In computing, PC Car (originally PCMCIA, or PCMCIA Card) is the form factor of a peripheral interface designed for laptop computers. The PC Card standard (as well as its successor ExpressCard) were defined and developed by a group of industry-leading companies called the Personal Computer Memory Card International Association (PCMCIA). The United States computer industry created the Personal Computer Memory Card International Association to challenge the Japanese JEIDA memory card devices by offering a competing standard for memory-expansion cards. In 1991 the two standards merged as JEIDA 4.1 or PCMCIA 2.0 (PC Card).