An automatic bag folding apparatus is disclosed for folding vehicular air bags. The bag folding apparatus includes a base, a holding fixture, an end fold assembly, and a tuck assembly. The air bag folded by the apparatus may be coupled to a reaction plate with a center portion of the air bag overlying the reaction plate and parameters of the center portion defined by the reaction plate. The air bag further includes side folds and a first end adjacent the center portion. The holding fixture receives the reaction plate, thereby securing the center portion of the air bag. The end fold assembly is carried by the base, and has an end fold blade movable between a support position spaced from the holding fixture for supporting the first end of the air bag, and a fold position adjacent the holding fixture for folding the first end to form an end fold. The tuck assembly is carried by the base for forming an end tuck in the end fold.