The work aims to propose a light truck styling design method based on Kansei engineering (KE) and Analytic Hierarchy Process (AHP), and carry out effective evaluation and verification through innovative design schemes and competitors to improve the accuracy and efficiency of enterprise product development and design decisions, so as to improve the objectivity of the evaluation of light truck styling design and reduce the interference and uncertainty caused by subjective factors such as personal preferences. Firstly, with the exterior styling design of domestic light flathead trucks as the research object, the perceptual image vocabulary group was determined through KE. The image scale of light truck was analyzed and established by Likert psychological scale analysis; Secondly, through category classification, the mapping relationship between perceptual image vocabulary and styling features was clarified, and the commonly used design skills for innovative exterior styling were summarized. Once again, the AHP was used to construct an evaluation system for the relationship between styling design and perceptual image vocabulary, and the weights of each evaluation indicator were established. Finally, by combining the weights of evaluation indicators and comparing the mapping relationship between perceptual image vocabulary and styling features, the innovative styling design scheme was completed, and a fuzzy comprehensive evaluation score was conducted with the competitor scheme to verify the feasibility of the scheme. In conclusion, through the application of KE and AHP, a preliminary tool for the development and evaluation of light truck styling design is constructed. It can not only effectively tap into the psychological needs of users, quantify their needs, but also reduce the interference of subjective factors on the evaluation of design schemes, improving the accuracy and efficiency of enterprise decision-making.