Why is the Lexus grille so big?

The Lexus grille, known for its distinctive and oversized design, has become a defining feature of the brand's vehicles. This bold styling choice is not just an aesthetic decision, but rather a strategic move by Lexus to establish a strong brand identity and differentiate its vehicles in the luxury car market.

The Evolution of the Lexus Grille

The Lexus grille has undergone a significant transformation over the years. In the early days of the brand, Lexus vehicles featured a more subdued, traditional grille design. However, as the brand sought to establish a stronger presence and appeal to a younger, more design-conscious audience, the grille began to grow in size and prominence.

The turning point came in 2012 with the introduction of the Lexus LF-LC concept car, which featured a massive, spindle-shaped grille that became the new design language for the brand. This bold and distinctive grille design was then rolled out across the entire Lexus lineup, becoming a signature element that instantly identifies a Lexus vehicle.

The Rationale Behind the Big Grille

The decision to adopt a large, prominent grille design was not made lightly by Lexus. The company's designers and engineers had several key reasons for this design choice:

• Brand Identity: The oversized grille helps to create a strong, instantly recognizable brand identity for Lexus. It sets the brand apart from its competitors and reinforces the Lexus reputation for bold, distinctive design.


• Improved Airflow: The large grille opening allows for better airflow to the engine, which can improve cooling and performance, particularly in high-performance Lexus models.


• Perceived Luxury: The imposing presence of the large grille conveys a sense of power, prestige, and luxury, which aligns with the Lexus brand positioning as a premium automotive manufacturer.

While the Lexus grille design has been met with mixed reactions from the public, the company remains committed to this bold styling approach as a means of strengthening its brand identity and appealing to its target audience of discerning luxury car buyers.

What is the average income of a Lexus owner?

The Lexus owner base is younger, too, with a median age of 53 (vs. 58). Their median household income is $193,750 (vs. $198,923).

Why did Lexus change the grill?

Large grilles on new Toyota and Lexus cars are the intersection of practical engineering (cooling and thermal packaging for modern powertrains), mandated packaging/crash constraints and deliberate branding/styling choices.

Why are car grills so big now?

Car grilles are getting bigger due to a combination of styling, brand identity, and engine performance needs. While large grilles create a bold, aggressive look that reinforces a brand's design language, they also provide necessary airflow for modern, high-performance engines and the components behind them, such as the radiator and intercooler. In electric vehicles, where a traditional engine doesn't require cooling, large grilles are primarily an aesthetic choice to maintain a familiar car-like appearance. 
This video explains the trend of large car grilles with a focus on BMW: 1mCar ThrottleYouTube · Mar 25, 2020
Styling and brand identity

• Creating a "face": Car manufacturers use the grille to give the vehicle a distinct and powerful look, similar to a brand's signature face. 
• Aesthetic trend: Large grilles have become a popular design trend, with many brands adopting them to stand out and appear more dynamic and modern. 
• Brand reinforcement: Companies use grilles to reinforce their brand identity, with some designs becoming iconic and evolving over generations. 

Engine and cooling performance 

• Increased airflow: Modern engines can generate a lot of heat, and larger grilles allow more air to flow into the engine bay to cool the radiator and other components like the intercooler or A/C condenser. 
• Compensating for packed engine bays: Today's engine compartments are more crowded with hoses, wires, and other technology, which can impede airflow. Larger grilles help overcome this to ensure adequate cooling. 
• High-performance engines: Higher-powered engines, even if smaller in displacement, can require more cooling, necessitating larger intake areas. 
• Emissions and fuel economy: In some cases, improved cooling from larger grilles can help meet emissions and fuel-economy regulations. 

This video discusses how large grilles are used for engine cooling: 1mMotorHypeYouTube · Nov 12, 2025
The role of electric vehicles

• Aesthetic necessity: Electric vehicles (EVs) don't need a traditional grille for engine cooling, as they don't have an internal combustion engine. However, designers use large grilles to make the vehicle look like a conventional car. 
• Filling space: Without the need for a massive grille for cooling, designers use the large front area to fill empty space and create a bold look that customers are accustomed to seeing. 

This video explains why some electric vehicles have fake grilles: 49sADROYouTube · Jan 24, 2025

Why are Lexus grilles so big?

The grille was shaped to emulate a bold, assertive look that combined multiple elements into a single piece: namely, inlets for the engine bay, brake duct function, and aerodynamic performance.