Emergency services were called to the site of the crash on Arapuni Rd between Putaruru and Te Awamutu at about 2.40pm.
A Fire and Emergency spokeswoman said there was someone trapped in the vehicle when it attended the incident.
"There is a subsequent fire next to the vehicle," she said.
An eyewitness reported seeing a lot of smoke.
"I can see it from my house. Lost power which means we have no water as well. I hope they are okay. Lots of smoke," Jennifer Flintoff wrote on Facebook.
The fatality takes the holiday roll toll to 12.
It follows the death of a motorcyclist who died after coming off the road in Northland just after midnight.
The male rider died at the scene on State Highway 12 in Kaihu around 12.20am.
A motorcycle passenger received moderate injuries and was taken to Whangārei Hospital for treatment.
Eleven people died during last year's holiday period.
The Christmas-New Year holiday road toll period finishes at 6am on Wednesday.
The AA said on Saturday that despite the pandemic lockdowns, road deaths has been disproportionately high in 2021, with 319 people killed in crashes.
The figure is only one less than the road toll for 2020.
AA policy manager Simon Douglas said it signalled that New Zealand was not doing what it could to take decisive action on road safety.