An advertising structure felled by wind is pictured in a street as Hurricane Nora approaches Manzanillo, Mexico. Reuters

The US National Hurricane Center (NHC) warned of torrential rain, life-threatening flash flooding and mudslides as Hurricane Nora made landfall on Saturday evening on the northwest coast of the Mexican state of Jalisco.

The Category 1 storm made landfall near Tomatlan in Mexico's Jalisco state and will continue north towards the states of Nayarit and Sinaloa, the National Meteorological Service (SMN) reported.

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After making landfall near Vicente Guerrero, the category 1 hurricane has continued northward near the coast, NHC said.

A ship is seen on the sea as Hurricane Nora approaches Manzanillo, Mexico, on Saturday. Reuters

Nora had maximum sustained winds of 75 mph (120 kph) late Saturday, with tropical storm force winds extending out 105 miles (165 kilometers). It was centered about 50 miles (85 kilometers) north-northwest of Puerto Vallarta, and heading to the north at 16 mph (26 kph).

The U.S. National Hurricane Center said Nora was likely to keep dragging along the coast and gradually weaken to a tropical storm by Sunday night before entering the Gulf of California, passing close to the mainland resort area of Mazatlan.

Videos posted on social media showed storm surges flooding roads and fierce winds lashing buildings and downing trees.

A fallen tree is pictured in a street as Hurricane Nora barrels through Manzanillo, Mexico, on Saturday. Reuters

Hurricane warnings have been issued for coastal stretches of the states of Colima, Nayarit and Jalisco, the agency said.

Mexican authorities have so far not reported any injuries but Jalisco's governor Enrique Alfaro tweeted that relief efforts have "intensified" with 500 homes affected by an overflowing stream.