Isuzu strengthens trade ties with Nick Knowles ambassador deal

Isuzu has signed television presenter and trades champion Nick Knowles as its latest brand ambassador, strengthening the manufacturer’s push to align the D-Max with builders, contractors and hands-on professionals.

Knowles is best known for fronting community build and renovation shows, but he also hosts the Federation of Master Builders’ Master Builder Awards — an event headline-sponsored by Isuzu. The partnership gives the brand a recognisable figure closely associated with the construction and trades industries, a core market for the D-Max.

As part of the role, Knowles will run the D-Max Steel Edition, a special-edition model fitted with a long list of accessories suited to work use. His truck includes an electric roller shutter, bed rug, sports bars, roof lightbar, grille lamps, tailgate assist, bonnet protector, wireless charger, tow bar and 13-pin electrics. The package reflects the kind of factory-approved add-ons chosen by owner-operators who want a ready-equipped vehicle without building it up themselves.

Isuzu says the collaboration builds on its ongoing work within the trade community and its continued focus on dependable workhorse pickups ahead of the brand’s shift toward electrification. The D-Max remains one of the UK’s most popular pickups with builders, farmers and SMEs, and the Steel Edition is designed to appeal to buyers who want a tougher, more kitted-out specification without moving to a flagship trim.

Knowles described the D-Max as “tough, reliable and stylish”, adding that he’s “always admired people and brands that roll up their sleeves and get stuck in, and that’s exactly what Isuzu is all about.”

George Wallis, Isuzu UK’s head of marketing, was equally enthusiastic, adding: “Nick’s passion for all things construction is infectious, and this partnership really builds on a strong foundation.”

The partnership is already underway and is expected to feature in future trade events, including the FMB awards programme.