A 54-year-old man died yesterday afternoon after his motorcycle went off the roadway and crashed into a coffee field in Kona.

The man was riding south on Highway 180 when he apparently lost control of his motorcycle just north of the intersection with Hualālai Road. The motorcycle ran off the road and landed about 20 feet down an embankment, fire officials said.

Firefighters arrived at the scene shortly before 5 p.m. and found the man, who had suffered massive head injuries. He was pronounced dead at the scene.

The man's name was not immediately released. The incident was under investigation.