''The messages are the same as last year and the years before that, watch your speed, drive to the conditions, wear your seat belts and don't drink and drive,'' he said.
He said some of it could be complacency.
''People need to be patient and slow down on our roads. We are seeing time and time again that people are not driving to the conditions. If the weather's not great, slow down. Even if the weather is hot the roads can get very sticky so people need to then be looking at the way they are driving. And sadly sometimes the roads people are most familiar with are the ones that people are getting into grief on and dying.
''Most of these crashes are preventable by people simply driving to the conditions and being more patient.''
Mr Ewers said it was frustrating that the constant road safety messages were not getting through, as evidenced by the nature of some people's driving on our roads.
He said family members and friends needed to step up to prevent more tragedies on Northland's roads by making sure their loved ones were obeying the road rules and were strapped in properly.
''Also we've got more long holiday weekends coming up so there's going to be a lot more people on our roads, so we all need to take more care.''