Car users are three times more likely to die on a rural road than an urban one, figures show.
According to the Department for Transport, long straights, less traffic and fewer pedestrians can make drivers think it is safe to speed in rural areas.
In 2006, 1,256 people died on rural UK roads, including 134 fatalities in the South West.
The South East had 188 road fatalities last year, followed by eastern England (165) and the East Midlands (158).
The figures show that nationally 325 car users were killed on rural roads when speeding or driving too fast for the conditions.
The Department for Transport is warning rural drivers not to go faster than the conditions allow.
It is launching a new safety campaign, dubbed THINK! Rural Speed Campaign, later this month.
Road Safety Minister Jim Fitzpatrick said: "Driving on rural roads can be deceiving.
"It is important that motorists drive with as much care on a rural road as they would in a more built-up area.
"The 'national' 60mph speed limit is a maximum, not an expectation, and drivers must match their speed to the road characteristics and weather conditions they are experiencing as well as factoring in unpredictable hazards - like sharp bends, limited visibility or even animals - which can require a quick reaction."
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