A man has died and a woman is in hospital after a car crash in Gnotuk in Victoria's south east on Sunday evening.

The driver, believed to be a man in his 50s, lost control of the Mercedes while travelling west on Castle Carey Road around 7.45pm.

The car then hit a tree and rolled over. The man died at the scene. 

Emergency services freed a passenger in her 40s from the vehicle. She was airlifted to hospital suffering serious injuries.

Police are investigating the crash.