Go-Jek unveils local brands for its Thailand and Vietnam launches

Photo credit: Go-Jek / Collage by Tech in Asia

Go-Jek is getting a new look. In Thailand and Vietnam, at least.

The Indonesian ride-hailer has unveiled the names and branding for the “autonomous” units that it’s establishing in the two countries as part of its US$500 million regional expansion plan.

In Vietnam, Go-Jek’s services will be provided by Go-Viet. It will begin beta testing in July before a full launch in the following months, Go-Jek said in a statement.

Photo credit: Go-Jek

In Thailand, on the other hand, Go-Jek’s local unit Get is still in “consultations” with “various local stakeholders including the government, driver-partners, and consumers.”

Photo credit: Go-Jek

Both new companies will initially offer ride-hailing and logistics services, with food delivery and digital payments set to follow at a later date, Go-Jek said.

A risky gamble

What’s striking about the Go-Viet and Get brands is how much they appear to diverge – in a visual sense, at least – from Go-Jek’s own branding.

Photo credit: Go-Jek

When the Indonesian firm announced plans for its first international expansion effort last month, it said operations in new markets will be run by local founding teams. Go-Jek itself would provide technological support and expertise to these “local companies,” which would be free to “determine their own brands and identities to ensure good traction in each new market.”