A vehicle seat air bag assembly (17) having an air bag module (18) includes an air bag guide (42) of a synthetic plastic having an inner end (44) secured to a seat frame (24) and also having a tubular portion (46) that extends from the inner end adjacent the air bag module (18) toward a deployment seam (34) of a seat trim cover (32). The air bag guide tubular portion (46) guides an air bag of the air bag module (18) during inflation and movement to the trim cover deployment seam (34).