The present invention relates to a launch control unit for selectively engaging a revised shift control strategy. The revised shift control strategy is operable to control an internal combustion engine and/or an automatic transmission of a motor vehicle. The launch control unit can be configured to receive a brake signal from a foot brake and a torque demand from a throttle pedal. In use, the launch control unit is operable to engage said revised shift control strategy upon receipt of a torque demand greater than or equal to an upper torque threshold within a predefined time period of receipt of a brake signal less than or equal to a lower brake threshold.