Hyundai Motors argued that the KFTC’s decision was unreasonable on the grounds that ①
raising the credit limit of Hyundai M card was intended to promote its sales; so, there was no
purpose of helping this affiliated company in a favorable position; ② considering the market
share of Hyundai Card and the amount of credit card payments for the period concerned, it
was difficult to recognize any restriction of competition; and ③ there was a justifiable reason
since the credit limit of non-affiliated companies’ cards was set differently because these
companies demanded higher interchange fees from the merchants than Hyundai Card.