Disclosed is a working vehicle control apparatus provided with: a selection device which selects a power mode or an economy mode; an evaluation device which evaluates whether or not a speed restriction condition is established, namely, that the speed ratio detected by a speed ratio detection device is below a prescribed value and the load pressure detected by a load pressure detection device is above a prescribed value; an engine rotational speed restriction device which, if the evaluation device concludes that the speed restriction condition is established, restricts the maximum rotational speed of the motor when the economy mode is selected to a lower speed than the maximum rotational speed of the motor when the power mode is selected; and a vehicle speed restriction device which, if the evaluation device concludes that the speed restriction condition is not established,restricts the maximum vehicle speed when the economy mode is selected to a lower speed than the maximum vehicle speed when the power mode is selected.