The present invention provides a work vehicle, and method of controlling same. A required pulling power determination unit determines required pulling power corresponding to an output rotation speed on the basis of required pulling power characteristics. A command torque determination unit determines command torque for a motor so as to obtain the required pulling power. A reverse movement determination unit determines that a vehicle is moving backward when a vehicle speed in an opposite direction to an advance direction corresponding to the position of a forward/reverse operation member becomes equal to or greater than a predetermined speed threshold value. A pulling power assist unit executes pulling power assist control when it is determined that the vehicle is moving backward. The pulling power assist unit during pulling power assist control increases the required pulling power in the advance direction corresponding to the position of the forward/reverse operation member.