{"content":"![](https://static.wixstatic.com/media/669de3_58a693a4dd6744499182fee931d7e63c~mv2.jpg/v1/fill/w_118,h_79,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/669de3_58a693a4dd6744499182fee931d7e63c~mv2.jpg)\n\n![](https://static.wixstatic.com/media/669de3_82ad5de071324a208e6395a43931f603~mv2.jpg/v1/fill/w_583,h_584,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/669de3_82ad5de071324a208e6395a43931f603~mv2.jpg)\n\nClient : Mitsubishi Motors Malaysia\n\nCampaign: NEW Triton\n\n#### 4SURE HANDLING:  \nOne Powerful Proposition for One Tough Truck.\n\n#### The Challenge\n\nThe New Triton fulfills consumers' demand for a 'tough' look but it is more than just looks. Mitsubishi intends to bank on the real force behind a 4x4 -  handling and to drive the \"Engineered Beyond Tough\" premise.   \n\n![](https://static.wixstatic.com/media/669de3_67880c80120f46beb1e4e4656db4e430~mv2_d_2338_1653_s_2.jpg/v1/fill/w_798,h_564,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/669de3_67880c80120f46beb1e4e4656db4e430~mv2_d_2338_1653_s_2.jpg)\n\n#### Cogent’s Strategy\n\nWe created the \"4SURE HANDLING\" product proposition and positioning with the 4 pillars of 4Sure Power, Control, Agility and Safety representing components of assured handling. \n\n#### Takeaway\n\nMitsubishi Motors Malaysia adopted the 4SURE HANDLING as its official sales pitch across the nation.","original_url":"https://www.cogent.com.my/triton-4sure-handling","path":"/triton-4sure-handling","title":"Triton 4sure Handling | Cogent Ideas","page_type":"article","word_count":107,"key_claims":["Created '4SURE HANDLING' product proposition for Mitsubishi","Four pillars: Power, Control, Agility, Safety","Mitsubishi adopted as official sales pitch across Malaysia"],"content_summary":"Cogent developed '4SURE HANDLING' proposition for Mitsubishi New Triton: Power, Control, Agility, Safety. Became official nationwide sales pitch.","topics":["automotive marketing","product positioning","Mitsubishi Motors","truck campaign","Malaysia"],"author":null,"published_date":null,"price":null,"currency":"MYR","parent_profile":{"id":"749b4810-41c9-41a0-8ffa-77d57303b4ff","slug":"cogent-com-my","name":"Cogent | Integrated Creative Marketing Agency | Malaysia","url":"https://cogent.com.my/"}}