There is provided a deceleration control apparatus for an automotive vehicle, including a target vehicle speed calculation unit that calculates a target vehicle speed and a deceleration control unit that performs deceleration control on the vehicle so that the vehicle reaches the target vehicle speed. The target vehicle speed calculation unit has a first target vehicle speed calculating section to give as the target vehicle speed a first target vehicle speed value by dividing a multiplication product of an estimated road friction coefficient and a predetermined target lateral acceleration limit by a determined actual yaw rate, and a target vehicle speed correcting section to correct the target vehicle speed depending on an accelerator pedal depression and a detected actual lateral acceleration, so as to adjust the amount of deceleration control on the vehicle.