To provide a wire rod feeding device with which a guide pipe can smoothly be rotated in the vertical direction with a simple constitution and this guide pipe can easily be fitted/removed.

This wire rod feeding device 1 is provided with a pair of rotary bodies 15, 16 rotatable, a feeding-out driving means 17 for feeding out an electric wire inserted into a gap between the rotary bodies 15, 16 by rotating the rotary bodies 15, 16 toward mutually reverse direction, a cylindrical guide pipe 18 for regulating the feeding-out direction of the electric wire by inserting the electric wire fed out between the rotary bodies 15, 16, a fitting member 22 fitted to the outer part of the guide pipe 18, a holding member 23 for holding the fitting member 22 by utilizing the attracting force of a magnet and a direction changing means 20 for changing the tip end direction of the guide pipe 18 to a slanting lower part from the horizontal direction against the attracting force of the magnet.