For a project, here's a slideshow of Jeep through the 70s until now:
As I said in this blog post, you can see Jeep going from a logical strength to an emotional one. For a brand to stick out for 75 years, you build up the logos and ethos of your argument over time and can only build those appeals for so long. With an emotional approach though, people are going to listen and watch your brand nowadays.
I think it's pretty interesting to see their trends of going from offroading to family vehicle back to trying to be an offroading brand again. With motor vehicle restrictions and requirements becoming more strict, you have to adapt, and Jeep clearly has. Their intention of creating an offroad and fun vehicle was always there - just their presentation has changed.