A driving assist system for vehicle calculates risk potential from the traveling environment of vehicle surroundings, and calculates a reference speed Vt while the vehicle is traveling. Accelerator pedal reaction force control amount is then calculated based on the risk potential RP and the reference speed Vt. The accelerator pedal reaction force is controlled so as to generate the calculated reaction force control amount, and information relating to the risk potential RP and the reference speed Vt is conveyed to the driver through sense of touch.