American Express is going to discontinue their IN:NY, IN:Chicago and IN:LA cards. These cards were originally targeted at a younger segment of the market.
These cards had a different program from the Membership Rewards Program. The program had partners that were local to the cards. For example, New York cardholders had different partners in their program compared to other cardholders from LA or Chicago. From November 1st, these three cards will be discontinued.
This episode reminds me of the the Classic Coke versus the New Coke experiment a while back. American Express wanted to reach out to the younger segment as their traditional client base has been wealthier and older individuals. But I guess looking back, the reason they had an older consumer base is because their charge cards required cardholders to pay in full every month. American Express has over the years got into the regular credit card segment by coming up with a series of no annual fee credit cards.
But with the recent credit crisis, and rise in delinquency rates, I guess it wasn’t a surprise that they are closing unprofitable credit cards. The true lesson is that while American Express’ traditional high end clients may not be growing as fast as one would like, they are still a better segment because they will be less affected by the economy than us regular folks.
But at the end of the day, these cards were discontinued simply because there was not enough demand. The design of the card looked really nice. But there just weren’t enough cardholders to make them viable. Existing cardholders will have their cards replaced by the Blue Card – which frankly has a much better reward program. Gone is the slick black design and in is the clear card design that the Blue series has.










