Please refer to the short video below. It's up to you if you install with the tapered end at the top, or bottom. Some models (i.e. Model 3 Highland) have a trim piece at the top of the door which covers the end of the seal, but others (i.e. our Juniper) do not, so we prefer to have the tapered end at the top.

The part in this guide

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Door Noise Reduction Seal Looking down on the Door Noise Reduction Seal
Door Noise Reduction Seals
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