EMERALD GROVE, Wis. — A "serious" Wednesday morning crash on U.S. Highway 14 in the Town of Bradford has claimed the life of a man, according to the Rock County Sheriff's Office.

Due to the crash that was first reported at around 6:09 a.m., a road closure was underway from Kemp Road to County C/M near mile marker 179.6.

Preliminary investigation indicated that a Ford Fusion was traveling westbound on East U.S. Highway 14 near South Carver Rock Road when the driver lost control and crossed into the eastbound lane.

A 64-year-old Janesville man driving a Chevrolet Avalanche on eastbound East U.S. Highway 14 collided with the Ford Fusion.

Despite life-saving measures provided on scene, the driver of the Ford vehicle was pronounced deceased on scene.

According to the sheriff's office, the

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