About 90 people who were watching penguins come ashore in Timaru witnessed one being hit and killed following a collision with a car.
Forest & Bird reports the group of tourists and locals were standing near Marine Parade where the little penguin (kororā) was fatally hit.
The penguin was breeding age and its mate was seen calling for it for over an hour after it was killed.
Forest & Bird do not know if the pair had eggs, however, they said it was likely to be the case as it is the current breeding season for little penguins.
A member of Forest & Bird's South Canterbury branch committee, Kimberley Collins, said it is time for a change on Marine Parade.