A vehicle guidance apparatus configured to be mounted on a vehicle that receives power from a power supply section in a non-contact state and to guide the vehicle to the power supply section, comprising: a power receiving section that receives power from the power supply section; a power supply efficiency calculation section that calculates a power supply efficiency that indicates how efficiently the power receiving section receives the power from the power supply section; a change amount calculation section that calculates a power supply efficiency change amount that is a change amount of the power supply efficiency calculated by the power supply efficiency calculation section; and a control section that causes an indication section to make indication to a driver of the vehicle for guiding the vehicle to the power supply section based on the power supply efficiency change amount calculated by the change amount calculation section, characterized in that the vehicle guidance apparatus further comprises a storage section that stores a first reference value of the power supply efficiency change amount per unit moving distance of the vehicle for each of the power supply efficiencies, wherein: the change amount calculation section further calculates using speed information of the vehicle the power supply efficiency change amount per unit moving distance that is a distance the vehicle moves until the next power supply efficiency is calculated after the power supply efficiency is calculated by the power supply efficiency calculation section; and the control section causes the indication section to make indication for guiding the vehicle to the power supply section, based on a comparison result between the power supply efficiency change amount per unit moving distance calculated by the change amount calculation section and the first reference value corresponding to the power supply efficiency calculated by the power supply efficiency calculation section. a power receiving section that receives power from the power supply section; a power supply efficiency calculation section that calculates a power supply efficiency that indicates how efficiently the power receiving section receives the power from the power supply section; a change amount calculation section that calculates a power supply efficiency change amount that is a change amount of the power supply efficiency calculated by the power supply efficiency calculation section; and a control section that causes an indication section to make indication to a driver of the vehicle for guiding the vehicle to the power supply section based on the power supply efficiency change amount calculated by the change amount calculation section, characterized in that the vehicle guidance apparatus further comprises a storage section that stores a first reference value of the power supply efficiency change amount per unit moving distance of the vehicle for each of the power supply efficiencies, wherein: the change amount calculation section further calculates using speed information of the vehicle the power supply efficiency change amount per unit moving distance that is a distance the vehicle moves until the next power supply efficiency is calculated after the power supply efficiency is calculated by the power supply efficiency calculation section; and the control section causes the indication section to make indication for guiding the vehicle to the power supply section, based on a comparison result between the power supply efficiency change amount per unit moving distance calculated by the change amount calculation section and the first reference value corresponding to the power supply efficiency calculated by the power supply efficiency calculation section. the change amount calculation section further calculates using speed information of the vehicle the power supply efficiency change amount per unit moving distance that is a distance the vehicle moves until the next power supply efficiency is calculated after the power supply efficiency is calculated by the power supply efficiency calculation section; and the control section causes the indication section to make indication for guiding the vehicle to the power supply section, based on a comparison result between the power supply efficiency change amount per unit moving distance calculated by the change amount calculation section and the first reference value corresponding to the power supply efficiency calculated by the power supply efficiency calculation section.