Correct spelling is "Whelen" but pronounced "Wee-Len", pretty much how it is spelled in the thread title.
They are a major player in emergency vehicle lighting. They have had LED scene lighting for many years and I assume they are wanting to get into the offroad world because of it. I guess they are also trying to showcase emergency lighting with PD/FD/EMS that use 4x4s like border patrol, mountain communities/towns, etc. Their show vehicle isn't very interesting though. If you ever see their demo vehicles that are just as impressive as some of these JKs are but in the emergency vehicle world.
The fire trucks we have at my station have Whelen scene lighting, along with all other lighting, and personally I like it more than Rigid. Just stupid bright.