More than three times as many speeding tickets were issued in Hawke's Bay last December and January than the year prior - costing summer drivers dearly.
Speed cameras caught 7227 motorists and issued tickets while police officers wrote 2490 tickets for a total cost of $526,200.
The jump from 3173 tickets in 2012/13 to 9717 last year is largely a result of lowering the speed threshold to 4km/h over the limit rather than the previous tolerance for up to 10km/h, officials believe.
Eastern road policing manager Inspector Matt Broderick said he hoped drivers would learn to stick to the speed limit this summer.
"In an ideal world you would expect the number of infringement notices issued would start to decline as the public realise we show no tolerance for speed for good reason, " he said.