Cox Automotive announced the completion of its acquisition of Fullpath, an AI-powered customer data platform (CDP) and marketing automation company focused on the automotive retail industry. The deal brings together Fullpath’s CDP and agentic AI technology with Cox Automotive’s first-party consumer data from Autotrader and Kelley Blue Book, creating a more connected ecosystem for dealerships.
With the acquisition now finalized, Cox Automotive has already launched the first phase of data integrations. As of June 1, dealers using the platform can combine customer data from CRM systems, dealer management systems (DMS), service histories, and purchase records with consumer vehicle shopping activity from Autotrader and Kelley Blue Book. The goal is to help dealerships better understand customer behavior, identify in-market shoppers, and improve audience targeting and marketing campaigns.
According to Cox Automotive, the integration enables dealers to connect customer activity across multiple touchpoints, from online vehicle research through dealership engagement. The company said the combined platform is designed to support a transition from traditional campaign-based marketing toward always-on, data-driven retailing powered by AI.
Cox Automotive believes its scale, including relationships with more than 40,000 dealerships and a field organization of more than 1,500 professionals, positions it to accelerate adoption of Fullpath’s technology throughout the automotive retail sector.
Steve Rowley, President of Cox Automotive, said the acquisition marks a significant milestone in the company’s efforts to create a more comprehensive view of the customer journey and deliver AI-powered automation for dealers.
Fullpath will continue operating with its existing team, products, and service structure. The company said innovation efforts will accelerate through access to Cox Automotive’s extensive data assets. Planned future integrations are expected to include additional shopper, inventory, service, trade-in valuation, and vehicle equity data during the second half of 2026 and beyond.
Fullpath’s platform is designed to help dealers identify customer intent signals and automate personalized engagement strategies based on shopper behavior and dealership data.
KEY QUOTES:
“Dealers today are navigating the most competitive and technology-intensive environment in the history of this industry. With this acquisition complete and our first of many planned data integrations now live, we’ve crossed a threshold that redefines what’s possible. Cox Automotive now sees the customer the way the customer actually behaves, from early shopping activity on Autotrader and Kelley Blue Book through key dealership interactions. Fullpath takes that intelligence and puts it to work autonomously on the dealer’s behalf. This is what we’ve been building toward. What we can offer dealers now, executed within just 30 days of signing this deal, few others in the industry can match.”
Steve Rowley, President, Cox Automotive
“Data is the fuel of a CDP and we now have upgraded to the best fuel in the industry. Dealers that pinpoint which shoppers will buy and what each shopper needs as a next step in their personalized buyer journey will outperform everyone else. We are excited to help dealers leverage this new technology.”
“For existing Fullpath clients, the same team, products, and service levels remain in place. The pace and depth of innovation that has defined Fullpath will accelerate with industry-leading data assets. We plan to materially expand data integrations beyond what’s available on Day One throughout the back half of 2026 and beyond. Deeper shopper, inventory, service, trade-in valuation and equity data, all will make their way progressively to Fullpath’s CDP allowing clients to pursue more informed next-best actions across customer segments as shoppers begin to show signs of interest.”
Aharon Horwitz, CEO & Co-Founder, Fullpath
