A man has been seriously injured after apparently crashing into a bank south-east of Auckland this afternoon.

Emergency services were called to the crash on Kawakawa-Orere Rd, near Kawakawa Bay, about 5.40pm, Fire Service northern communications centre shift manager Jaron Phillips said.

The man was trapped in the wreckage and had to be cut free by firefighters.

A Westpac rescue helicopter was dispatched and transported the man to hospital in a serious condition. His condition was initially described as critical.

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Emergency services remained at the scene to assist with traffic management as of 7.30pm.