A MAN has died following a single car crash in Redditch yesterday afternoon.

West Midlands Ambulance Service was called to the A441 Alcester Highway at 2.30pm on Tuesday (March 17). An ambulance, a senior paramedic officer and the Midlands Air Ambulance from Cosford with a MERIT trauma doctor on board attended the scene.

A second ambulance and a patient transport services vehicle came across the incident and both stopped to administer basic life support at the scene.

A West Midlands Ambulance Service spokesman said: "A car had gone across the central reservation and collided with a lamppost before coming to rest on the opposite side of the road.

"The driver and single occupant of the car, a man, was unconscious. His condition quickly deteriorated on scene as ambulance staff began to assess him and he went into cardiac arrest.

"The passing ambulance staff pulled him clear from the car to commence CPR. They were quickly joined by a second ambulance crew and the trauma doctor.

"Advance life support continued on the man at the roadside but sadly, despite the teams' best efforts, nothing could be done to save the man and he was confirmed dead at the scene."

The road was closed for most of yesterday evening while OPU Worcestershire carried out their investigation.

Michael Cadman, north Worcestershire fire commander, tweeted to say the highway would be "closed for a significant amount of time for @OPUWorcs investigation."

He asked people to avoid the area.