All cars sold in Europe and the UK have to meet the requirements of the pedestrian impact regulations. This was the end of bull bars, as these, even the small ones didn’t meet the spec.
essentially, an average sized adult if hit by the front, and projected into the bonnet, there must be enough space between the hard parts of the engine bay and the bonnet, so that a head impact, the bonnet deforms to reduce damage. Same for children and going under the cars front.
these standards have reduced the amount of leeway designers have in designing front ends. Remember the discovery sport has an airbag in the front screen, or the bonnets designed to lift in impact?