Police are hoping to talk to any witnesses of a crash between two vehicles about 40 kilometres north of Grafton on Saturday morning in which a man died.
The accident happened on the Pacific Highway just before 8am.
Police said initial inquiries suggested a Holden Colorado utility and a Ford utility have crashed head on.
The male driver and sole occupant of the Ford died at the scene.
The male driver and female passenger of the Holden, both believed to be aged in their 20s, were treated by NSW Ambulance paramedics and taken to Lismore Base Hospital in a serious condition.
Officers from Coffs/Clarence Local Area Command established a crime scene and have commenced inquiries into the circumstances surrounding the incident.
A report will be prepared for the Coroner.
Anyone who witnessed the crash is asked to contact Crime Stoppers on 1800 333 000.