Five people have been rushed to hospital, including a seriously injured man in his 30s, after a car smashed into a power pole and rolled near an oyster farm in Kawakawa Bay, south of Auckland.

Emergency crews were called to the single-vehicle crash on Clevedon-Kawakawa Rd at 8.45am.

An Auckland Westpac Rescue Helicopter spokesman said five people have been taken to Middlemore Hospital by ambulance.

Fire crews work to get man trapped out of vehicle. Photo / Supplied
Fire crews work to get man trapped out of vehicle. Photo / Supplied

"One is a man in his 30s who is seriously injured, another is a woman - her age is unknown - she is in a moderate condition, and three children sustained minor injuries," the spokesman said.

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"The car appeared to have smashed into a power pole and rolled."

The spokesman said the rescue helicopter was first to the scene and assisted fire crews to rescue the man who was driving and was trapped.

"Due to Middlemore Hospital being so close, the decision was made to transport them by road," he said.

Multiple ambulances - including a first response and a rapid response crew - were called to the scene.

Auckland Transport has advised that the crash was blocking Clevedon-Kawakawa Rd east of Ness Valley Rd and road closure was possible.

"Please avoid the area," it tweeted.