A vehicle seat component (18) includes a side air bag module (18) mounted on a frame (24) within a trim cover (34) that also covers a seat pad (30). An air bag guide (44) includes flexible inner and outer panels (46,48) that extend between a release seam (36) of the trim cover (34) and the air bag module (18) to provide a guiding function to an air bag (42) thereof as it is inflated upon deployment so as to project outwardly through the release seam (36) for use. Inner extremities (52, 56) of the flexible inner and outer panels (46, 48) of the air bag guide (44) are respectively secured by a first connector (64) that mounts the air bag module (18) and a second connector (82) to the frame, and the trim cover (34) is secured to the frame by a third connector (84).