Just curious, you said you've had WARNs before, know the quality, and have had no troubles, so why go out and try something different? Just because? They seem to be at the same price point.
If this questions is directed to me, yes I've had a couple Warn winches in the past. I had a M8000 on a Toyota pickup and an 8274-50 on my FJ40. I loved the 8274. The M8000 wasn't quite as good and for some reason had corrosion problems with the finish and line speed was slower. This time around I looked at other options because the 8274 would not fit in my Land Cruiser without serious bumper modification. I considered the M12000, as well as models from several other companies. I had seen a few ComeUp winches in person and they looked nice so I started doing a little research. The thing that stood out to me was the quality sealed electricals. If you look at any reviews of winches in general, the complaints almost always stem from the electrical having problems usually because of water intrusion. Issues like that tend to show up at the most inconvenient times when you need the winch most. The ComeUps had a great reputation in that area, and a winch is something I think you want total confidence in. Another winch I had considered was the TJM Stealth series because of some of the reviews I'd read about their contactor box and sealed solenoids. But the ComeUp winches were looking like the standout in terms of reliability, faster line speed, and the one I was looking at came with 100' of Synthetic rope for a price that was cheaper than a comparable Warn with a wire rope, which would cost another couple hundred bucks to switch to synthetic.
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I called several different vendors of the different brands and all of them that had any experience with ComeUp were very complimentary. Christo Slee at Slee Offroad was even dropping the TJM line he carried and replacing it with ComeUp because he felt it was a much superior winch. So from my research and the feedback I was getting from actual users and vendors the ComeUp looked like it would be a top quality, reliable option at a good price for a premium winch.
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I guess I'm of the mindset that just because one product is good, it doesn't mean that a different product might not be equal or even better. I know Warn's reputation, but felt like a ComeUp would be at least as good at a good price and I'm ok with trying something different from everyone else. Now that I've had the ComeUp for a short while, I can say that the quality is top notch, every bit as good as any Warn I've seen. The protection from moisture is still a strong selling point for me because it points to better reliability. The Warn Zeon is one of the premium level Warn winches that would be comparable to the ComeUp Seal Gen2 9.5rs that I have. The Zeon is more money for about the same features, the ComeUp has a linespeed that is almost twice as fast. Seemed like a pretty clear choice to me.
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Lastly, for me it was significant that company's I respect and trust who are actually using their vehicles in conditions where winching is common were using ComeUp winches on their own vehicles. Companies like Cruiser Outfitters/Land Cruisers Direct, Slee, Arctic Trucks to name a few, gave me enough confidence to try something other than Warn. No regrets at all at this point. I have nothing against Warn, but in my short experience I'm confident that the ComeUps are a legitimate competitor at the top of the winch food chain. Hope that answers your question.