The latest figures listed 24 lives lost in collisions on rural roads as of January 30, a 64 per cent increase on the five-year average for January.

Of the 24 lives lost on rural roads, 21 resided in regional locations or worked in regional areas, and 18 of the 21 deaths happened less than 100km from the person’s residence.

The Goulburn Valley and the wider region have been hit particularly hard, with four people dying in a devastating crash at Pine Lodge in early January, plus fatal crashes in Lancaster, Kialla and Creighton’s Creek.

Crashes near Rutherglen, Tallarook and Tatong have also resulted in deaths.

Police said more than 85 per cent of rural fatalities occurred on high-speed rural roads, with speed limits between 80km/h and 110km/h.

Victoria Police assistant commissioner of road policing Glenn Weir said it had been a “terrible start to the year” on the roads and urged regional people to take care.

“It is a common misconception that it’s not locals losing their lives on country roads,” Asst Comm Weir said.

“That couldn’t be further from the truth.

“The reality is, people residing in regional areas make up the majority of those killed on rural roads.

“Distraction and basic road user error is significantly contributing to regional lives lost.

“It just shows a simple lapse in concentration can have catastrophic consequences.

“It is imperative all road users remain alert, particularly when travelling on high-speed rural roads.”