A declaration control apparatus and method for a vehicle, which performs deceleration control such that a deceleration acting on the vehicle becomes equal to a target deceleration by an operation of a brake system which applies a braking force to the vehicle and a shift operation which shifts a transmission of the vehicle into a relatively low speed or speed ratio, increases the target deceleration over time at a predetermined gradient to a predetermined value when a determination that there is a need to shift the transmission into a relatively low speed or speed ratio has been made, and after the target deceleration reaches the predetermined value, maintains the target deceleration at a generally constant value. As a result, a deceleration transitional characteristic of the vehicle is able to be improved.