesia’s largest taxi operator.

When you see their sleek modern taxis, you'd never guess that this is a family business that has lasted three generations.

They faced many challenges from competitors like Grab, Uber, and Gojek.

But unlike what you’d expect from a traditional 50-year-old family business, they stayed relevant.

Now, Blue Bird group manages over 15,000 regular taxis. They are Indonesia’s largest taxi operator.

This is how one family’s vision set the standard for the Indonesian transportation industry.

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👩‍👦‍👦 Humble beginnings

In the 1950s, an economic crisis hit Indonesia. Ms. Mutiara Djokosoetono (Ibu Djoko) decided to sell batik (Indonesian traditional clothing) door-to-door to support her family. 

She then pivoted to selling eggs, which was considered a luxury good at the time. This gave her the initial funds to launch a small taxi business after her husband passed away.

Her two children, Purnomo Prawiro and Chandra Suharto, helped start the business. They invested in two cars and even drove the taxis themselves!

Unfortunately, regulations became a problem. They needed 100 cars to get an operating permit but had only 60.

But Ibu Djoko didn’t give up. She applied for a bank loan and she grew the company’s fleet. 

Blue Bird was officially born in 1972. 

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🚗 Driving forward

In the early 2000s, Ibu Djoko’s children took over. They embraced innovation from the start.

They introduced Jakarta’s first taximeters and radio communication system for Blue Bird taxis.

They added a radio-to-mobile two-way communication system to simplify taxi orders.

This led to launching Indonesia’s first taxi booking app, MyBluebird, in 2011. It was the first app to order a taxi from a phone in Jakarta!

Blue Bird also announced their IPO in 2014. 

They wanted to provide a seamless and transparent experience for their customers.

So, they launched Blue Bird MPV (Multi-Purpose Vehicle) and Blue Bird In-Taxi Entertainment.

In 2016, they added improved payment features to their MyBluebird application.

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💪 Fighting competition 

But that same year, Blue Bird was threatened. App-based ride-hailing giants Grab, Uber, and Gojek were now here. 

Blue Bird taxi drivers were mad and protested. They felt these new platforms were replacing their business and creating unfair competition.

But instead of resisting change, Blue Bird embraced it.

What did they do? They partnered with Gojek. And as part of this deal, Gojek acquired 108M shares, around 4.3% stake. Passengers can book Blue Bird taxis via the Gojek app.

This was a strategic ‘coopetition’. It benefited both parties rather than pitting them against one another.

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🛡️Your trusted ride

Trust, reliability, and safety are driving forces of Blue Bird’s growth. 

Their driver selection process is known for being rigorous. Drivers must pass administrative checks, driving tests, and tech training.  

They go through five days of training over six months, covering etiquette, driving skills, and basic English. Every two years, they take a refresher course. The company also conducts secret audits to make sure drivers use their meters.

When President Obama visited Jakarta in 2010, the U.S. government trusted Blue Bird to transport his entourage.

Blue Bird’s drivers aren’t just reliable but are also recognized for their politeness and professionalism. 

The company has a reputation for returning lost items left in taxis.

It’s no wonder why many customers feel confident using their services!  

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⚙️ Staying ahead

Blue Bird continued to innovate to stay competitive. They focused on advancing tech, sustainability and social impact.

In 2019, Blue Bird Group Director Andre Djokosoetono launched the first electric taxi in Indonesia. It included BYD and Tesla vehicles.

The electric taxis charge the same fares as its regular taxis. 

They also collaborated with the state’s electricity company, Perusahaan Listrik Negara (PLN), to provide charging stations for the vehicles. A full charge takes about two hours, giving the cars a range of 300 km!

Blue Bird started initiatives in energy reduction, environmental conservation, and community building. 

They introduced the “One Ride One Seed” programme. They also worked with the World Wide Fund for Nature (WWF) and Jagha Bumi to reduce plastic waste. 

They established a joint venture with Japan’s Mitsubishi UFJ Group for car auctions to sell used cars.

They acquired Cititrans, a top player in the inter-city shuttle business. 

They also switched to fuels such as compressed natural gas.This would produce 75% lower emissions than other fossil fuels.

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🚖 Onto a sustainable future

Blue Bird celebrated its 50th anniversary in 2022. Revenue has grown 62% from 2021.

Their efforts did not go unrecognized. Blue Bird won the “Top United Nations Sustainable Development Goals” Award.

They provided more than 35,000 scholarships. They helped more than 400 women learn skills like sewing, knitting, bedding, cooking, and baking to start their own business!

Riding the tech wave, they aim to integrate AI, machine learning, IoT, mobility apps, and data security.

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“To have sustainable success, we need to continue to build upon our foundation of work and discipline. We are about family values and consider every single person who works in our company as part of our big family,” says Noni Purnomo, Board of Advisors at Blue Bird.

Today, Blue Bird also offers everything from executive rides to limos, car rentals, and bus charters.

They’ve branched into heavy equipment, logistics, resorts, IT, and used car dealerships.

Blue Bird may not be a small family business anymore.

But Ibu Djoko’s commitment to trust, safety, and reliability are still at the heart of the company. These values continue to guide the company as they continue driving into the future of transportation in Indonesia.