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(WBIR) The man killed Wednesday morning when his SUV left the roadway and crashed into a bridge column has been identified as 43-year-old Danny Ray Watson of Sevierville.

An investigation into the cause of the crash is continuing.

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An East Tennessee man died Wednesday morning after he crashed into a bridge column, according to the Knoxville Police Department.

A KPD spokesperson told 10News the victim was heading northbound on I-275 near Heiskell Avenue when his SUV left the roadway, struck a bridge column and flipped.

KPD said the crash happened around 10 a.m. Wednesday and several motorists stopped at the scene and pulled the victim out of his vehicle.

Officials pronounced the man dead at the scene.

Police are investigating the fatal crash. The victim's identity has yet to be released.

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