Look, look and look again is the message from the Waikato Police following the tragic loss of three lives in a crash on a rural King Country Road this afternoon.

District Road Policing Manager, Inspector Freda Grace, says the Waikato Serious Crash Unit and Commercial Vehicle Investigation Unit are investigation the crash and it still to early to confirm the cause.

"Emergency Services were called to Oparure Road, Te Kuiti at just before 1pm today after a collision between a westbound truck and trailer unit and a eastbound, Mazda car.

"Initial indications are that the truck and trailer was turning into a commercial driveway when a car has rounded the corner and has collided with the truck. The three people travelling in the car were killed in the crash and Police are working to advise families of the deaths and formally identify them.

'On behalf of NZ Police I would like to extend our sympathies to the family and friends of the deceased, and while we cannot confirm the cause of this tragedy we urge all drivers to be fully attentive and vigilant on our roads and if turning, passing or pulling out, look, look and look again.”