Abstract: An armature coil forming machine is disclosed as including a feeding mechanism for a stock rod, a cutting mechanism and a die forming mechanism with the cutting mechanism cutting the rod in a measured length and then the die mechanism forming the rod into an armature coil; the forming operation is accomplished in three steps, i.e., an initial V-shaped form, a second step where the ends of the V-shaped form are bent parallel to each other, a final step where the apex of the V-shaped form is deformed and wherein all three steps are completed with a single stroke of the die mechanism.