This study aims to produce more attractive front grills that matched the design to the customer’s kansei in each nation. In this paper, the visual impression observed in the front grills of Sport Utility Vehicles (SUVs) have been investigated by using 3D computer graphics and compared the effect of design types on the visual impression between Japanese and Thai consumers. Twenty-four front grills from four design types: vertical-lined type, horizontal-lined type, v-shaped type, and mesh type, were created, and four adjectives: ‘special’, ‘luxury’, ‘aggressive’, and ‘advanced’, were selected for this experiment. The visual impression for each front grill was evaluated by Rating Scale method ranging from 0 to 30. As a result, it was clear that the feeling of ‘aggressive’ is improved as the width of straight metallic parts becomes thicker, and mesh type is effective for the feeling of ‘special’ and ‘advanced’ of Thais, for instance. These results will be useful for manufacturers to propose more attractive products that match the preference of local consumers.