I know ...money. Not sure about brand new cars. But for decades you buy a brand new car, be it a valaint or a New Yorker you had to pay exxtra for floor mats. What kind of marketing is that? Every person I know that bought a new car in the 60's 70's 80's were pissed enough to mention how they had to pay for floor mats. Did mid 70's Imperials, Cadilacs, Lincolns come standard with mats?