A man has died in a crash at Kinloch, west of Taupo.

Police said at 7.20am today a Mazda utility vehicle collided with a tree on Mapara Rd, between King Rd and Katelyn Pl.

Emergency services attended to the driver and sole male occupant but he died at the scene.

The road was not blocked. However, the Serious Crash Unit was investigating the scene and motorists were asked to avoid the area if possible.

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Evidence indicated speed was a factor in the crash, police said in a statement.

"This crash is another tragedy to our community," said Senior Sergeant Fane Troy of the Taupo Area Road Policing Group.

"Since January there have been 10 deaths in the Taupo and South Waikato areas.

"Police encourage all our road users, both local and those travelling through, to follow the basic road safety messages.

"Slow down, wear your seatbelts, do not drink and drive, beware of distractions and if feeling tired stop and have a rest."

Police said they would be in a position to name the victim of the crash tomorrow.