Emergency services are at the scene of a serious crash on State iIghway 29.

The crash happened between Hinuera and Piarere, southwest of Matamata, about 7.50am.

A police spokesperson says two cars are involved.

"Motorists are asked to avoid travelling this route and follow posted diversions."

Diversions are as follows: Southbound traffic: Left to Totman Rd, right to SH27 to Tirau, left to SH1 to return to (SH29/SH1) Piarere junction. Northbound in reverse.

At the scene?

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