A vehicular display apparatus is provided. The apparatus acquires image data of a display target object. The apparatus arranges the display target object in a virtual space based on the image data, arranges a virtual light source and a virtual viewpoint in the virtual space, and generates, as the display image, an image of the display target object viewed from the virtual viewpoint, and displays the display image with a display unit. The display target object includes an instrument with a needle and a shiny dial. The apparatus generates the display image through setting an area on the display target object as a reflection area and setting reflectance of a reflection suppression area smaller than reflectance set for the dial, where the reflection suppression area is a partial area of the dial and is set to cover places overlapping with the needle.