This invention relates an improved wheel rim roll forming apparatus for producing a vehicle wheel rim. The wheel rim roll forming apparatus includes an inner member adapted to support a flared wheel rim preform thereon, an outer member supported relative to the inner member, and a pair of adjustable members operatively supported by inner member. The inner member includes an outer surface having a predetermined profile and defining a centerline of the apparatus. The outer member includes an inner surface having a predetermined profile adapted to engage the flared wheel rim preform to produce a partially formed wheel rim having a desired profile. The pair of adjustable members are disposed adjacent an associated end of the flared wheel rim preform. At least one of the adjustable members is adjustable, by one of a rotational or axial movement thereof, in an axial direction with respect to the centerline of the apparatus.