OAKLAND -- A 50-year-old man was killed Wednesday night when he apparently deliberately was run over by a car in the Pill Hill area, police said.

The incident happened at 9:24 p.m. in the 2800 block of Webster Street, according to police. Officers found the man unconscious in the roadway, and he was pronounced dead at the scene.

Police are considering the North Oakland man's death a homicide. His name was not released pending notification of relatives.

The area of Webster Street between 28th and 29th streets is largely commercial and at the foot of the city's auto row.

Police and Crime Stoppers of Oakland are offering a reward of up to $10,000 for information leading to an arrest. Anyone with information is asked to call homicide investigators at 510-238-3821 or Crime Stoppers of Oakland at 510-777-8572.

The killing is the city's 32 homicide of 2014. There were 40 homicides at this time last year.

Harry Harris covers breaking news.