Electronic shift control apparatus

An electronic shift control apparatus comprising:

• a shift dial rotatable with respect to a main housing for selecting one of shifting ranges of a vehicle when being rotated;
• a rotator coupled to the shift dial to rotate with the shift dial;
• a groove plate coupled to the rotator to rotate with the rotator;
• a Printed Circuit Board (PCB) fixed to the main housing and outputting a shifting range signal selected by the shift dial to a Transmission Control Unit (TCU) electrically connected to the PCB;
• and
• a haptic motor assembly fixed to the main housing, connected to the groove plate, controlled to operate by the PCB, and generating a haptic signal when operating,
• wherein the haptic motor assembly includes:
• a motor housing fixed to the main housing;
• a haptic motor inserted and fixed in the motor housing, electrically connected to the PCB, and controlled to be operated by the PCB;
• and
• a roller rotatably coupled to the motor housing and being in contact with the groove plate,
• wherein the motor housing includes an elastic protrusion integrally protruding in one direction from the motor housing,
• wherein the motor housing is in contact with the main housing through the elastic protrusion,
• wherein the elastic protrusion protrudes in an opposite direction of the roller, and
• wherein when the elastic protrusion comes in contact with the main housing, a force that moves the motor housing toward the groove plate is applied to the motor housing by elasticity of the elastic protrusion, whereby a contact force between the roller and the groove plate is maintained.