i haven't seen one in person, but it looks like it's intended to compete with the head to head with the Gerber/Fiskars.
i expect it's produced to meet a price point, not a quality standard.
i used to think the Gerber/Fiskars were cool, but after examining them, the edges seemed fairly blunt.
if you want something to keep in the truck or trunk, i'd consider an all steel Estwing. for use where it will get more maintenance and not be subjected to temp extremes, i'd want one of the better forged axes with a wood haft.