Lincolnshire Police have launched an appeal for information following a fatal collision in the Ludford area on Bank Holiday Monday.
It is believed a prominent Horncastle businessman - Paul White - lost his life in the collision.
Mr White (54) was a member of the family who own the Laurels Service Station in Horncastle.
According to sources, the Service Station has been a family run business since September 1963.
It is owned by Mrs White and her sons Paul and Guy.
Police investigating the collision in would like to hear from anyone who may have witnessed the motorbike or car involved.
Police say the male rider of the motorbike, which was a red Ducati, died as a result of the collision.
It isn’t believed that anybody else was injured.
Officers are asking for information from anyone who saw the motorcycle being ridden from the Horncastle direction prior to the incident, or who saw a blue Vauxhall Vectra travelling in the same direction before the collision.
The collision happened on the B1225 High Street at the Ludford and Sixhills crossroads.
The incident was reported to police at 11.19am.
Several roads in the area were closed following the collision and diversions were in place until 5.45pm.
There were reports of delays as the High Street is particularly busy, especially on Bank Holidays.
It is one of the main north-south routes in the county.
Residents have often complained about safety issues.
*Officers advise that anyone who can help should contact the Lincolnshire Police Collision Witness Hotline on 01522 558855 or dial 101 quoting incident 134 of 04/05/2015.
Meanwhile, two men have been injured in injured in a road traffic collision.
The incident happened on the A158 between Langton By Wragby and Wragby shortly after six o’clock on Monday morning.
Police say it involved a red Subaru Legacy that left the road.
According to police, the passenger in the vehicle, a 22 year-old local man, suffered spinal injuries which later required surgery.
The driver, aged 34, and also a local man, is being treated for less serious back injuries.
Anyone who witnessed the collision or saw the Subaru prior to the incident, is asked to call Lincolnshire Police on 101.