The work aims to research the exterior design ofagricultural machinery equipment based on brand image and multidimensional KE model. KANO was used to analyze the user's demand for brand image and establish the exterior design goal. Based on multidimensional KE model, the design features were deconstructed. The main features and their weights were determined by analytic hierarchy process (AHP). Based on the correlation analysis of goals, main features and engineering technology elements, a quality function deployment (QFD) house was established. The exterior design of agricultural machinery equipment was completed by divergent innovation and convergence optimization. The exterior design strategy of agricultural machinery equipment based on KANO analysis, multidimensional KE model, hierarchical analysis and quality function allocation theory was established. The exterior design of agricultural machinery equipment based on brand image and multidimensional KE model can establish a unified and distinct ethnic image of such products, improve the market competitiveness of products, and help the brand development of agricultural machinery equipment.