Fire crews have reached a woman inside a car that plunged about 200 metres down a cliff into a river in the Coromandel Peninsula.

Emergency services were called to the scene off Tapu Coroglen Road near the township of Coroglen before noon on Saturday after reports the car had gone off the road and through nearby bush, a Fire Service spokesman said.

Firefighters have now managed to reach the woman in the car, which landed in a nearby river. They descended down the cliff using ropes.

She has moderate injuries and a rope rescue team called in from Hamilton is preparing to bring her up.

The man driving the car had managed to get out earlier.

Tapu Coroglen Road has been closed at State Highway 25.

Earlier efforts to rescue the woman by helicopter were hampered by heavy fog, the Fire Service said.