"The great sadness is that by the end of the year, at the current rate, we're going to end up with about another 250 to 270 people killed," he said.
"The vast majority of those lives will be lost because people will be travelling too fast, some of them will be driving under the influence of alcohol, some will be distracted because they're using mobile phones or those sorts of things, people not wearing seatbelts - and the message is almost all of those deaths are entirely preventable.
"None of those people have to die, and we can all do something about it."
There is no official holiday road period this weekend, as Waitangi Day is not historically a long weekend, Mr Cliff said. However, Counties Manukau police in south Auckland had put in place their own road period from 12pm on Thursday, to 6am on Monday, as part of its Operation One Piece.
"Police vehicles will be highly visible around the district this weekend in an effort to get people to slow down," Counties Manukau road policing manager Inspector Alison Brand said.
Meanwhile road safety charity Brake urged drivers to be extra careful on the roads this weekend as rain and strong winds are forecast in some areas.
"Every year lives are torn apart by crashes, so we're calling on drivers to do everything possible to avoid tragedies over the long weekend," Caroline Perry, Brake's New Zealand director said.
"Over the last few days there have been a number of crashes as a result of heavy rain and slippery surfaces, and the forecast bad weather for parts of the country adds to the risks when out on the road, so it is essential that drivers are prepared for the conditions, drive carefully, and avoid taking risks which could result in tragedy."
Traffic out of Auckland was expected to be at its worst between 4pm and 8pm today, the New Zealand Transport Agency (NZTA) said, with traffic volumes expected to double on State Highway 2 Mangatawhiri. It would also be heavy throughout Friday morning, the agency said.
Road works sites throughout Northland and many parts of Auckland were shut down at noon today, to help reduce delays and make travel safer for everyone. "While no work will be underway, we ask motorists to observe all temporary speed limits in place to keep everyone safe, prevent damage to other vehicles and protect the works that are under construction," NZTA Auckland and Northland highway manager Brett Gliddon said.
Aucklanders returning home on Sunday from north of Auckland will find traffic heavy on SH1 from 11.30am through to 6.30pm and coming back from the south, from 11am to 4pm.
Visit www.nzta.govt.nz for the latest highway information.
ROAD SAFETY TIPS:
• Be prepared. Make sure your vehicle is well maintained. Before setting off check your lights, oil and water, wiper blades and tyres, including tread and pressure.
• Check forecasts and plan your route to avoid roads likely to be more risky, and allow plenty of time.
• Carry an emergency kit with a torch; cloths; food and drink; first-aid kit; warning triangle and high-visibility vest in case you get stuck. Always take a fully charged phone in case of emergencies, but don't be tempted to use it when driving.
• Careful and cautious driving, keeping in mind safe stopping distances, allowing more space if it rains.
• Drive within speed limits, and avoid overtaking unless you're sure it's safe.
• If driving, don't drink any alcohol, or take any illegal drugs or medication that could affect driving.
• Drive alert - not tired, ill or stressed. Get a good night's sleep before driving and take breaks every two hours.
• Turn you phone off and minimise other distractions such as sat nav/GPS and tuning the radio as much as possible.
• Always belt up and insist that everyone else in the vehicle does the same.
(Source: Brake)
