Compared with 2013's 254 road deaths, the interim 2014 toll of 294 was "extremely sad and disappointing", the Automobile Association says.
The organisation has called for changes to be made, including an increased number of median barriers on highways, to reduce the annual number of deaths on New Zealand's roads by 2020 to under 200.
"Six months of the year (January, June, July, August, September and December) had record or near-record low numbers of road deaths," AA spokesman Dylan Thomsen said.
"Unfortunately, the other six months had many more deaths than 2013, which has pushed the annual road toll much higher."
To reduce the number of deaths, more median barriers needed to be installed on highways, Mr Thomsen said.