During regenerative coordinate braking control, a target brake force is defined by eliminating influences of brake system component tolerances to achieve a comfortable brake feel and secure regenerative energy. A brake control system includes a master cylinder, wheel cylinders, a VDC brake fluid pressure unit and a motor controller. In response to a brake pedal operation by a driver, a brake pedal stroke position is detected at which a pressure in a master cylinder actually begins to be generated. A target deceleration characteristic is adjusted from a theoretical characteristic so that the target deceleration equals a maximum value of an add-on brake force (i.e., the regenerative brake gap) at the detected brake pedal stroke position.