An hour later it advised the section of road was clear and open.
Police said the single occupant of the vehicle died at the scene.
Cordons are in place where State Highway 5 intersects with Harwoods Rd and Tapapa Rd.
Fitzgerald Glade Cafe owner Edward Lawrence said be believed the vehicle involved hit a tree west of the glade.
"The road has been closed since 3am. Our concern is with the family of the person involved."
Lawrence said four trucks had been parked outside the cafe all morning.
"They have been coming in for their toasties and coffee. The road should be open sooner rather than later."
It's the second fatal crash in two days in the region after a person died on SH5 at Waimangu, south of Rotorua on Wednesday night.
