Updated 11.58am: A serious two-car crash has caused a major emergency service call out near Tairua on the Coromandel Peninsula.

Fire Service shift commander Jaron Phillips says firefighters are working to remove people from both vehicles.

"Two cars head on on State Highway 25, currently there is one patient trapped in each vehicle, and firefighters are working on extricating those patients."

One person has died.

Jaron Phillips says they have two rescue teams there, and ambulance have responded by calling in helicopters.

The road has reopened into Tairua after a fatal crash on the Coromandel this morning.

The driver of one car was killed, while the other was flown to hospital in critical condition.

Police say one lane may be closed again later this afternoon, so drive carefully and expect delays.