To properly operate an engine brake in relation to the driving force characteristic in response to the attribute of a region where a vehicle travels at present, and the returning speed of an accelerator in a vehicle driving force control device.

A vehicular driving force control device detects the present position of its own vehicle by means of a present position detecting device 2 and judges whether its own vehicle travels in a city area or not, by means of a city area-region judging means 4. Further, the vehicular driving force control device judges whether the accelerator is rapidly returned or not by an accelerator operation judging means 5. When it is judged that the vehicle travels in a city area, and the accelerator is rapidly returned, the driving force control device is operated to change the gear of an automatic transmission to the low speed side, or delay the gear change of high speed gear to operate the engine brake more strongly than usual.