wkpoor, Winches are listed by their maximum line tension (pulling force.) Specsmanship gets involved and they will rate the winch with all the line spooled out so the effective "gear ratio" or lever arm of the drum radius gives more pulling power than when the drum is full of cable.
Remember you probably aren't lifting your vehicle vertically in the air ("The Gods Must Be Crazy II") so you don't have to have a rating larger than your gross weight. The force required to roll or drag something is typically less than its weight (often much less.)
That said... I have a 12,000 lb Warn winch on my 1 ton truck and it is N O T too much winch. I could use MORE PULL! Luckily it came with a good snatch block so if I am not too far from what I am hooking up to I can double the pulling power to 24,000 lbs.
Even with only 12,000 lbs I can winch the truck (in park with brakes set) to the load rather than vice versa. YOu may want to have enough chain or rope or ... to tie the vehicle with winch to a tree or something. I am going to make a Danforth style boat anchor (greatest straight line pull for pound of anchor weight) so us to hold the truck from going to the load rather than vice versa. Similar are used by serious off roaders. What good is a winch for self rescue is there isn't anything to hook to????
Pat