Embodiments of the present invention provide a system comprising a speed control system configured automatically to cause a vehicle to operate in accordance with a first target speed value stored by the system at least in part by controlling an amount of drive torque applied to one or more wheels by a powertrain, the system being configured to receive a driver drive demand signal indicative of an amount of driver demanded drive torque to be applied to one or more wheels, the system being configured to cause the vehicle to operate in accordance with a second target speed value greater than the first in dependence at least in part on the driver drive demand signal.