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.
He also said car dealers should be required to show vehicle safety ratings and suggested the introduction of random roadside drug testing as a way to cut the number of road deaths.
Repeat drink-drivers should be made to install devices that prevented the use of a vehicle if alcohol was detected, Mr Thomsen said.
New Zealand Transport Agency spokesman Ewart Barnsley said the agency welcomed the suggestion of more median barriers.
Police assistant commissioner Dave Cliff said the long-term trend was positive and the number of deaths had dropped over time.
In 2010, 375 people were killed, compared with 284 in 2011 and 308 in 2012.