Cox Automotive has announced a definitive agreement to acquire Fullpath, a leading AI-powered Customer Data Platform (CDP) and marketing automation company serving the automotive retail industry. This strategic move brings together the industry's most trusted dealer technology partner with one of automotive's most advanced AI and data platforms, enabling dealers to unify their data, automate marketing, and deliver personalized customer experiences at scale.
Key Highlights of the Acquisition
- Fullpath's platform resolves shopper identity across years of CRM and DMS history into a single, actionable profile, delivering AI-driven campaigns with unmatched personalization, scale, and efficiency.
- The platform includes lead handling and individual-level attribution from ad click to purchase, directly complementing Cox Automotive's existing portfolio (VinSolutions, Dealer.com, Autotrader, Kelley Blue Book).
- Steve Rowley, President of Cox Automotive, stated: "This agreement supercharges our data and AI advantages and brings our dealers the most advanced technology inside of our industry-leading connected retail platform."
Impact on the Industry
The acquisition accelerates the shift from manual, campaign-based marketing toward always-on, data-driven retailing. By connecting Fullpath's CDP with Cox Automotive's insights from Autotrader, Kelley Blue Book, and Dealer.com, the combined entity will reach tens of millions of active car shoppers across 40,000+ dealer relationships.
What This Means for Dealers
- Unified data: Fullpath's AI resolves shopper identity across CRM and DMS history.
- Automated marketing: AI-driven campaigns with personalized experiences.
- Scalable technology: Cox Automotive brings Fullpath's technology to scale.
Aharon Horwitz, CEO & Co-Founder of Fullpath, added: "There is no better opportunity to turbocharge Fullpath's AI-driven platform than joining the world's most expansive automotive tech company."
For existing Fullpath clients, the same team, products, and service levels will remain in place post-close. The near-term focus is growth and stability, expanding Fullpath's reach while preserving its innovation-first culture.
About Fullpath: Fullpath is an industry-leading provider of customer data platforms and agentic CRM technology tailored for automotive dealers.
About Cox Automotive: Cox Automotive is the world's largest automotive services and technology provider, with 29,000+ employees and a portfolio including Autotrader, Kelley Blue Book, Manheim, and more.
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