RUMFORD — A 78-year-old Rumford man died Friday afternoon when he lost control of his ATV on a steep hill.

The Maine Warden Service said Jeffrey Lang was pinned under his Yamaha 450 Grizzly when the machine rolled over and landed on top of him in the woods near Wyman Hill Road.

In the moments after the crash, Lang’s wife, who had been in the woods nearby, ran to get help. A man who lives in the area had heard their screams for help and immediately dialed 911, according to a Warden Service news release.

Rescue crews and game wardens arrived shortly after, according to the release, but Lang was dead at the scene.

Investigators believe that Lang’s attempt to ride up steep, uneven terrain was the main factor in the crash.

Lang had been out in the woods scouting in advance of deer hunting season, wardens said.