LOS ANGELES -- Seeking to stay relevant in the embattled auto show circuit and in sync with the industry zeitgeist, organizers of the Los Angeles Auto Show plan to integrate it with the affiliated Connected Car Expo and rebrand the annual event as AutoMobility LA.
The resulting four-day trade show -- followed by a more conventional public show -- will look beyond the traditional sheet metal introductions by automakers and incorporate disparate elements of the mobility movement, including car designers, tech startups, government officials, dealers and venture-capital investors.
Organizers hope the mash-up will lead to more partnerships like the Lyft/General Motors pact, which originated with a meeting at last year's show.
"AutoMobility LA is the natural evolution of what we've already been doing -- it is a platform where the industry can learn and connect, while also remaining a proven stage for global auto reveals and game-changing announcements," said Lisa Kaz, CEO of the L.A. Auto Show.
The move comes at a time when auto shows around the world are struggling to retain their grip on high-profile product introductions and global media attention. Automakers are increasingly turning to cheaper off-site venues and technology showcases such as CES to debut new products, where they can more tightly control the message without having to compete for attention. Detroit's auto show has added a mobility expo for 2017, with more space devoted to startups and advanced technologies.