Apparatus and method for lane following assist

The apparatus for lane following assist includes a reference position setting unit configured to set a reference position which is determined to be deviated to one side within a predetermined range from a center of a lane based on a driving tendency of a driver as a new reference position for the lane keeping assist, a deviation determining unit configured to determine whether the vehicle deviates from the reference position, and an offset following control unit configured to assist steering of the vehicle such that the vehicle follows the lane along the reference position.