UPDATED 5.07PM: A Bay of Plenty man is in critical condition following a three car crash in the Eastern Bay of Plenty.

The vehicle crashed on State Highway 2, west of Opotiki, just after 2pm.

A total of five people were injured in the crash.

The Tauranga-based Trustpower TECT Rescue Helicopter was dispatched to the scene to airlifted a 63-year-old Rotorua man to Tauranga Hospital.

A spokesperson for the rescue helicopter says the driver of one of the vehicle sustained critical head injuries.

"He was stabilised on scene by St John Paramedics before being flown to Tauranga Hospital in critical condition.

"It appears an SUV lost control on a bend colliding into two oncoming cars. The driver of one of the cars.

Police are continuing to investigate the crash.

Earlier:

At least one person has been seriously injured in a crash on State Highway 2, in the Bay of Plenty this afternoon.

Two cars have crashed head-on on a stretch of highway west of Opotiki.

File photo.

Police have diversions in place at SH2/Paerata Ridge Road, onto Old Creamary Road, Crooked Road, Hukutaia Road, Woodlands Road and back onto SH2.

The serious crash unit will be investigating the crash.

Earlier:

A serious crash has closed a stretch of State Highway 2 in the Bay of Plenty.

Three vehicles are reported to have crashed on the highway, west of Opotiki.

Emergency services are being called to the scene and police are asking people to avoid the area if possible.

The public are advised that there will be significant delays in the area.

We will bring you more details soon.