A crash in Barrie’s south end on Friday morning has claimed the life of a 57-year-old man.

Emergency crews responded to a single vehicle crash around 8:10 a.m. at the intersection of Mapleview Drive East and Bayview Drive.

Barrie Police say the car was travelling eastbound when, for some unknown reason, crossed the centre line near Park Place, leaving the road and crashed into the concrete base of a sign.

The Woodbridge, Ont. man was transported to Royal Victoria Hospital in Barire with serious injuries and was later pronounced dead.

Police continue to investigate and one factor they are looking into is whether the man suffered a medical emergency.

Anyone who witnessed the crash is asked to contact the Barrie Police Service.