Two days into the New Year and two men are fighting for their lives following two separate crashes in the Bay of Plenty.

A 43-year-old man is on life support in Waikato Hospital after a quad bike rolled, injuring him and a one-year-old child.

Two men are on life support following two crashes in the Bay of Plenty on New Year's Day. File photo.

The crash happened on Dunlop Road, Opotiki, around 12pm.

The toddler sustained arm injuries and is reported to be in a stable condition.

Whakatane Police Sergeant Ray Wylie says this is a timely reminder for those using all-terrain vehicles to use them safely.

'These are motor vehicles and as a result rules and laws apply.”

The second crash happened on SH2, west of Opotiki, around 2pm.

Initial enquiries indicate a vehicle crossed the centre line into the path of two oncoming vehicles.

'A driver in one of the oncoming vehicles received extensive injuries; the driver is currently in Waikato hospital in intensive care and is also on life support.”

Ray says police have since attended another two crashes today.

'This is not a great start to the year and is not the way we want to carry on. Despite previous road safety messages drivers and riders are still failing to heed previous warnings.

'The message is clear, education and police enforcement is just one aspect of keeping the roads safe.

'The driver and the decisions they make are also an important part of the picture. Please make the smart decision to be a safe driver, check your speed, your following distance and drive to the conditions.”