A driver was taken to hospital after his car plummeted off a 15m-high bluff at Paihia.
The accident occurred about 9am on Friday at The Bluff on Marsden Rd when it is thought the driver was heading towards town.
The man's car veered off the road, missed a lamp post and a barrier by centimetres, then dropped off the edge of a steep bank on to the beach.
The car landed on its wheels but was badly damaged. The driver managed to get out of the vehicle.