The 31-year-old was flown from the scene to the Warrnambool Base Hospital after a head-on collision with an unloaded logging truck.

The incident occurred on the Cobden-Warrnambool Road, near the intersection with Elliotts Road, about 7.40am. 

A spokeswoman for the hospital has since confirmed the man, who was driving the car, has died. 

Paramedics worked to stabilise him for more than two hours before he was flown to Warrnambool in a waiting Air Ambulance helicopter. 

An Ambulance Victoria spokesman said the man had suffered multiple fractures. 

The vehicles collided on a sweeping bend, causing extensive damage to the front end of the car.

The truck driver, working for a Colac company and believed to be aged in his 40s, received minor injuries.

The Cobden-Warrnambool Road is closed between Maddens Bridge Road, Glenfyne and Alexanders Road.

Drivers travelling through the area are advised to seek an alternate route. 

It's the third fatality on south-west roads in the past two weeks.