A vehicle regenerative speed control device is provided that includes a controller which performs a regenerative speed control for downshifting a belt-type continuously variable transmission to the low gear ratio side and increasing a rotational speed of a transmission input shaft to which a motor generator is connected when there is a request for an increase in the regeneration amount while decelerating. The controller also imposes the limitation of staying within a Pri end command rotational speed change rate for the Pri end command rotational speed when performing a regenerative speed control for increasing the Pri end command rotational speed based on a braking operation in a brake switching region for switching from regenerative braking to hydraulic braking due to a decrease in vehicle speed.