A 48-year-old Kula man died Saturday after crashing a motorycle in a single motor vehicle incident on Maui.

Police identified the victim as Robert Phillips Jr. and said he was riding an orange Enduro KTM motorcycle southbound on Lower Kula Road when he failed to negotiate a curve in the roadway, crossed left of center, and crashed into a utility pole on the opposite shoulder.

Phillips was not wearing a helmet and was taken in critical condition to Maui Memorial Medical Center where he died.

The crash happened about 6 p.m. Saturday.

It was Maui’s seventh traffic fatality this year compared to four at this time last year.