After weeks testing his farming skills and know-how, dairy farmer Roy Edwards this week drove away from the Fferm Factor barn in the TV show’s top prize, a brand-new Isuzu D-Max Yukon.

The D-Max, supplied by Isuzu UK, has been coveted by every evictee throughout the series of the popular Welsh-speaking television show, which culminated this week in a series finale set in the heart of rural Wales.

Fferm Factor aims to find the best farming talent, and over the course of 10 weeks each contestant has to complete a series of daunting challenges which tests their practical skills, farming expertise and business acumen. The Isuzu D-Max, as the pick-up of choice for farmers and many working in the rural trades, has been the Fferm Factor grand prize since the vehicle’s launch in the summer of 2012.

Roy, 37 who works on his farm in Llangynderyn, south-west Wales said of his win: "I wasn't really convinced that I would win, and I fully expected that someone else would take the title. It was a complete surprise – and a good one! The children are over the moon. I'd come home after completing a task and the youngest children would ask 'Dad, are you bringing home the Isuzu today?’ They hadn't really grasped it! My oldest son is 13 and he's been supporting his mother on the farm while I've been going to film Fferm Factor. He would also give me an earful if I hadn't performed well on the task, and that was enough motivation for me to always try harder."

William Brown, General Manager at Isuzu UK, commented: “Farming is the lifeblood of Wales and the diversification of the industry means that farmers must be experts in a growing number of subject matters. That’s why Fferm Factor is the perfect test for the modern day worker and I’m delighted that the judges have found a more than capable winner in Roy. He is a very worthy recipient of our prestigious pick-up prize.” Isuzu UK is having its strongest sales year ever in the UK with over 5000 D-Max already sold, an 31% increase on its record last year.

The D-Max is available in three body styles – single, extended and double cab – with prices starting from £14,749 (CVOTR) for the entry-level single cab 4x2 rising to £25,995 (CVOTR) for the special edition Isuzu D-Max Blade Auto. The Isuzu D-Max is fitted with a super-efficient 2.5-litre twin-turbo diesel engine, producing 163 PS and 400 Nm of torque and able to tow a class-leading 3.5-tonnes (braked), which can be mated to a six-speed manual or five-speed automatic transmission. Every new D-Max sold comes as standard with the company’s pioneering five-year / 125,000-mile warranty.