Smittybilt is four wheel parts house brand, if there is no 4WP store near your, they ship to your home for free. Think the gen 3 synthetic is $650 currently on their site. I put one on our Grand Cherokee last year and are pretty happy with it. Only real dislike is the way that the winch line attaches to the drum, crappy little self tapping screw through an eyelet crimped in the end of the line. my Warn winch passes thru the drum and has a keyway, so much stronger, but three times the price also. As long as you keep the min. number of wraps on the drum at all times it has not been an issue.