Creating a Product Proposition with "4SURE HANDLING"

Client : Mitsubishi Motors Malaysia

Campaign: NEW Triton 

The Challenge


The 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.   


Cogent’s Strategy

We created the "4SURE HANDLING" product proposition and positioning with the 4 pillars of 4Sure Power, Control, Agility and Safety representing components of assured handling. 



Mitsubishi Motors Malaysia adopted the 4SURE HANDLING as its official sales pitch across the nation.