This "Smartstrap" is a 3,333-pound towing rope that stows safely away inside the retracting plastic case. That's good, since so many tow ropes get left in a lump at the bottom of a trunk or left to the elements in the bed of a pick-up.
It's 14-feet long and extends symmetrically up until the full length. (I'm fairly certain you must manually wind it back up when you're done.) It can be found for around $25.
A Self-Stowing Strap [Toolmonger]