Roads and vehicles must be made "more forgiving" to curb a road toll which averages more than one death a day, the Automobile Association (AA) says.
Figures released by the Ministry of Transport today showed 371 people died on the roads over the past 12 months.
Thirteen drivers, passengers and pedestrians died over the official holiday period from 4pm on Christmas Eve to 6am yesterday, including seven people - all men - since January 1.
AA spokesman Simon Lambourne said the holiday toll was an "absolute tragedy".
"Sadly, we are losing more than one person every day to road crashes at the moment," he said.
"When someone dies unexpectedly on the road it has a very tragic and ongoing impact on family and friends. One day they're there and the next they're gone, and there's often no saying goodbye."
Mr Lambourne said road safety would be in the spotlight worldwide this year with the start of a decade-long road safety initiative by the United Nations.
"The United Nations says we could halve projected global road deaths and injuries over the next 10 years if we commit to initiatives already known to make roads safer," he said.
"In New Zealand, we can continue to improve our roads and our vehicles so they are more forgiving when people make mistakes.
"For example, we need more investment in safety works like median barriers, shoulder widening and the removal of trees, poles and ditches on roadsides."
Mr Lambourne said individuals also needed to take more responsibility.
"Never drive when you're tired, never drive when you're impaired by alcohol or drugs, and never allow yourself to get distracted by anything when you are behind the wheel," he said.
Four of those killed on the roads so far this year were under the age of 24, including two teens killed in two separate Auckland-based crashes yesterday.
Ryan Gibbons, 19, died after being thrown from a car as it plunged down a cliff at Pinewoods Motor Park in Red Beach, just north of the Whangaparaoa Peninsula, shortly before 1am.
The driver was taken to hospital but was not badly hurt.
National road policing manager Superintendent Paula Rose yesterday said Mr Gibbon's death had been included in the holiday road toll despite occurring on a private road.
That decision may be reviewed by the Ministry of Transport, she said.
Timoti Mohi, 15, died after allegedly fleeing police at speeds of 180km/h on Auckland's southern motorway, shortly before 1am.
His passenger, a teenage friend, is in Auckland Hospital with leg injuries after being extracted from the stolen Nissan Sylvia, which was found embedded in a power pole.
Police said speeds got too high and too dangerous to chase the car and they abandoned the pursuit before the crash.
The Auckland fatalities pushed this year's holiday road toll to 13 - the same as last year:
* Gayle Jean Anderson, 44, was the first victim of the holiday period. She died in a crash near Dunedin on Christmas Eve;
* 40-year-old Vineshwar Singh died in a hit-and-run in Pukekohe, south Auckland, on Christmas Day;
* Mary-Lee Huata, 17, died after a crash south of Wairoa, in northern Hawke's Bay, on December 28. A 13-year-old boy was driving the Toyota Hilux she was a passenger in;
* Sebastian Hirling, 16, was killed on December 29 after a ute rolled onto him at Reporoa, 47km northeast of Taupo;
* Te Reimana Mathew Peina, 38, of Wanganui, died the same day when the motorcycle he was riding and a car collided on a gravel road off State Highway 4, north of Wanganui.
* Tanisha Morris, 13, died after the car she was in and a truck collided on SH2 at Whirinaki, 14km north of Napier, on December 31;
* Tamataia Pera Maurangi, 35, from Point England in Auckland, was killed in a single car crash just south of Hastings on January 1;
* Also on January 1, a man died after he went through a vehicle windscreen when two cars collided in the Bay of Plenty.
* Sean Coe, 20, died on January 2 in Waikato Hospital following a collision between a car and a van just north of Hamilton on New Year's Day;
* Wayne William Anderson, a machine operator from Blenheim, died when he lost control of his vehicle and rolled on State Highway 6 at Canvastown, 51km north-west of Blenheim, on January 2;
* Mark Gerard Egbers, 48, of Auckland, was also killed on January 2 when his Honda motorcycle collided with a Suzuki motorcycle on the winding SH25 which crosses the Coromandel Peninsula;
- NZPA
AA: Safer roads, cars will reduce toll
AdvertisementAdvertise with NZME.