There was a "thundering" bang as two cars crashed on Te Ngae Rd leaving one flipped upside down on the roadside.
Police, ambulance and fire were called to the scene, at the intersection of Brent Rd and Te Ngae Rd shortly before 10.15am.
A Rotorua Daily Post reporter at the scene said a woman who was "visibly shaken" was taken into an ambulance.
"There are at least three police cars, two fire trucks and an ambulance here."
Although the car wasn't blocking the road she said there was "a little bit of congestion coming from both directions".