There is provided a generation control apparatus for a hybrid vehicle having a second generation mode which controls a generation unit so as to suppress the reduction of a state of charge of a battery, wherein the generation control apparatus activates the generation unit with a high load state in which an electric power that is consumed in the hybrid vehicle over a predetermined period of time becomes larger than a maximum output electric power of the generation unit, while controlling the generation unit to operate in the second generation mode unless the battery reaches the target state of charge and thereafter continues to drive the generation unit until the state of charge of the battery reaches a target state of charge of the battery, when the electric power over the predetermined period of time becomes smaller than the maximum output electric power.