The conditions of operation of reversible cold rolling mills from the point of view of the characteristics of the power load on electric motors are considered in the paper. The necessity of ensuring the reliability and stability of the modes of electrical, control and automation equipment is provided to achieve the high quality and absence of folder defects in thin cold rolled strips. The necessity of rolling with special emulsions has been substantiated. The research of operation of the electric motor of a reverse cold rolling mill and two coilers while rolling by plant modes using "Universal-TS" and "ColdRoller" emulsions was performed. Favorable softening of the rolling conditions from the point of view of the detected amperages in the electric motors of the rolling mill has been established.