A major rescue operation was launched after it is believed car went over a cliff.

Residents and businesses in Kingsdown, Deal, reported seeing emergency service vehicles going past in the direction of the seafront at about 3pm.

Upper Street was partially closed off with police, fire, ambulance and Coastguard crews gathering at Undercliffe Road next to the beach.

A lifeboat crew was pictured in the sea.

A Coastguard spokesman said: “Rescue teams from Deal, Folkestone and Langdon Battery responded to an incident at the cliffs.

“The alarm was raised at about 2.55pm, and Kent Police, South East Ambulance Service and Kent Fire and Rescue Service were also alerted.

The air ambulance was sent to the scene. The Coastguard search and rescue helicopter was despatched from Lydd, but later stood down and returned to base.”

It is being said locally that one person was inside the vehicle but confirmation on what happened exactly has not been forthcoming.

Kent Fire and Rescue Service says it sent three engines to the scene before leaving at 4.15pm.

Staff at The Kings Head pub in Upper Street said they saw lots of action from about 3.40pm.

A spokesman said: "We just saw a lot of police cars and stuff flying up and down, I did not know what had happened."

Meanwhile Maidstone resident William Bungay was visiting family when he saw the emergency services response.

He said: "We got there at about 3.30pm and a lady walking the other way told us a car had gone over the cliff.

"The air ambulance and fire engines left just before 4.30pm. The coastguard, police, and ambulance were there too. There was a yellow helicopter but I could not see the markings."

More as we get it.