More people will die on Northland's roads through complacency unless drivers take more care and pay more attention to the road, Northland's top road cop says.
Northland's road toll stands at 15 so far this year, compared to 12 at the same time in 2017, after a 65-year-old man died when two cars collided at Kareponia Hill on State Highway 10, near Awanui, at 5.45pm on Tuesday.
The man died at the scene and police have yet to release his name
Northland road policing manager Inspector Wayne Ewers said both cars had two occupants and the victim had to be cut from the wreckage. The road was closed and diversions were put in place.
The three other occupants of the vehicles had injuries ranging from moderate to serious.
Mr Ewers said complacency was behind many of the fatal and serious injury crashes in Northland.
"A lot of the messages are not getting through to a lot of motorists. Don't drive after drinking or taking drugs, don't drive too fast, be patient and drive to the conditions," he said.
"A lot of it is complacency — people seem to think it won't happen to them and decide to overtake that car in front because they think it's going too slow."
It was not worth the risk, just to make it to your destination a few second quicker.
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He is concerned that last year's horror road toll in which 40 people died in accidents on the region's roads will be exceeded this year.
Mr Ewers said one of the most frustrating things about the rising toll was that most deaths could be prevented if motorists stuck to basic safety rules.