A roll forming process for an automotive part of high strength steel is developed. The preliminary flower is generated semi-automatically by an AutoLISP program. The roll forming process is approximated as a multi-step bending process and the preliminary flower is analyzed by the plane strain finite element method. Then, the first flower is selected and modified through the finite element analysis. With the final flower, forming rolls are designed and constructed. Experiments are carried out on a prototype roll forming machine.