In at least certain embodiments, the vehicle seat assembly comprises a frame, a seat pad, a trim cover extending over at least part of the seat pad with the cover having a release seam, and an air bag assembly including an inflator and an air bag. In accordance with an embodiment, the air bag assembly includes an air bag guide associating the air bag assembly with the release seam, the air bag guide comprising a panel having an intermediate portion that wraps around the air bag assembly, a first end secured to the trim cover on a first side of the release seam and a second end secured to the trim cover on the first side of the release seam spaced a predetermined distance from the first end, the first end having a first width, the second end having a second width and the intermediate portion having a third width, with the sum of the first and second widths being equal to or greater than the third width.