Disclosed is a retention system for an automotive door impact protection beam. The system comprises a bracket coupled to a door panel of a vehicle, the bracket comprising an aperture, and an impact protection beam coupled to the bracket and positioned adjacent to the door panel of the vehicle. The system further comprises a longitudinal primary face that includes a longitudinally extending mast comprising a stiffening bead and a hook end, wherein the mast extends through the aperture of the bracket, a first coupling shoulder coupled to the door panel, a shelf projecting laterally from a top edge of the primary face, a longitudinal secondary face projecting from an edge of the shelf; and a second coupling shoulder coupled to the door panel. The shelf includes an opening that is longer and wider than the mast.