UPDATED 9.58PM: Three people have died and one person is in a critical condition following a two-vehicle crash at the Kopu Bridge, Coromandel.

There were two people in each of the vehicles.

Emergency services were called to the south side of the bridge at 8:30pm.

The Serious Crash Unit is attending, says a police spokesperson.

"Diversions are in place at the Kopu roundabout (intersection of SH25 and SH266), and at State Highway 25 and Hauraki Road.

"These are likely to remain in place until at least midnight."

EARLIER:

A serious crash just south of the Kopu Bridge, Coromandel, has blocked the road in both directions.

Emergency services were called to the two-car crash on State Highway 25 at 8.30pm.

Indications at this stage are that there are serious injuries, says a police spokesperson.

"Diversions will be put in place, and motorists are asked to avoid the area or delay their travel if possible."