The man, who was the sole occupant of the vehicle, was driving a medium sized truck east along Remembrance Drive about 1.45pm when it left the road and crashed into a tree on the Avenue of Honour.

The CFA initially tried to cut the man from the vehicle using the jaws of life but he died at the scene.

Multiple emergency service units, including six police units, two ambulances, a CFA fire truck and two CFA fire rescue teams, attended the accident, which occurred about one kilometre west of Lucas.

Police blocked off the Western Highway at Cardigan in both directions and traffic was diverted around the scene, with westbound traffic sent down Dowling Road.

Police are now investigating the accident and anyone who witnessed the crash is urged to contact Crime Stoppers on 1800 333 000 or make a confidential report at crimestoppersvic.com.au.

So far this year, 235 people have been killed on Victorian roads, compared to 207 at the same time last year.