One in five drivers has admitted to falling asleep at the wheel - and the problem is now costing motorists more than ever.
Driver fatigue insurance claims cost the industry about $4.8 million a year and the Automobile Association says that figure is rising.
The AA Insurance Drivers Index interviewed 3550 Kiwi drivers and found 26 per cent of male drivers and 15 per cent of female drivers admitted to nodding off while driving.
The head of operations at AA, Martin Fox, said the upward trend in driver fatigue claims was concerning.
"Drivers should recognise the warning signs before tiredness settles in and pull over to rest and refresh. As we head into the holiday period, where a lot of people will be driving long distances to see family and friends, motorists need to be aware of the dangers of fatigue," he said.