The Paihia man, who did want to be named, said the gory scene was in plain view to passers-by on Friday morning.
''It's not a good look with schoolkids going past it on their way to school,'' he said.
Tourists also used the route.
Kawakawa fire chief Wayne Martin said the ute's occupants had been heading to work in Paihia when they hit the horse in the dark in a dip in the road.
All four were checked at the scene by St John Ambulance but didn't need further treatment.
Northland's top traffic cop, Inspector Wayne Ewers, said it was the responsibility of every stock owner to ensure their animals were securely fenced in.
If an accident occurred as a result of stock getting on to the road the owner could be held liable, he said.
Meanwhile, four horses loose on Maunu Rd, or SH14, caused traffic to build up during rush hour yesterday.
Police were notified of the equine escapees about 7.30am but it was motorists on the way to work who helped catch the horses and walk them to a paddock.
It is believed an electric fence tape and unit along a fence line was stolen yesterday morning allowing the horses to escape.