An apparatus for automatic feeding of elongated sheet stock from a stamping station into a roll forming station in a window component production line includes a transfer mechanism, a feed mechanism and a controller. The transfer mechanism is between the stamping station and the roll forming station. The feed mechanism is positioned at an entrance to the roll forming station. The controller is in communication with the stamping station, the transfer mechanism and the feed mechanism. The controller is programmed to engage stock material that extends from the stamping station with the transfer mechanism, transfer the stock material paid out by the stamping station to the feed mechanism, and drive the feed mechanism to feed the elongated sheet stock into the roll forming station.