Mr Ewers said complacency was behind many of the fatal and serious injury crashes in Northland.
"A lot of the messages are not getting through to a lot of motorists. Don't drive after drinking or taking drugs, don't drive too fast, be patient and drive to the conditions," he said.
"A lot of it is complacency — people seem to think it won't happen to them and decide to overtake that car in front because they think it's going too slow."
It was not worth the risk, just to make it to your destination a few second quicker.
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He is concerned that last year's horror road toll in which 40 people died in accidents on the region's roads will be exceeded this year.
Mr Ewers said one of the most frustrating things about the rising toll was that most deaths could be prevented if motorists stuck to basic safety rules.