Not sure if that is actually the case. Regardless of peoples' tastes, the industry, in general, has gotten to the point where it is difficult, though not impossible, to find vehicles without whale-sized grilles, though Buick, recently, seems to be one of the exceptions. Their newest grilles, such as the one on my GX, are actually smaller than those they replaced.

Look at Acura, a prime example. They stubbornly stuck with the bright-metal parrot-beak grilles for years, despite the fact that some of their customers were so disgusted with it that they requested (and got) the dealer body-shops to paint over them with body-color to hide them, even before the cars were delivered brand-new.

 

It's kinda funny how the Macan refresh looks different and yet, the same. I think I'd have a hard time spotting it on the road.

 

Sales talk. If people didn't respond to the big grilles, they wouldn't style them that way.

 

No grill on Tesla and EVs and people love them. So I don’t think it’s a buyer driven trend. It’s more of the designers running out of things to add.

 

I don't know if I'd equate the lack of a grill for people liking Tesla. I think a lot of people think the model 3 is pretty ugly.

 

Model S had a fake large black-painted "grille" up until the first refresh in 2016.

 

The outing Buick LaCrosse that you had was very attractive front end

 

Thanks. Most recent Buicks have had good-looking front ends....though the Verano's could have been a little less garish. The new 2021 Envision, especially, has gotten good reviews on that, though, of course, styling is subjective.

Perhaps Lincoln's newer SUV front-ends are even better-looking. I came pretty close to going with a new Corsair before settling on the Encore GX, which fit my current needs a little better. Ford/Lincoln's recent quality screw-ups on newly-launched vehicles don't inspire a lot of confidence either.

 

I don't like all Buick fronts the LaCrosse was just sensational. Not better than a Lincoln front end

 

And was a sales failure...

 

They obivously try what they can. But the newer consumers of genx and zoom don't have the big money the seniors had.
Lexus will need to re-invent themselves for this market. The new IS350 and IS500 performance are good type of cars for this demographic.
What is important for the younger generation is that they can afford the car and that it looks cool and drives well. It's not a secret why the GT86 is present at every car meet and modded to oblivion.
If I would be at the board of Toyota, I would have an "hydra" strategy for Lexus. In pushing cool evolution of my lineup, maybe in pushing further some cars of the Toyota Lineup, and integrating the superior LeMans hybrid technology with powerful small engines. Building a cost effective but fun car from the get go.


and on the other side, I would try to push electric cars that are very simple, with superb design, making them cheap to own and maintain. This would be my receipe.
Honda has an advanced start in this matter, but I'm sure they will be joined in a not so distant future.