When a fast moving star or a protostellar jet hits an interstellar cloud, the surrounding gas gets heated and illuminated: a bow shock is born that delineates the wake of the impact. In such a process, the new molecules that are formed and excited in the gas phase become accessible to observations. In this paper, we revisit models of H2 emission in these bow shocks. We approximate the bow shock by a statistical distribution of planar shocks computed with a magnetized shock model. We improve on previous works by considering arbitrary bow shapes, a finite irradiation field and by including the age effect of non-stationary C-type shocks on the excitation diagram and line profiles of H2. We also examine the dependence of the line profiles on the shock velocity and on the viewing angle: we suggest that spectrally resolved observations may greatly help to probe the dynamics inside the bow shock. For reasonable bow shapes, our analysis shows that low-velocity shocks largely contribute to H2 excitation diagram. This can result in an observational bias towards low velocities when planar shocks are used to interpret H2 emission from an unresolved bow. We also report a large magnetization bias when the velocity of the planar model is set independently. Our 3D models reproduce excitation diagrams in BHR 71 and Orion bow shocks better than previous 1D models. Our 3D model is also able to reproduce the shape and width of the broad H2 1–0S(1) line profile in an Orion bow shock.