Next Gen Tire Chains?

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Sure the video is 5 years old but I have yet to see these chains on the road. Has anyone ever used them? They looks like they would so much more effective than what is currently offered. The company still exists but the tire chains are discontinued. I wonder what happened?

Bill Caswell is a self-taught racing driver, mechanic, and fabricator, and rose to internet fame taking a $500 Craigslist BMW to a World Rally Championship event in Mexico in March of 2010. His exploits have featured in places like ESPN Magazine, Grassroots Motorsports, NPR Radio, Wired.com and Jalopnik.com. A lifelong fan of rally and motorsport, Caswell famously believes nothing to be impossible.