In at least certain embodiments, the vehicle seat assembly comprises a frame, a seat pad, a trim cover including a first and second end adjacent each other to form a release seam, and an air bag assembly mounted on the frame. In accordance with this embodiment, the air bag assembly includes an inflator and air bag that is inflatable to project outwardly from the seat through the air bag release seam. Further in accordance with this embodiment, the vehicle seat assembly further includes an air bag guide including an inner panel and an outer panel, a first member extending between and connecting the first end of the trim cover and the inner panel, a second member connecting the second end of the trim cover and the outer panel, and a connector engaged with and connecting the first member with the second member.