There is disclosed a floor mat retention system for automotive vehicles which provides for positive attachment of the floor mat to the vehicle body without penetrating the automotive carpet. A first retainer portion is fixedly mounted to the automotive vehicle by a method other than penetrating the automotive carpeting and a second retainer portion is removably attached to said first retainer portion. A floor mat construction is then removably attached to at least said second retainer portion. The first and second retainer portions may have bristles on one or both sides thereof to aid in preventing slippage, and the floor mat construction may have carpet nap on both sides thereof so that it may be made reversible, if desired.
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