PHILADELPHIA (CBS) – An elderly driver died after his car slammed through the front entrance of a business in South Philadelphia early Friday morning.

The accident happened at about 6:30 a.m. at the Rainbow clothing store located at 23rd Street and Oregon Avenue.

According to investigators, the unidentified driver crashed his car through the front window of the business and ended up several feet inside the store.

The driver was rushed to the Hospital of the University of Pennsylvania where he was later pronounced dead. An eyewitness told Eyewitness News that the driver appeared to be in his late 60s or early 70s.

It was not immediately known if the driver died due to the crash impact or if he suffered a medical condition before the accident. His identity has not been released.

The accident remains under police investigation.

Reported By Steve Beck, CBSPhilly.com