The SUV had ended up on top of the smaller car's front, crushing it.
The driver of the smaller car had to be cut from the wreckage and was taken to hospital.
An ambulance spokeswoman said he was in a serious condition.
Meanwhile, emergency services performer CPR on the other man, who looked to be in his 50s or 60s, for at least 25 minutes but he died on the roadside.
He died on the roadside, Mr Johansen said.
A green tent was placed around his body while the scene was examined.
Mr Johansen said the man's family then arrived and were weeping and supporting each other.
Staff at Lincoln New Zealand Premium Wines store also said it appeared the man had a heart attack.
The police serious crash unit is investigating.