Three cars crashed in Paengaroa near the Te Puke Golf Club.
The crash happened yesterday afternoon on State Highway 2 near the intersection with Wilson Rd North.
A police spokeswoman said it was initially reported that five or more cars have rolled, but this was later confirmed to be three vehicles.
Three people involved in the crash were in a serious condition and have been taken to Tauranga Hospital by ambulance.
The road was vlosed until 7.30pm and traffic diversions were in place at Maniatutu Rd, Old Coach Rd and Wilson Rd South, she said.
A photographer at the scene said the crash scene was "pretty chaotic". There were at least four fire trucks, six police vehicles and four ambulances in attendance.
A white van was extensively smashed and there was "lots of debris" across the road.
On Wilson Rd North a black SUV was upside down and blocking the road, he said.
Another vehicle, which appeared to be a station wagon, was lying in a paddock.
"It was quite a massive crash and there were lots of people coming and going from the scene crying," the photographer said.