An elderly man has been run over by a Jeep in an Auckland supermarket parking lot.

NZME reports emergency services were called to the Devonport New World after the man in his 70s collapsed and was run over by the reversing vehicle shortly after 12.30pm.

Police say members of the public tried to lift the vehicle off the man before emergency services arrived and freed him.

He's now in hospital in a serious condition.

Half of the car park was closed, causing traffic congestion in the area.