"The basic safety message for children is the need to take care on the road. Make sure to look both ways before crossing and if there is a pedestrian crossing or crossing at lights then to use that."
Witnesses told the Rotorua Daily Post yesterday the boy was running across the road when he was hit in the face by the car's wing mirror.
He landed on the median in the middle of the road, they said.
A friend of the victim said they were heading for a swim at Kawaha Point when a group of them ran across the road.
"We were walking and we just ran to cross the road, we just ran down the middle and he was behind us and he was running, I don't think he saw the car. I just heard a smash and I ran to him and his face just got hit by the rear view mirror."
A road closure was in place while emergency services work and enable police to complete an investigation.
Traffic heading into Rotorua on State Highway 5 was being diverted down Kawaha Point Rd where the city centre can be accessed by Koutu Rd.
If anyone can help police with information contact Senior Sergeant Nicola Riordan at Rotorua Police on (07) 348 0099.