If they don't go for a sloped front/bonnet then they need to spend a lot more on active pedestrian protection. Once you've sloped the front then the lights kid of have to follow suit
THEN, lights are "hard points" in a car structure.
If not, then they bounce round on bumpy roads
SO, to protect the pedestrian, you ahve to put the hard points as far back as possible.
And so they migrate to similar locations.2
PS: Audi score on the new NCAP pedestrian rating is 32% Opel's Insignia is 40%. VW Golf is 61%
Then on top of that, it IS the current "trendy" thing to do
I think Euro-NCAP regs are the strictest for setting targets that manufacturers must meet.
The JNCAP and Euro-NCAP are similar for wrap around distance tests for pedestrians.
Who did it "first" is a moot point, but the EEC 2010 limits are the strictest around and all new cars will HAVE to meet it.