December 22, 2024

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[THE INVESTOR] The “Chameleon” is Hyundai Card’s answer to convenient credit card use.

Most people have five different cards in their wallet because each has its own special benefits. One may be for discounts at the theater, another for shopping, and so on. With the Chameleon Card, users can combine all these benefits to pick and choose. 

A dedicated mobile app helps users download the functions of different Hyundai credit cards. Users must own at least one Hyundai credit card to apply.

The name Chameleon may seem a bit unusual for a credit card, but it was chosen because it clearly embodies Hyundai Card’s pursuit of innovative design, according to the company.

“Hyundai Card Chameleon was developed to give our customers a chance to more conveniently enjoy all the benefits of Hyundai Card,” said a company official, adding that there are no additional or annual fees for using the Chameleon.

Technology also plays a part in Chameleon credit cards, which change colors depending on the reflection of light. The phrase written on the front also changes depending on the direction it is read. When viewed from the right, the card reads “CHOOSE WHEN YOU WANT.” From the left, it reads “USE WHAT YOU WANT.”

Hyundai Card also revealed that it gave extensive facelifts to other credit cards to shake things up. This time, the firm has decided to literally go with the digital flow by introducing a vertically shaped credit card. Instead of TVs or PCs, consumers are now more used to the vertical screens of portable devices, such as smartphones and tablets. 

Hyundai Card also moved the serial number and expiry dates to the back of the card to leave the front free to better showcase the brand logo and new catchphrases. The M card, for instance, is emblazoned with “M or Nothing,” while the X card has “X or What” written on it. The new cards come in vivid color tones that adhere to the solid color scheme of its card plates.

“The card plate is the most essential element that expresses Hyundai Card’s corporate identity as it is a key medium that connects customers with the company. Our new designs illustrate our company philosophy and future strategies,” said a company official.

By Alex Lee (alexlee@heraldcorp.com)