Americans are obsessed with big things. Big cars with massive engines, huge bikes, huge SUVs with 6.0 Liter Petrol engines and now they have they have moved a notch higher by installing huge UGLY grilles like the ones on Lexus and BMW. This is mostly done on American assembled versions.
First of all, Toyota/Lexus standardized those front grills of theirs across their different offerings. Ziko big ata kama uko Japan.
Secondly, cars are generally customized to suit a particular market if its needed whether aesthetically or functionally. You as a kenyan may find them big and ugly while an American is seeing grille heaven.
Car designs are a function of many things , aerodynamics,fuel efficiency , utility , government regulations ,safety / crumble zones etc ,you just can’t ignore more fundamental issue s just because you want “beauty”,which is as relative as it comes