An investigation is underway after a body was found in a vehicle on SH1 just north of Ātiamuri.

Emergency services were called to the scene about 7pm on Wednesday after a report of a car on fire off the highway.

Once the fire was extinguished, a body was located in the front seat, said a police spokesperson.

"Enquiries are now underway to determine the cause of the fire and the circumstances of the person’s death.

"This is expected to take some time."

Police said a scene examination will continue this morning.

Police would like to hear from anyone who witnessed anything in the area from around 6pm, specifically the movements of a black Suzuki Swift.

If you can help, please use our 105 service and reference file number 240911/9238.

A  spokesman from the Bull Ring Tavern in Ātiamuri said he saw the burning car parked off-road as he drove past about 7.15pm.

He said the car was about 50m off the highway in a car parking area used by people visiting the nearby Hatupatu’s Rock, and a police car and a fire truck were on the scene.

In Māori legend, Hatupatu’s Rock or Te Kōwhatu o Hatupatu is a wāhi tapu site known as the place where the legendary traveller Hatupatu sought refuge inside the rock itself after being pursued by Kurungaituku.

The spokesman said he regularly saw burned-out cars along this stretch of highway.

”I just assumed that someone must have torched the car. It’s going to be a huge shock for someone’s family.”

It comes after a body was found in a burnt-out car on a Northland beach on Monday.

Police were notified of a vehicle on fire at Ripiro Beach just after 10.30am.

Detective Inspector Al Symonds, of Northland CIB, said police found a body inside the vehicle when they arrived.

“Inquiries are now under way to establish the full circumstances of what has occurred.”

-Additional information from the Rotorua Daily Post.