To me it still looks like a Jeep. Chrysler has given it some polish with the new JK but it still has that classic look.
The Jeep is an iconic bit of American automotive history. It helped win WWII and was a post war mainstay on farms all across the country. They've been made in many countries and have turned up in all over the world. Most recognizable vehicle on earth.
I simply like the fact that they have a history of being reliable. I'm not basing that on any study or any collection of stats that I've seen. I'm just basing it on my experience and the experience of my Jeep friends.