Going for some severe-service cred for its latest offering, Maxwell Technologies has inked legendary ice-road driver Alex Debogorski, a star of the History Channels' “Ice Road Truckers” show, to represent the company's new engine start module. Maxwell noted that the 12-volt module uses ultracapacitor technology to ensure reliable truck starting, especially, yes, in cold weather.

Debogorski will be featured in marketing promotions and appear at tradeshows.