Great Western Way in Swindon has been closed in one direction this morning after a car crashed into a retail park sign.
Emergency services were called to the scene outside Mamas and Papas on Mannington Retail Park at around 10.30am today.
A roads policing officer at the incident has confirmed that one person driving a BMW Z4 has suffer serious injuries, but says it’s too early to give any further information. 
The road, between Mannington Roundabout and Junction 16, is likely to remain closed until at least 4.30pm.
Wiltshire Air Ambulance attended the scene.
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