The main issue is that cars are getting taller - that means hoodlines, greenhouses, trunks, etc. And to a certain extent, you can trace that to the safety features that are government mandated or customers want. Higher speed offset collision tests, pedestrian hood protection, and making cars more safe vs. SUV/trucks have made front ends a lot taller.
That's why you see a lot of cars with such big wheels now - stylistically, they would all look like first generation Toyota Echos if they stuck with wheel sizes of the past. Can't have that, especially for sporty or luxurious models. Solution? Big wheels and tires to even out the proportions.
Compare any car from the 90's with today I'll bet it would be close to impossible to find a single car that's gotten a lower hood, greenhouse, or trunk.