future M card usage. From 2004 the company released a series of “alphabet cards“ that are “tailored to the customers’ lifestyle.” The company became the biggest hit in the local credit card industry with the largest members of 8 million for a single credit card brand. In 2005, the company has partnered with GE Consumer Finance – which later changed its name to GE Capital— allowing Hyundai Card to acquire GE’s risk management know-how and GE to acquire a portion of Hyundai brand. The company launched ”the Black“ in 2005 for the highest-end credit card users, followed by “the Purple” in 2006, “the Red” in 2008, “the Green” in 2018, and “the Pink” in 2020. The “Hyundai Card Zero,” launched in November 2011, is designed to keep up with the changing customer lifestyle. In July 2013, the company announced “Hyundai Card Chapter Two,” a streamlining scheme of its product portfolio. All products were trimmed according to the two main pillars – point mileage and cashback—and instead the customers were given the choice to use their point mileage and cashback freely if they met with a certain usage standard. In October 2015, the company launched ”Digital Hyundai Card” project, that goes beyond introducing mobile/online products, while changing its core nature to an agile and digital-oriented company. Following the launch of Korea’s first PLCC “E-mart e card” in 2015, the company formed PLCC partnership with Hyundai Motor and Kia Motors in 2017. Then followed eBay Korea in 2018 as well as Costco, and SSG.COM, an e-commerce company affiliated with Shinsegae Group, in 2019. By the end of 2020, Hyundai Card partnered up with 10 different companies for its PLCC series. Hyundai Card has launched or is preparing to launch more PLCC products with 14 champion brands including SOCAR, MUSINSA, Genesis, and NAVER. Products Premium Card the Black, the Purple, the Red, the Green, the Pink Point Card M·M2·M3 BOOST, T3, ZERO·ZERO MOBILE Edition2 (points-focused) Discount Card X·X2·X3 BOOST, DIGITAL LOVER, ZERO·ZERO MOBILE Edition2 (discounts-focused) Z Card Z family, Z work, Z ontact Private Label Credit Card (PLCC) MUSINSA Hyundai Card, Socar Hyundai Card, Baemin Hyundai Card, Starbucks Hyundai Card, Korean Air Hyundai Card, GS Caltex Hyundai Card, SSG.COM Hyundai Card, Emart eCard, Costco Reward Hyundai Card, Hyundai BLUEmembers Card, Kia Members Card, Genesis Hyundai Card, Smile Card (ebay) Corporate Culture Company Slogan Strategy + Execution: There can be no execution without strategy