Method for deformation of semi-finished material (17) in wire or rod form, by means of rolling technology, particularly for rolling of flat profiles (18) from rolled wire, in which heating of the semi-finished material (17) to a desired temperature takes place in a heating station (5), the semi-finished material (17) is deformed in at least one rolling process (7), and subsequently cooled, wherein
- after heating of the semi-finished material (17) in the heating station (5), which is brought about by means of supplying electrical or thermal energy, the semi-finished material (17) is subsequently cooled to a rolling temperature that can be pre-determined, in a cooling station (14), for setting a microstructure that can be predetermined, over a period of effect, deformed into a flat profile (18) at this rolling temperature, close to the final dimensions, and subsequently is cooled and/or post-treated in accordance with the microstructure properties that are to be set.