Abstract: A method and apparatus are provided for applying a coast-down braking torque to a vehicle coasting. The system provides a controlled regenerative braking torque automatically applied when the vehicle is coasting to simulate the feeling of a vehicle having an internal combustion engine. When the driver lets off the throttle when a vehicle is either on a flat grade or driving down a hill, the amount of regenerative braking is automatically controlled. When utilized with an electric or hybrid electric vehicle, the coast-down braking torque is converted to stored electric energy which improves the efficiency of the vehicle.