Waikato Police are urging drivers to take responsibility for their driving after the fourth fatality on the region's roads in the past week.
District Road Policing Manager, Inspector Leo Tooman, said the latest fatality occurred on Cambridge Rd, between Te Awamutu and Cambridge, about 5.40pm.
"The crash is still under investigation by the Serious Crash Unit however initial indications are the female driver of an east bound car died after her vehicle crossed the centreline on a moderate bend and crashed into an oncoming utility.
"The woman, who was the sole occupant of the car, died at the scene. The male driver of the utility suffered serious injury in the crash and was taken to Waikato Hospital by ambulance."
Yesterday's crash follows a double fatality crash on SH1 at Ohinewai on Tuesday that claimed the lives of two elderly women and a fatal collision between a car and a motorbike on Monday that claimed the life of 49-year-old motorcyclist, David Mark HUTCHING, of Ramarama.
"There has been a lot of commentary about the need for overseas visitors to keep left and a lot of work has gone into education on this with car rental companies and accommodation hosts to ensure.
"But the three crashes that have cost the four lives this week involved local drivers not sticking to the basics of keeping to the left, watching your speed, avoiding the booze and securing your seat-belts."
Mr Tooman said motorists can expect to see a greater presence by road policing staff not only during the Rugby World Cup but following weeks during the peak holiday driving period.
"The Waikato Police District road toll is now 39 compared to 34 for the same period last year, that's 39 families that will be without loved ones this Christmas.
"There needs to be an attitudinal change so there is no place in our community for those who don't want to share the roads with other motorists with care."
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