UPDATE 10.30AM

Lance Franklin has fronted the media on Thursday morning and apologised for the Rose Bay crash in which five cars were badly damaged.

Speaking at the SCG, Franklin indicated that he was not texting nor speeding at the time of the accident, but regretted what had transpired.

"I'm truly sorry for the inconvenience cause to other people's cars," Franklin said.

"This is something that not anyone wants to go through. I don't want to see myself in the spotlight again. The immediate reaction is just shock. I was devastated. I'm just so thankful that no one was in the car with me."

Franklin stated that girlfriend Jesinta Campbell's primary concern was his well-being, and not that of her car, which Franklin was driving at the time of the accident.

"The car is the last thing on Jesinta's mind; it's more about me," he said.

EARLIER

Sydney Swans star recruit Lance ''Buddy'' Franklin has been issued with a traffic infringement notice for negligent driving after he was involved in a car crash in Sydney's east on Wednesday night.

Franklin, 27, was driving a Jeep loaned by Jeep Australia to his girlfriend, television presenter and model Jesinta Campbell, when it was involved in the crash on New South Head Road in Rose Bay just after 7pm.

Police said the driver of the Jeep, whom they did not identify, crashed into four parked cars, but a roadside breath test showed alcohol was not involved.

A NSW Police spokeswoman on Thursday morning said a 27-year-old man had been served with a traffic infringement notice for negligent driving. He would face a fine, but would not be required to attend court.

According to Roads and Maritime Services, the offence attracts a $405 fine and three demerit points.

In a statement, the Swans said that Franklin was the only person involved in the accident, and was unharmed.

"He was not carrying any passengers and there were no passengers in any of the other vehicles involved. No one was injured in the accident," the statement read.

A NSW Police spokesman said on Wednesday night that the Jeep was travelling west along New South Head Road and hit four parked vehicles.

"All four vehicles were damaged as a result of the crash," the spokesman said.

The police spokesman described the driver, who was the only person in the car, as a 27-year-old man from Bondi.

The incident will ensure the spotlight is again on Franklin and the Swans, and coach John Longmire is expected to address the media before training on Thursday.

Witness Craig McDonald, who lives above the street where the collision occurred, said he called police after hearing a "heavy duty" crash through his window.

"I looked out the window and it looked like four cars in the collision," he told Fairfax Media.

Photos from the scene, taken by Mr McDonald, show a row of several damaged cars after the crash.

"He [Franklin] was just hanging around," Mr McDonald said.

"He got recognised and he was trying to stay out of the light of the cameras."

Mr McDonald said Franklin was picked up from the scene by a friend.

Buddy Franklin has just totalled three cars on New South Head road outside my place #buddyfranklin pic.twitter.com/6yOyQRuz8F — Craig McDonald (@CraigMcDonald2) April 23, 2014

Earlier this year, the Swans said Franklin had lent his Mercedes to his teammate Dan Hannebery, who was involved in an accident in the car. Franklin was not in the car and the club said nobody was injured.

Franklin was signed by the Swans in October last year, on a nine-year contract worth $10 million, after almost a decade with Hawthorn.