Emergency services are at the scene of a major crash in rural Hawke's Bay tonight.

A police spokesman said seven people had been hurt, four seriously.

The remaining people received moderate injuries after two cars collided head on in Waimarama Rd, about 15 kilometres south-east of Havelock North.

The crash occurred on the rural road between Maraetotara and Ocean Beach roads about 7.15pm.

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The road was "completely blocked", but he did not know if it remained closed.

Three of the injured were trapped following the crash and had to be cut free, the spokesman said.

Two rescue helicopters had been called to help transport the most seriously injured people.

Those with moderate injuries were being taken to hospital by ambulance, he said.