"It's a tragedy, particularly for the families but also for our staff who have to go and knock on the door and tell them their son won't be coming home again,'' he said.
The Nissan Centra was travelling around a gentle left-hand onto a straight stretch of road, when it left the road and and collided with a gumtree, about 3m from the edge of the seal, said Inspector Tooman.
A member of the public who saw the car crash called emergency services at 5.05am.
The road had a 100km/h speed limit.
It appears the four men were heading to Auckland, said police.
The section where the incident happened was not a bad crash site, but a stretch further down Gordonton Rd had claimed a number of lives, said Inspector Tooman.
However the vehicle, environment and driver were all factors in crashes, he said.
"I don't think we can always blame the road. If a driver makes an error, a mistake, and the environment is not very forgiving for him then the consequences are fairly drastic.''
The last alcohol-related death on Waikato roads was seven months ago and it was "very frustrating'' trying to get the road safety message across to young people, said Inspector Tooman.
Serious crash officers investigating the cause of the incident.