It’s called the Bush Winch, and it’s quite simple: A large spool attached to your wheel’s lug nuts (special lug nuts are included to permanently replace your factory lug nuts), which winds up a rope as you drive. With the other end of the rope attached to some sort of anchor, you can drive yourself right out of a tight spot.
As you drive, or as you sit in place with your wheels spinning, the rope winds around the spool. When all the slack is taken up, it begins to pull you towards whatever anchor you’re attached to. Pretty dang cool.
I read about using this technique in , I believe, one of Ragnar Benson’s older books. It looks like this company has taken the idea and ran with it.
Whats nice is that unlike many vehicle-mounted winches, this one does not require a bullbar or hitch to attach the winch to. Realistically, a product like this should be part of a larger self-extraction kit of things like Hi-Lift jack, tow ropes/strap, traction aids, etc, etc. But…when that day comes where getting your vehicle stuck may be a Very Bad Thing, this product would make a nice addition to your toolchest of options.