Road users must take more responsibility for their actions to help improve road safety for all, Freight Transport Association Ireland (FTAI) has said.
Its call follows recent figures showing that the number of drivers and passengers killed in Ireland has increased by a sixth.
In its end of year review of road crash statistics, the Road Safety Authority (RSA) reported the number of people killed on the roads rose to 189 in 2013 - up from 162 in 2012.
Responding to the RSA review, Neil McDonnell, FTA Ireland General Manager, said: "The extent of the rise in fatalities is concerning, as it is more than simply a statistical fluctuation. The trend in fatalities has been consistently higher throughout 2013."
Reacting to the figures, the RSA's Chairman, Gay Byrne, said that society had "dropped its guard" on the issue, and stated that the lack of garda enforcement and resources was part of the reason road deaths were up.
McDonnell added: "Personal responsibility is key to the development of all successful safety cultures."