South Waikato Mayor Neil Sinclair has expressed his shock at seven people being killed on the roads in his area.
Mr Sinclair said such loss of life was a total tragedy so close to Christmas.
He said people did not recognise how dangerous rural roads could be saying he would like police to look seriously at dropping some speed limits in the region from 100km/h to 90km/h.
"I had been so pleased that our road toll had been particularly low so far this year. Historically, we have not had a great record in the South Waikato.
"But to lose what sounds like a family and two other people just before Christmas is shattering. I cannot imagine what it would be like for their families."
Mr Sinclair said people needed to take great care on rural roads, making sure not to rush, to make sure they made it to their destinations safely.