How to de-skunk a dog:
http://www.kountrylife.com/content/how157.htm
This really does work on dogs and is safe for Berber carpet and velveteen upholstery. Ask me how I know.
As for your mat - what you are smelling is the manufacturing residue. Get some good degreaser like 409, Fantastic or Greased Lightening. I used 409. Put your mat in the bathtub and spray the whole thing, front and back, with the degreaser and let it soak for about 2 minutes. Use a soft cloth to lightly scrub the mat and the hottest water you can stand to rinse it off. Rinse for a few minutes to get all the residue off, dry with a clean soft cloth. The smell should be gone.