An elderly Omokoroa couple are in the Tauranga Hospital's intensive care unit following yesterday's fatal vehicle crash in Te Puna.

The 70-year-old man is reported to be in a critical but stable condition, while the 74-year-old woman is in a serious but stable condition.

A man died in the crash after his rental vehicle collided with the elderly couple's car on State Highway 2 near Gill Lane before 2.15pm yesterday.

Bay of Plenty District Command Centre Senior Sergeant Courtney Brunt reported the man was the sole occupant of the vehicle and had been travelling from Auckland to Tauranga.

The elderly couple had been trapped inside their vehicle for about 30 minutes and were cut free by firefighters before they could be transported to Tauranga Hospital.

A section of the highway near Gill Lane was closed with diversions put in place, and SH2 was reopened shortly after 6.20pm.

Police say excessive speed was not a factor in the crash but the Bay of Plenty Road Policing Team were currently investigating the incident and they are appealing for witnesses to make contact.

Yesterday's fatality was the first death for New Zealand's Christmas and New Year road toll season.

The official period runs from 4pm, December 23, and ends at 6am on Monday, January 5.

During the 2013/2014 Christmas holiday period there were 7 fatal crashes and 193 reported injury crashes. Those crashes resulted in 7 deaths, 74 serious injuries and 234 minor injuries