An apparatus for advancing the feed frame of an automatic embroidery machine of the type incorporating two stepping motors which are drivingly connected with the feed or embroidery frame, each stepping motor bringing about a feed or advance of the feed frame in one direction. A control mechanism generates control pulses for each stepping motor as a function of the momentarily required feed displacement of the feed frame in each direction. The control mechanism embodies two switching circuits each of which is operatively associated with one of the stepping motors, and such switching circuits generate output pulses, the number of which is proportional to the number of pulses delivered to each switching circuit by a program storage and by means of which there is determined the magnitude of the momentarily required feed displacement in the corresponding direction.