Mitsubishi Motors in late 1999 launched the Mitsubishi Proudia car, a luxurious and positioned just below the flagship Mitsubishi Dignity limousine in the company price range. Portmanteau, the name given to it is derived from the English word “proud” and “diamond” (which refers to company’s logo) which is “fitting description for Mitsubishi Motors’ ultimate luxury car”. Hyundai of South Korea in collaboration with Mitsubishi Motors prepared the whole Proudia/Dignity range. They also advertised their own version as the Hyundai Centennial/Hyundai Equus. The Proudia was designed to compete with the Nissan Cima and Toyota Celsior as a big luxurious automobile, but engine featuring the front wheel drive and transversally installed by Mitsubishi. During the three years’ time, 1227 units were made before its production was ceased by the company.
The Proudia was offered at a price range of ¥4.6 million to ¥6.4 million and three different specifications were available as A, B and C. A 6G74 3497 cc GDi V6 engine was used in A and B rated at 240 PS (177 kW) at 5500 rpm and torque of 343 NM (253 lb-ft) at 2500 rpm. On the other hand, the specification C received a 8A80 4498 cc GDi V8 engine rated at 280 PS (206 kW) at 5000 rpm and 412 Nm (304 lb-ft) at 4000 rpm. Some of the other advanced features offered in Proudia include CCD cameras to monitor adjacent lanes and behind the car and a laser activated adaptive cruise control. On front suspension, it featured Macpherson struts, while multi-link suspension was used on the rear wheels.
Both Dignity and Proudia were launched on February 20, 2000 and both fell well short of the Mitsubishi presumed range of 300 sales per month. From 2000, both the models remained in production for only fifteen months before the Mitsubishi Motors Corporation was forced to cease the production of both the models because of financial crisis with a view to decrease company’s expenditures and reshaped its range. On the other side, the Hyundai Equus managed to show its commercial class and continued to remain in production until 2008 when it was officially replaced.