In apparatus and method for performing an automatic vehicular velocity control for an automotive vehicle, a vehicular running control such that the vehicle follows up a preceding vehicle running ahead of the vehicle maintaining an inter-vehicle distance to the preceding vehicle at a predetermined inter-vehicle distance and that a vehicular velocity variation rate is maintained at a set target vehicular velocity variation rate is effected and, when the detected vehicular velocity becomes equal to or lower than a set vehicular velocity above which the vehicular velocity control by the vehicular running controller is effected, the vehicular running control effected as described above is released and a rate of variation with time in a vehicular target acceleration/deceleration set when the control is released is moderated. In addition, an alarm unit is, provided for informing a vehicular driver of the release of control over the vehicular velocity.