Jeep is set to evolve its styling over the next three years in a bid to give its cars a broader appeal. The carmaker looks to broaden its appeal with a styling overhaul and different looks for different cars.

Speaking at the Detroit Motor Show, CEO Mike Manley revealed the plans to “be more flexible”, highlighting that the brand had successfully tested different looks in the past.

“The Wrangler is non-negotiable," said Manley. "It’s the car that has a look that is absolutely iconic and not to be messed with, but beyond that we can be more flexible.

“Two generations ago the Cherokee had a very fluid look – it was more feminine and had a broader appeal. Then we went more boxy with our styling. Now I think we can do different looks with different cars. We have plans; the cars will be instantly recognisable as Jeeps, but the looks will evolve – you’ll start to see how flexible we can be.”

Manley added that he now feels that Jeep’s understanding and execution of interior quality has put them on a par with premium rivals.

“Back when we launched the Dodge Journey in Europe we got some pretty negative feedback,” he said. “At that point we established a dedicated interior studio, and we’re now at the point where we’re winning awards for our quality. We’ve learned how to do different levels of quality on the same structure, and that’s taught us how to do everything from an interior that hits a price point through to something bespoke.”

In particular, Manley is looking to the new Jeep Grand Wagoneer, due to launch in the US in 2018, to be a Range Rover rival in terms of quality, size and on and off-road capability.