Flexible Roll Forming (FRF) allows the forming of components with a variable cross-section along the length of the component. However, the process has only limited application in the automotive industry due to wrinkling in the ange which currently prevents the forming of high strength steels and limits the part shape complexity. This paper presents a new forming technology, Incremental Shape Rolling (ISR), where a pre-cut blank is clamped between two dies and then a single forming roll is used to incrementally form the material to the desired shape. The new process is similar to some Incremental Sheet Forming (ISF) approaches but with the difference that Incremental Shape Rolling (ISR) allows the manufacture of longitudinal components from high strength metal sheets. In this work, a numerical model of the ISR of a straight section is developed. Experimental prototyping trials are performed and are used to validate the numerical model which is then applied to analyse the new forming process. The results show that in ISR, tensile residual strains are developed in the ange. Flange wrinkling is observed and directly linked to the number of forming passes that are used in the process.