UHF FM is going to be king in the vast majority of cases. VHF in theory is going to go further, but antennas are almost never given a proper RF ground plane on modern vehicles, and certainly not in a Jeep or other compromised install. A proper RF ground plane is a third of the size on UHF and even a janky installation should be suitable. Also, antennas on UHF are much smaller (5 inches as opposed to 19, give or take) meaning you can get a much better performing antenna in the same space as a VHF quarter wave.
Years ago I compared Low Band, VHF, UHF and 900MHz to see which worked better in a mobile environment for real-world results. Antennas were all quarter wave antennas. VHF won by a long shot, but only because I had a proper ground plane. With even a slightly compromised ground plane (such as a lip mount), performance went down, quickly (as well as SWR).
And regarding AM vs FM? FM 100%. FM isn't nearly as susceptible to noise and fading as AM is. Especially for off-road comms where you often have after-market LED lights which can be REALLY noisy, RFI wise. Another reason I'd use UHF as well; most of those LED lights wreak havoc on lower frequencies, but UHF and up are more or less immune.