Two cars have collided just outside the Welcome Bay shops around 3.45pm this afternoon.
An ambulance, firefighters and police have responded to the crash.
A Bay of Plenty Times reporter at the scene said it's believed that a woman driver pulled out of the car park next to the Caltex service station and T-boned a car that was driving down Welcome Bay Rd.
There were three children in the car with the woman.
The driver of the other car was the sole occupant.
No one was injured in the accident and the road has been re-opened.