An apparatus controls automatic travel of a vehicle equipped with a motive power generator. In the apparatus, information indicating a road surface on which a vehicle is present currently is acquired. It is determined whether or not a command for shifting the vehicle from its stopped state to its traveling state is issued. When the command is issued, automatic shift of the vehicle is made from its stopped state to its traveling state by controlling drive of the motive power generator based on the acquired information. It is further determined whether or not, of a component of gravity applied to the vehicle, there is a force component applied in a direction opposite to a travel direction of the vehicle. When there is the force component, the operation applied to the motive power generator is continued even if the brake pedal is pressed by the driver.