"Driver behaviour, alcohol and failure to wear a seatbelt are believed to be factors in this crash," said Western Bay of Plenty area commander Inspector Clifford Paxton.
Papamoa police Sergeant Phil Gillbanks said the driver, who had been living in New Zealand for about six years, was well outside the legal area permitted for cars to retrieve or launch boats, and was driving faster than the beach's 30km/h speed limit.
"It is a recipe for disaster in more ways than one."
He said police had even received reports of vehicles weaving in and out of beachgoers, particularly at Papamoa East.
Mr Gillbanks said Thursday's crash was an unfortunate accident that could have been avoided easily. He put it down to speed and driver behaviour. It occurred on an outgoing tide when there was not a lot of shore space and vehicles were travelling close to people on soft sand.
The four passengers in Thursday's incident were overseas tourists.
Tauranga Mayor Stuart Crosby said the problem was mainly with visitors to Tauranga and it was rare for a local person to drive illegally on the beach.
