Cox Automotive has announced a major move to strengthen its position in the automotive tech market. The company is set to acquire Fullpath, a leading AI-driven Customer Data Platform and marketing automation provider. This strategic deal is expected to reshape how dealerships use artificial intelligence, data, and automation to enhance customer experiences and improve business operations.
How the Fullpath Acquisition Enhances Cox Automotive’s AI Portfolio
With this acquisition, Cox Automotive will add significant AI and marketing automation capabilities to its robust portfolio. Fullpath’s platform helps unify dealer data, resolves shopper identities, and delivers personalized marketing campaigns at scale. As Steve Rowley, President of Cox Automotive, explains, the investment will make their connected retail platform smarter and faster. Notably, the integration demonstrates Cox’s commitment to remaining the go-to partner for dealerships in an increasingly digital and competitive landscape.
Integrating Fullpath’s Customer Data Platform with Dealer Tools
Once the deal closes, Fullpath’s Customer Data Platform will connect with insights from established Cox Automotive brands like Autotrader, Kelley Blue Book, and Dealer.com. This integration will enable dealers to:
- Access actionable customer profiles built from years of data
- Automate marketing across multiple channels
- Attribute individual sales from ad click to purchase
With over 40,000 dealer relationships, Cox Automotive can scale Fullpath’s advanced technology industry-wide, resulting in more efficient and tailored marketing opportunities for automotive retailers.
What Dealers and Clients Can Expect from the New Unified Platform
Existing Fullpath clients will see continued support and product consistency after the acquisition. According to Fullpath CEO Aharon Horwitz, joining Cox Automotive’s expansive network will bring more intelligence, speed, and value to their platform. In the near term, both companies are focused on growth, stability, and preserving innovation. Dealers can look forward to an enhanced suite of tools that deliver data-driven, consumer-focused retailing without disruption to current service levels.
In summary, the Cox Automotive acquisition of Fullpath marks a pivotal step toward advanced, AI-powered retail solutions for dealers. By integrating Fullpath’s innovative platform with Cox’s trusted brands and deep industry ties, dealers will be better equipped to compete in a tech-first market. As the industry evolves, this unified platform aims to drive success through smarter data use, rapid automation, and improved customer engagements.
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