A MAN has died following a crash on a busy Ayr Road.

The 36-year-old was travelling on the A77 northbound near to Bankfield roundabout around 2.55am on Thursday.

Emergency services rushed to the scene of single car crash but the man, who was driving a BMW Z4, was pronounced dead at the scene.

A full report will be sent to the Procurator Fiscal.

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In a statement police said: "Officers from the Road Policing Department based at Irvine Police Office are urging any witnesses to this crash, or anyone with information that may assist the ongoing investigation to come forward.

"We would also ask anyone driving on this stretch of road around the time of the crash who has dash-cam footage to get in contact."

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Anyone with information should contact the Road Policing Department at Irvine through 101.