Farmers love quads. They are a vital rural tool, economical to run, and provide mobility, albeit with stability issues.
Perhaps riders are lulled into a false sense of four-wheel protection - yet they subject the rider to the same injury and death exposure that a two-wheel motorbike does.
Previous coroners have called for compulsory lap-belts, helmets and roll bars. The farming industry response was not one of "eureka".
So what to do?
If demand for the product outweighs safety fears, product modification and social change seems the only solution. One is short term - social change, much longer an exercise.
But if Kiwis care one iota about their fellow farming man, and woman, they need to change their attitudes.
"She'll be right" was a fine mantra in the 1960s, but it has no place in the modern farming environment.