POPULAR farmer's son William Bodman was killed in an accident on the notorious stretch of road between Caen Hill and Seend Fork.
Mr Bodman, who would have celebrated his 24th birthday tomorrow, was pronounced dead at the scene after his Peugeot 306 was in collision with a Fiat Punto coming in the opposite direction.
The accident happened at around 6.25pm on Sunday.
Both cars left the road and the two occupants of the Punto were airlifted to the Royal United Hospital, Bath.
Police said they had both escaped serious injury. It is understood Mr Bodman was being followed by a second Peugeot driven by a friend.
Mr Bodman's father, Martin, who owns Wick Farm in Potterne Wick, near Devizes, said the first they knew of the incident was when they got a phone call from one of Mr Bodman's friends.
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He said: "He told us there had been a crash on Caen Hill so we went straight over there.
The police wouldn't let us through but they confirmed it was William.
"We think he must have been on his way to Frome as he's got friends over there. He loved his cars and he loved his scramble bikes."
Mr Bodman said the family was devastated by his death.
He said: "He was a thoughtful, good-natured boy who loved his work. He was very quiet at school but lately he had come out of his shell and he was a valuable member of the family business.
"He lived life to the full and got on well with everyone. People used to phone up and speak to him, without knowing he was my son, and tell me what a nice young chap he was."
Mr Bodman had three sisters - Lucy, Laura and Kate - and a younger brother, Henry.
A post mortem examination was due to be carried out yesterday.
Mr Bodman was educated at Urchfont Primary School and Lavington School and took an agriculture course at Lackham College before working full-time for the family business, J&M Bodman builders.
This was the latest fatality on this stretch of road. Last month special constable Dermot Hackett escaped serious injury when his Saab convertible was in collision with a Renault Clio.
The Clio driver was taken to hospital with a triple neck fracture. A year ago Tim Gasson was killed when he lost control of his car.
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