The work focuses on improving the techno-economic performance of the rotary forming process for wheel rims made of C35 steel. Particular attention is given to enhancing the scientific validity of technical solutions. Within the study, analytical and finite element (FE) models were developed and applied to determine the energy-force parameters of the process and validate the adequacy of these models through experimental testing. The models proved effective in solving the tasks of designing new and upgrading existing equipment for wheel rim production. The study revealed a significant influence of technological parameters on the energy-force characteristics of the process: increasing the strip thickness from 3 mm to 7 mm (by 2.3 times) leads to an increase in profiling (rotary forming) force from 264 kN to 967 kN (by 3.7 times); doubling the roller radius from 200 mm to 400 mm results in a 2.5-fold increase in force. Additionally, the influence of roller gauge geometry and reduction degree on the stress-strain distribution and energy-force parameters was analyzed. Modeling results indicated that maximum metal deformations occur in bending zones, confirming the accuracy of the analytical model. The deformation level does not exceed 3%, allowing the strengthening effect to be neglected. The stresses recorded during the process reached no more than 285 MPa, exceeding the yield strength by 17%. The forming force gradually increases at the beginning of the process and decreases steadily as the process continues. The analytical model is recommended for optimizing technological parameters and designing new equipment. The FE-model can be applied to determine the optimal roller geometry.