A MAN has died after his car careered off a Worcester road and crashed into a road sign.

Two off-duty firefighters frantically tried to save the man's life following this morning's accident, but by the time emergency services arrived, he was pronounced dead.

The victim, who was driving a red Ford Escort, collided with concrete road sign uprights on the A449 near the Blackpole turn.

Alec Mackie, a spokesman for Hereford and Worcester Fire Brigade, said Worcester crews arrived at the scene at about 8am to find the man was already dead.

Police, the ambulance service, two fire engines from Worcester and an emergency tender had rushed to attend.

Mr Mackie said the off-duty firemen had originally come across the accident, but could do little. "They were on their way to work and the accident seems to have happened in front of them," he said. "They got the man out of the car, but there was no hope.

"The car was in collision with the concrete poles holding up the direction signs. There were no other vehicles involved," added Mr Mackie.

An air ambulance official confirmed they were called to the scene, but the call-out was cancelled when it was discovered the victim had died.

A police spokeswoman said the road was closed at the Claines roundabout, with both the carriageways blocked. They believe were were no other persons involved.

The road was still closed as the Evening News went to press.