For regenerative generation at deceleration of a vehicle, a regenerative control apparatus for vehicles equipped with a lock-up clutch comprises a control unit for controlling rotary electric machine and the lock-up clutch. When the clutch is in a complete disengagement state or a slipping state at deceleration, the control unit controls the rotary electric machine to execute regenerative generation at a partial generation level lower than a regenerative generation level in a complete engagement state. When the clutch is in a complete engagement state at regenerative generation, the control unit controls the clutch so that the coupling state is transferred to a slipping state or a complete disengagement state when the number of revolutions having correlation to engine speed becomes lower than a predetermined threshold. Thus, recovering efficiency of the regenerative braking energy can be enhanced, while suppressing engine stall due to drastic increase of engine load torque.