This invention relates to a vehicle wheel cover retention system for securing a wheel cover to a vehicle wheel. According to one embodiment, the vehicle wheel cover retention system is for a non-full face fabricated vehicle wheel and comprises: a full outer wheel rim formed from a suitable material and including a first rim flange, a first tire bead seat, a well, a second tire bead seat, and a second rim flange, the full outer wheel rim defining a first surface extending between the first an second rim flanges; an inner wheel disc defining a wheel axis and formed from a suitable material and joined to the full outer wheel rim, the inner wheel disc including a centrally located wheel mounting surface and an outer annular portion, the inner wheel disc having a first surface and a second surface; and a wheel cover formed from a suitable material and secured to at least one of the first surface of the inner wheel disc, the second surface of the inner wheel disc, and the first surface of said full outer wheel rim.