Automotive manufacturers have been reducing the weight of their vehicles to meet increasingly stringent environmental legislation that reflects public demand. A strategy is to use higher strength materials for parts with reduced cross-sections. However, such materials are less formable than traditional grades. The frequent result is increased processing and piece costs. 3D roll forming is a novel and flexible process: it is estimated that a quarter of the structure of a vehicle can be made with a single set of tooling. Unlike stamping, this process requires material with low work hardening rates. In this paper, we present results of ultra high strength steels that have low elongation in a tension but display high formability in bending through the suppression of the necking response.