Cox Automotive Acquires Fullpath for AI Retail Boost

Cox Automotive has finalized its acquisition of Fullpath, a significant move to integrate advanced AI-driven customer data platform (CDP) and marketing automation capabilities into its automotive retail ecosystem. This strategic integration aims to create a unified view of the car buyer's journey by merging Fullpath's sophisticated AI technology with Cox Automotive's extensive first-party consumer data from prominent platforms like Autotrader and Kelley Blue Book.

The immediate impact of this deal, effective June 1, allows dealerships to consolidate critical customer information. Data from Customer Relationship Management (CRM) systems, Dealer Management Systems (DMS), service records, and purchase histories can now be seamlessly combined with online shopping behaviors observed on Autotrader and Kelley Blue Book. This unified data set is designed to empower dealerships with deeper insights into customer actions, enabling more precise identification of potential buyers and enhancing the effectiveness of marketing initiatives.

This integration signifies a pivotal shift in automotive retail marketing, moving away from sporadic campaigns towards a continuous, data-informed engagement model powered by artificial intelligence. Cox Automotive, with its vast network of over 40,000 dealerships and a robust field support team exceeding 1,500 professionals, is strategically positioned to accelerate the widespread adoption of Fullpath's innovative technology across the sector.

Steve Rowley, President of Cox Automotive, highlighted the acquisition as a landmark achievement in the company's pursuit of a holistic customer understanding and the delivery of automated, AI-enhanced solutions for dealerships. He emphasized that the immediate integration, achieved within 30 days of the deal's closure, offers a competitive advantage, providing a comprehensive view of customer behavior from initial online research to dealership interactions, which Fullpath then autonomously operationalizes.

Fullpath will continue to operate under its existing structure, retaining its team, products, and service offerings. The company anticipates a significant acceleration in innovation, fueled by access to Cox Automotive's rich data reserves. Future enhancements planned for the second half of 2026 and beyond include the integration of additional data streams, such as shopper intent, inventory availability, service history, trade-in valuations, and vehicle equity information, further enriching the CDP's capabilities.

Aharon Horwitz, CEO & Co-Founder of Fullpath, underscored the value of this data synergy, stating, "Data is the fuel of a CDP and we now have upgraded to the best fuel in the industry." He believes that dealerships capable of accurately predicting buyer intent and individual needs will gain a significant competitive edge. The enhanced platform will enable more informed, personalized customer engagement strategies, driving better outcomes for dealers.

The automotive retail technology sector is experiencing rapid evolution, with data analytics and AI becoming central to competitive differentiation. This acquisition places Cox Automotive at the forefront of this transformation, offering dealerships a powerful tool to navigate an increasingly complex market and optimize customer relationships through intelligent automation.