People think car accidents won't happen to them, but they do and that's why safety messages need to be heeded.

Northland's top road cop is frustrated yet again, after this year's road toll has risen by one more.

A 48-year-old man died over the weekend almost two weeks after he was seriously injured in a crash on Marsden Cove Rd.

The crash happened on November 26 when the man went off the road about 7.40pm and was thrown from the vehicle.

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The Northland Rescue Helicopter flew the man to Auckland City Hospital in a critical condition with serious head injuries.

His death brings the road toll in Northland to 35 for the year - or almost three a month.

Less than two hours after that crash, emergency services were called to a single-vehicle crash on Ninety Mile Beach, 3km north of Ahipara's Kaka St access at 9pm.

The vehicle rolled and of the five people inside, two children suffered arm and leg injuries while an adult was treated for back injuries. They were taken to Kaitaia Hospital.

Northland road policing manager Inspector Wayne Ewers said the serious crash unit attended the scene of the now fatal the next day, and the investigation into the cause of the crash is ongoing.

The road toll for the whole of last year was 27 and it was 22 in 2015. Twenty of this year's deaths have occurred in the mid and Far North, and four of those killed this year have been pedestrians.

Mr Ewers has reiterated his safety messages after the latest death. He urged everyone to wear their seatbelts or helmets. Not wearing a seatbelt had been a factor in at least 15 deaths this year.

"A number of them would still be alive today if they had been wearing a seatbelt or clipped on a helmet," Mr Ewers said.

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He said people needed to be accountable for their actions. Alcohol and drugs were a factor in at least 15 deaths.

"Leave the alcohol alone if you're going to drive."

Mr Ewers said friends and family need to make sure their loved ones are safe and make sure they aren't getting behind the wheel if they've been drinking.

He said it is frustrating to be rolling the messages out time and time again, when certain people don't want to listen and don't believe accidents will happen to them.