When a vehicle power demand P* is less than a threshold value Pref, which is set to or around a lower limit of a relatively efficient drive range of an engine (step S120) and when an engine drive demand EG* is set ON because of requirement for heating by an air conditioning system (step S150), the drive control of the invention sets the threshold value Pref to an engine power demand Pe* (step S160) and sets a higher level S2 than a standard level S1 to a maximum SOC (state of charge) of a battery (step S170). This drive control starts load operation of the engine with charge of the battery. The load operation of the engine desirably improves the fuel consumption of the vehicle, compared with independent operation of the engine.