A driving force control system of a vehicle installed with an automatic transmission that transmits torque generated by an engine to drive wheels while changing the speed is provided for controlling driving force based on the vehicle speed and the accelerator operation amount. In the driving force control, an acceleration characteristic that defines the relationship between re-acceleration-time acceleration as a control index used when the vehicle travels while being re-accelerated after deceleration traveling, and the vehicle speed, is stored, and the re-acceleration-time acceleration corresponding to the current vehicle speed is obtained, based on traveling data of the vehicle obtained before the deceleration traveling, and the acceleration characteristic. Then, the speed ratio of the automatic transmission which can realize the obtained re-acceleration-time acceleration is set, before the re-acceleration traveling is started.