By actuating a momentary contact switch, an energizing circuit applies an AC voltage directly to one of the two field windings of a two-phase reversible AC induction motor to drive that motor in one of its two directions. As the motor begins to rotate, the shifted phase voltage appearing at the other field winding has a relatively high magnitude and this is employed to energize a neon photo coupler which then completes a holding or latching circuit for maintaining the motor energized so that it continues to rotate. If the motor stalls or if its rotation is purposely stopped, which may be caused by a limit-of-travel switch actuated by apparatus driven by the motor, the magnitude of the shifted phase voltage decreases and the neon photo coupler de-energizes, thereby disabling the holding circuit. By actuating another momentary contact switch, motor rotation in the opposite direction occurs and another holding circuit effects continued motor rotation until the motor stalls or is purposely stopped.