Police Scotland will work to change the behaviour of drivers who take risks, Chief Constable Sir Stephen House said.
A "significant" increase in the number of road safety offences was recorded in the first six months of the new single force, compared with the same period last year, new figures reveal.
The offences include 52,171 of speeding, 25,451 of seatbelt misuse and 20,440 of mobile phone use, Police Scotland said.
Addressing an audience of road safety experts at the Road Safety Scotland annual seminar in Edinburgh today, Sir Stephen said road safety is one of the priorities raised by local communities.
"Evidence has shown that regular risky and illegal drivers do not acknowledge the risk they present, or view their own actions as illegal or having any real social impact," he said.
"A recent study stated that almost three-quarters of all drivers admitted to risky driving behaviour in the last 12 months and more than half of those admitted to illegal behaviour in relation to speeding, mobile phones and seatbelt use.
"There is a common perception among offenders that offences are committed by others, but not by themselves. Our job is to challenge these perceptions and make people aware that offending behaviour will be dealt with."
The force will continue to build a trunk roads patrol group throughout the country, Sir Stephen said.
"Our focus is on enforcement and by providing a more visible, dedicated resource across our national and local roads networks, we can help deter and detect poor driver behaviour.
"Greater enforcement has led to some good early results. However, it is worth remembering that in 2012, 174 people died on our roads - three times more than the homicide rate. I regard this as simply unacceptable.
"We will continue to work with others to improve awareness of road safety and challenge offending behaviour in order to keep people safe on Scotland's roads."
Figures from Police Scotland show 52,171 speeding offences were committed between April and September compared with 37,585 in the same six month-period last year, a rise of 39%.
Seatbelt offences were up 37%, from 18,571 to 25,451, and mobile phone offences were up 21%, from 16,872 to 20,440