Lisa Rossiter says the increase in fatalities is occurring across the country and has a range of causes.
"We've still got a very old vehicle fleet in New Zealand. The average age of the fleet is 14 years so many of our cars are still not giving the level of protection in the event of a crash. We've still got unrestrained drivers and passengers and we've still got people not wearing helmets."
Rossiter says the widespread use of cell phones could also be part of the problem.
"There's no doubt that driver distraction is a growing challenge. We are all more and more tempted to check that device when driving. We have got to remember to just put it to one side. It's so easy to make an error and the road is one place where a simple error can be fatal."