The accident occurred near the Dam Hotel at around 5 a.m., police confirmed.
The victims, identified as a woman and two men, succumbed to their injuries at the scene.
Those injured, including the driver of the vehicle, were rushed to a nearby hospital in critical condition.
Authorities have since moved the bodies to the mortuary, pending autopsies and further procedures.
Preliminary reports indicate that the circumstances leading to the crash remain unclear.
Police have launched an investigation as they continue efforts to curb the rising number of road accidents during the festive season.
This incident is one of several deadly accidents reported across the country in recent days.
On the Narok-Mai Mahiu road earlier this week, a multi-vehicle collision claimed seven lives and left over 30 others injured.
In that accident, a lorry reportedly suffered a tyre burst, causing the driver to lose control.
The vehicle collided with a salon car, a bus, and a matatu, resulting in three fatalities at the scene.
A subsequent crash at the same site involving a speeding trailer led to three more deaths, including a motorcyclist.
Kenya continues to grapple with a staggering road accident toll.
According to official statistics, over 4,000 people die annually on the country’s roads, with thousands more suffering life-altering injuries.
The festive season, marked by increased travel and often reckless driving, typically sees a spike in fatalities.
In response, senior police officials have intensified road safety campaigns.
Deputy Inspector General of Kenya Police Eliud Lagat recently inspected traffic flow along the Nairobi-Nakuru highway, which has been experiencing severe congestion due to overlapping and poor visibility.
His counterpart, Deputy Inspector General of Administration Police Gilbert Masengeli, conducted a similar tour on the Nairobi-Mombasa highway to ensure safety measures are in place.
Authorities have urged drivers to exercise caution and adhere to traffic regulations as holiday travel continues.