The bypass between Holmston and Whitletts roundabout was closed for hours last-night as emergency services were alerted to the scene.
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Police attended with ambulance crews around 6pm to a parked car in a layby on the busy A77 road.
A 46-year-old man was found within the parked car in the layby and the road was closed while officers carried out enquiries at the scene.
A statement provided by Police Scotland said:
"Police were called to the A77, near Holmston Roundabout at Ayr, around 6pm on Saturday, 25 July, by the ambulance service following the sudden death of a 46-year-old man.
"The man had been found within a parked car in a layby and the road was closed while officers carried out enquiries at the scene.
"The death is being treated as unexplained and a report will be submitted to the Procurator Fiscal."