As vehicle body structures become stronger and part designs more complex for lightweight, controlling frictional properties in automotive press forming has gained critical importance. Friction, a key factor in formability, is influenced by variables such as contact pressure, sliding velocity, sheet strength, and coatings. This study investigates the friction characteristics of steels with tensile strengths of 340 MPa and 980 MPa, under galvanized (GI) and galvannealed (GA) zinc coatings. Experimental results reveal that asperity flattening, a significant factor in determining friction, increases with contact pressure normalized by tensile strength, particularly for GI-coated steels. However, the relationship between friction and surface flattening deviates from conventional expectations, with the friction coefficient initially rising with increased flattening area up to ~20% before decreasing as flattening progresses. These findings suggest that traditional empirical formulas may not fully capture friction behavior under specific conditions. By understanding this inflection point, where friction reduces under high contact pressure, the study provides valuable insights for optimizing formability and improving sheet metal forming processes, especially in scenarios where precise friction control is critical for producing high-quality automotive parts.