Executive Summary
Being told 'you're not up to it' or 'you're not tough enough' can really deflate your tyres. But that's what drivers on worksites and off-road playgrounds thought about Triton. A legendary ute in Mitsubishi Motors' own eyes, consumers considered Triton untested and unproven. It was time to muscle-up and show Aussies how tough a Triton really is. No easy feat, but with a USP in Mitsubishi's Super Select II 4WD technology system we put a smile on everyone's dial. It reversed an 18-month sales decline and more importantly, we'll never be underestimated again. Grrr! Nothing can frighten a...