A vehicle seat component (18) includes a side air bag module (18) mounted on a frame (24) within a trim cover (30) that also covers a seat pad (26). An air bag guide (44) includes flexible inner and outer panels (46,48) that extend between a release seam (32) of the trim cover (30) and the air bag module (18) to provide a guiding function to an air bag (36) upon inflation so as to project outwardly through the release seam (32) for use. An inner extremity (52) of the flexible inner panel (46) of the air bag guide (44) has a grommet (58) that is secured to a frame (24) by a threaded stud (38) and a nut (40) that also mount the air bag module on the frame, and the inner extremity (56) of the flexible outer panel (48) is secured in any suitable manner to the seat component.