However, despite the vastly increased number of vehicles, there is now an established downward trend, particularly since 1990 when 729 were killed, the last time the annual toll was more than 700.
Three years later, it was 600. The last year it was over 500 was 1999, and this year's toll will be the sixth in a row under 400.
Alcohol and excessive speed have been the profile targets of road safety campaigns, but there have been dozens of other factors, including road engineering improvements and more latter-day focus on driver fatigue and better driver education. These factors are highlighted in Safer Journeys, New Zealand's Road Safety Strategy for 2010-2020.
While the police are seen as the front line and it is multi-agency, it also emphasises road safety is the responsibility of all New Zealanders. Somehow, it feels good that we can all share in this record.