The 19-year-old daughter of the president of the University of Virginia and a 20-year-old friend were killed early yesterday morning when their car collided head-on with another automobile on a rural two-lane road about 30 miles north of Charlottesville.

Marguerite A. Hereford, daughter of U-Va. President Frank L. Hereford Jr., and Susanne Williams Smith, both of Charlottesville, were pronounced dead at the scene of the accident, according to Virginia State Police.

Norman Paytes, 19, of Orange County, the driver of the other car, was reported in satisfactory condition yesterday at the University of Virginia Hospital, suffering from head injuries and a dislocated hip.

With Miss Hereford driving, the two young women were retruning home from a band concert in Washington, going south on Virginia Rte.20 near Orange, when the crash occured about 2:15 a.m. state police said. The other car was headed north, police said.

Cause of the crash was under investigation, police said yesterday.

The two women, who had attended high school together, had left Charlottesville Monday to attend a New Year's Eve concert, according to university spokesman.

Miss Hereford, the youngest of four children, was home for the Christmas holidays from Brown University where she was a sophomore. Smith, a Charlottesville native, had attended St. Mary's College in Raleigh, N.C. c

In addition to her parents, Miss Hereford is survived by her sister Sarah, of Atlanta, two brothers, Frank L. and Robert M., both of Charlottesville, and her paternal grandmother, Marguerite Roussel Hereford, also of Charlottesville.