The 30-year-old was driving a Volkswagen Golf southbound on the A737, near to Manrahead roundabout in Beith, when it was involved in a collision with a Volkswagen Polo which was being driven northbound by a 25-year-old man.

Emergency services attended but the 30 year-old motorist died at the scene.

The tragedy, which happened just after 4.30pm on Thursday, also left a 48-year-old woman, a passenger in the Volkswagen Polo, badly injured.

She was taken by ambulance to the Royal Alexandra Hospital in Paisley where she is being treated. Hospital staff describe her condition as serious but stable.

The 25-year-old driver of the Volkswagen Polo was taken to the Royal Alexandra Hospital in Paisley where he was treated for minor injuries then later released.

Sergeant Kevin Blackley of the Road Policing Department is appealing for any information. He said: “The A737 where the crash happened was extremely busy at the time of the incident last night.

“I would urge any witnesses to the crash who have not yet spoken to officers to come forward as a matter of urgency as they may have information that is vital to our investigation.” Anyone with information should contact Police Scotland on 101.