Bluebird’s answer to Grab and Gojek? Not discounts

[JAKARTA] Bluebird, one of Indonesia’s oldest taxi companies, has been around for 53 years. Today, it faces competition from tech giants such as Grab and Gojek as well as emerging players like Vietnam’s Xanh SM, an electric vehicle (EV) startup that operates as Green SM in Indonesia.

But rather than racing to match these newer competitors on price or scale, Bluebird is sticking to delivering consistent and reliable service.

“We’re not targeting every segment and we’re not (entirely) premium either,” says Andre Djokosoetono, CEO of Bluebird Group, in an interview with Tech in Asia during the Asia Economic Summit in Jakarta. “We serve the non-price-sensitive market.”