If you go with Herculiner they do offer a UV protection product you can apply that supposedly keeps it from fading. I didn't use it so I can't comment, but without it I can tell you it definitely fades. It's also very hard to keep clean due to the rubber pieces which are supposed to give it texture. I've never had a problem with it peeling or coming off, but it is a very rough product that will easily remove skin, so keep that in mind.
That said, I use Monstaliner in my Jeep and I have been very happy with it. It creates its own texture much like Line-X or Rhino liner does, and doesn't use rubber pieces to do so. I have nothing but great things to say about Monstaliner and it's vendor. Check them out over here:
Introducing MONSTALINER™ UV Permanent DIY Roll On Bed Liner - JeepForum.com
They have a special going on; if you buy a kit of Monstaliner for your Jeep, you get free shipping and a free quart of Chassis Saver (chemically the same as POR-15 only not so expensive). And the vendor provides amazing support; just checkout the thread over on JeepForum to see that.