Blue Bird Group not only relies on its reputation as Indonesia’s leading taxi fleet but continues to update its strategies to remain relevant in the modern era. Recently, Bluebird has set a target to add up to 1,000 electric vehicles (EVs) by 2025 as part of its transformation towards environmentally friendly mobility (Fauzan & Salim, 2025). This transformation is not just about the fleet; Bluebird is also strengthening its digital services through the MyBluebird app. Features such as online booking, real-time trip tracking, and cashless payment methods, such as e-wallets, make the user experience easier and more convenient, responding to the preferences of today’s customers (Wandira & Dewi, 2025). In addition, Bluebird has expanded its service range beyond regular taxis. It has developed rental, shuttle, airport transportation, and electric fleet services, creating a variety of service options to suit user needs. This approach shows that Bluebird positions itself as a complete “mobility solution” provider, not just an ordinary taxi company (Bluebird Group, 2025).  Ultimately, the combination of a strong reputation, digital innovation, commitment to sustainable mobility, and service diversification keeps Bluebird relevant amid fierce competition in the ride-hailing market and growing environmental awareness. Bluebird shows that even traditional companies can thrive with adaptation and the right marketing strategies.   References https://www.bluebirdgroup.com/news/pendapatan-tumbuh-124-hingga-kuartal-iii-2025-bluebird-perkuat-kontribusi-non-taksi-dan-layanan-regional?lang=en& https://industri.kontan.co.id/news/bluebird-perluas-kemudahan-transaksi-dengan-integrasi-pembayaran-ovo-di-mybluebird https://www.antaranews.com/berita/4709853/bluebird-utamakan-industri-domestik-dalam-penguatan-armada-ev Written by M. Fairuz Falifasya Lubis, Management 2025, Public Relations The 19th IMOTION