An improved vehicle wheel cover retention system and method for producing the same wherein the wheel includes a disc defining an outboard facing wheel surface and including an outboard tire bead seat retaining flange. The flange includes an outer surface having a circumferential, radially inwardly facing groove formed therein. The groove is defined by a generally axially extending first surface and a second surface angled relative to the first surface. The wheel further includes a wheel cover covering at least a portion of the outboard facing wheel surface. The cover includes an outer annular lip which extends into the groove and is positioned adjacent the first surface. The groove and the lip have a configuration which enables the lip to spring outwardly into the groove when the cover is pressed on the disc. The method for producing the vehicle wheel includes the the steps of: (a) providing a disc defining an outboard facing wheel surface and including an outboard tire bead seat retaining flange, the outboard bead seat retaining flange including an outer surface having a circumferential, radially inwardly facing groove formed therein, the groove defining an inner diameter; (b) providing a wheel cover including an outer annular lip which defines an outer diameter which generally corresponds to the inner diameter of the groove; and (c) moving the disc and the cover toward one another whereby the wheel cover initials deflects inwardly and then expands outwardly into the groove to secure the wheel cover to the disc.