The plane, believed to be a small Learjet, is said to have come down at British vehicle Auctions in Yateley, which is on the site of Blackbushe Airport.
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All four people on board the plane were killed, said Inspector Olga Venner from Hampshire Police.
Sky News footage shows the aftermath of the crash, with debris visible among dozens of damaged cars.
She said: “The plane looked like a business jet and it was flying too fast and too low to be able to land at Blackbushe Airport”.
The Farnborough-based Air Accidents Investigation Branch (AAIB) announced it has sent a team to investigate the aircraft accident.
Play video “Fire Rages After UK Jet Crash”. Andrew Thomas, who was at the centre, told the BBC that “the plane nosedived into the cars and exploded on impact”.
“I saw it when it had just happened, and could see the plane and cars in flames”, he said.
“The fire started at the front of the plane and worked its way from the front of the jet to the back and spread outwards onto the parked cars”.
“One of the people I was with called 101 and spoke with the police”.
An eye-witness at the scene, who asked not to be named, said the aircraft had clipped the fence of the auction site, before flipping and landing on top of the cars.
“It was a really big plume of smoke and I could hear cars exploding over at the market”.
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The Hampshire police service spokesman said an investigation into the causes of the incident had been launched.
