Apparatus, and an associated method, for automatically reporting on the occurrence of a vehicular emergency. A vehicular-positioned transceiver searches for the presence of a paired transceiver positioned in proximity to the vehicular-positioned transceiver. The paired transceiver, forming part of a mobile station operable in a cellular communication system, is identified and used upon the occurrence of the vehicular emergency automatically to generate a report message that is routed to a public safety access point.