A vehicle seat component includes a side air bag module mounted on a frame within a trim cover that also covers a seat pad. An air bag guide includes flexible inner and outer panels that extend between a release seam of the trim cover and the air bag module to provide a guiding function to an air bag thereof as it is inflated upon deployment so as to project outwardly through the release seam for use. Inner extremities of the flexible inner and outer panels are respectively secured by a first connector to the seat frame and by a second connector to the trim cover in a spaced relationship from each other, and a connection secures the trim cover to the seat component.