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[–] ChristoDeFetus [S] ago 

yes, but... why not both? you got vans, sedans, pickups, and suvs. of these the only unique thing between companies are the names and the headlights.

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[–] thrus ago 

because functional is easy but cool is hard it is a moving target what is cool when you start designing may not be when you are done. Plus some features are mandated not design choices, I think brake light height falls into this area. Crumple zones and other safety tests mean that they have to have some things built in and working around that but adding looks requires either adding tech or changing materials and adds cost.