Pitchayakarn Masuk, 40, owner of a video production company in the capital of Isan, missed the notorious Makphrok bend at about 6pm. The car rolled several times before ending up, severely damaged, on the central reservation.
Mr Pitchayakarn was taken to Thalang hospital semi-conscious and with a variety of injuries.
Police believe he either may have fallen asleep at the wheel of the car, or he was not familiar with the road and tried to take the bend too fast.