Bluebird Taxi

Seven years after its inception, in 1972, Bluebird officially launched its taxi service with an initial fleet of 25 Holden Torana vehicles hitting the streets of Jakarta. At that time, Bluebird pioneered the use of the metered fare system in Indonesia—an important innovation that ensured transparency and fairness in fare calculation for passengers. Additionally, Bluebird adopted advanced communication technology for its era by implementing radio systems linked to a centralized operator, enabling efficient coordination and faster order distribution among drivers. These innovations laid a solid foundation for Bluebird’s reputation as a professional and reliable taxi service provider in the country.

In 1979, Bluebird expanded its offerings by introducing Big Bird, a fleet of buses dedicated to transporting students to and from the Jakarta Intercultural School, thereby broadening its reach to serve diverse customer segments.

By 1981, Bluebird reaffirmed its role as an industry pioneer by introducing air-conditioned taxis, a feature that was still rare in Indonesia at the time. This move reflected the company’s commitment to enhancing passenger comfort and raising the standards of the local taxi industry. Bluebird’s professional image was further bolstered when it was appointed as the official driver provider for the 1992 Non-Aligned Movement Summit held in Jakarta, a prestigious international event that showcased Bluebird’s credibility on the global stage.

In 1993, Bluebird expanded into the premium segment by launching Silverbird, an executive taxi service featuring luxury vehicles and specially trained drivers. The launch was officiated at the Jakarta City Hall and witnessed by the founder herself, Mrs. Djokosoetono, highlighting the company’s commitment to innovation. Operational advancements continued in 1994 with the implementation of a computerized Call Center system, which improved the speed and accuracy of customer service and marked the beginning of Bluebird’s digital transformation.

Entering the new millennium, Bluebird remained dedicated to innovation and brand evolution. In 2002, the company refreshed its fleet’s appearance by changing its solid blue paint to a sleek metallic frost blue, a strategic move to reinforce its image as a modern, elegant, and professional transportation provider. Innovation accelerated in 2004 with the adoption of Mobile Data Terminal (MDT) and SIgteg devices, technologies designed to enhance operational efficiency by enabling real-time order distribution to drivers—significant steps toward digitizing fleet communications.

The pinnacle of this era came in 2007 when Bluebird made history by launching Indonesia’s first executive taxi service using Mercedes-Benz vehicles, targeting high-end customers who value comfort, safety, and prestige. These milestones reflect Bluebird’s ongoing efforts to transform and elevate service standards in Indonesia’s transportation sector.

In 2010, Bluebird took a meaningful step to strengthen its national cultural identity by introducing new driver uniforms featuring batik motifs, Indonesia’s world-renowned traditional textile art. The unveiling took place at the Fatahillah Museum, Jakarta, in a ceremony attended by the Director General of Culture, Arts, and Film from the Ministry of Culture and Tourism, alongside Bluebird’s CEO at the time. This initiative not only enhanced the drivers’ appearance but also underscored Bluebird’s dedication to preserving and celebrating Indonesia’s cultural heritage amid the evolving transportation industry.

Bluebird’s commitment to social responsibility became more apparent in 2014 with the launch of Lifecare Taxi, a specialized service catering to passengers with special needs, including the elderly and wheelchair users. Equipped with accessibility features and staffed by specially trained drivers, Lifecare Taxi positioned Bluebird as a pioneer of inclusive transportation services in Indonesia. These cultural and social initiatives demonstrate Bluebird’s dedication to aligning public service with national values and social care.

In 2017, Bluebird marked another milestone in its digital transformation by integrating its taxi booking system with Traveloka, one of Indonesia’s leading travel platforms. This strategic partnership significantly expanded Bluebird’s booking channels, offering customers a more convenient and seamless way to access transportation services. Through this collaboration, Traveloka users gained the ability to book not only flights, hotels, and travel packages but also Bluebird’s exclusive services such as the Jakarta Airport Connexion (JAC) Bigbird and Goldenbird fleets—all within a unified digital ecosystem. This integration strengthened Bluebird’s position as a forward-thinking transportation company, responsive to evolving technology and the increasingly mobile lifestyle of its customers. Beyond expanding market reach, this move underscored Bluebird’s ongoing commitment to enhancing customer convenience and accessibility through digital innovation.