UPDATE 7:55AM: State Highway 2 near Matata is clossed following a serious crash.

Emergency services were called to crash on SH2 west at 7.15am.

A police spokesperson says diversion are in place and motorists are asked to avoid the area.

NZTA reports SH2 is closed between Otamarakau Valley Rd and Hauone Rd.

"The highway is likely to remain closed for some time today as NZ Police undertake a serious crash investigation," says a spokesperson for the roading agency.

"Consider delaying your journey or allow extra time for a detour via SH30/33 Rotorua."

The diversion route is as follows: Southbound traffic follow SH33 south from SH2 Paengaroa, to SH30 at Tikitere (Rotorua), via SH34 Te Teko to reach return to SH2 near Matata. Northbound in reverse, following SH30 from Awakeri towards Rotorua.

EARLIER:

Reports are coming in of a serious crash on State Highway 2, near Matata.

A caller to the 0800 SUNLIVE news hotline says a car and truck have crashed on the highway in the Pikowai Beach area.

"It looks pretty serious. People should avoid the area."

Waka Kotahi Transport Agency says a truck crash has been reported to emergency services in the Pikowai Beach area, east of Otamarakau Valley Road.

"Delays are possible."

A police spokesperson confirmed to SunLive that police are responding to a crash on SH2 west.

Diversions are currerntly being established.

Image: Google Maps.

SunLive is working on getting more information and will provide an update when we can.

At the scene?

Call 0800 SUNLIVE or email photos to newsroom@thesun.co.nz