A control apparatus of a vehicle includes a selection unit configured to select one of a plurality of travel states which have different automation rates from each other, a storage unit configured to store an upper limit travel speed of each of the plurality of travel states, and a changing unit configured to change, based on at least one of an operation by a driver and/or information of the driver, an upper limit travel speed of a travel state which is currently selected by the selection unit. The changing unit changes, in accordance with the change in the upper limit travel speed of the travel state which is currently selected, an upper limit travel speed of a travel state which is not currently selected among the plurality of travel states.