LA Auto Show Reinvents Itself as the Next CES—for Car-Tech by Sue Callaway @FortuneMagazine May 16, 2016, 11:03 AM EDT E-mail Tweet Facebook Linkedin Share icons From automakers’ burgeoning Silicon Valley tech centers to their increasing presence at the Consumer Electronics Show (CES) in Las Vegas each January, the confluence of automotive and tech is here to stay—and still on the rise. In recognition of that trend, the owners of the Los Angeles Auto Show and its related Connected Car Expo (CCE), ANSA Productions, announced today that they are combining both events into one new trade show called AutoMobility LA, which will be held Nov. 14 to 17. AutoMobility LA will be the first time an auto show has fully integrated press and trade days into a cohesive event encompassing the whole new-mobility ecosystem—OEMs, firmware and software solutions, engineers, designers, investors, entrepreneurs, and consumers. The expanded show will feature a new 50,000-square-foot Technology Pavilion, which will house, the organizers claim, twice as many exhibitors as the 2014 CCE show. Says Andy Gryc, AutoMobility LA conference director (and former director of CCE), “Not only are car makers undergoing change—auto shows need to as well. AutoMobility LA is a bold new step to embrace the future of mobility and is a trendsetter for the melting pot between two industries.” Get Data Sheet, Fortune’s technology newsletter. To underline the sea change the LA’s show rebranding represents—and highlight his company’s commitment to tech and new transportation solutions—Ford Motor Company CEO Mark Fields will deliver the opening keynote on the morning of the 15th. More news to follow—with some key announcements in the coming months exclusively at Fortune.com. Clarification (May 16, 2016 1:13 p.m. ET): The LA Auto Show will retain its name for consumer days to avoid confusion, but AutoMobility LA is the new trade show name, combining the press days of the LA Auto Show and Connected Car Expo.