The hot rolling process with tapered ingot is simulated by finite element analysis. An in-house material model has been developed and implemented into ABAQUS finite element analysis software through a user material subroutine (UMAT). The rolling load, torque, deformed shapes are found to be in a good agreement with measurements. It has been demonstrated that this FE model is able to accurately describe the coupled thermal-mechanical behaviour for flat rolling processes at elevated temperatures under various strain rates. This model also provides a useful tool for the further product and process optimization.