Agreement to acquire Fullpath adds Customer Data Platform, marketing automation, and AI capabilities to the Cox Automotive portfolio \u2013 giving dealers a unified platform to compete in an AI-driven retail environment.<\/p>\n
ATLANTA \u2013 April 23, 2026 \u2013 Cox Automotive today announced it has signed a definitive agreement to acquire 100% of Fullpath, a leading AI-powered Customer Data Platform (CDP) and marketing automation company serving the automotive retail industry, subject to regulatory approval. The transaction is expected to close within 30 days. Upon close, the combination will bring together the industry\u2019s most trusted dealer technology partner and one of automotive\u2019s most advanced AI and data platforms \u2013 enabling dealers to unify their data, automate their marketing, and deliver personalized customer experiences at scale.<\/p>\n
Fullpath\u2019s 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 with lead handling, and individual-level attribution from ad click to purchase. These capabilities directly complement Cox Automotive\u2019s existing portfolio, which includes VinSolutions, Dealer.com, Autotrader, and Kelley Blue Book.<\/p>\n
\u201cDealers today are navigating the most competitive and technology-intensive environment in the history of this industry,\u201d said Steve Rowley, President, Cox Automotive. \u201cThis agreement supercharges our data and AI advantages and brings our dealers the most advanced technology inside of our industry-leading connected retail platform. Fullpath gives dealers the AI and data infrastructure they need to compete, and it makes everything we already offer them smarter, faster, and more effective. This is the most significant capability investment we\u2019ve made in years, and it reflects our long-term commitment to being the partner dealers can count on, now and in the future.\u201d<\/p>\n
The acquisition accelerates the industry\u2019s shift from manual, campaign-based marketing toward always-on, data-driven retailing. This combination creates an opportunity to connect Fullpath\u2019s customer data platform with Cox Automotive\u2019s insights from Autotrader, Kelley Blue Book, and\u00a0Dealer.com, reaching tens of millions of active car shoppers. With 40,000+ existing dealer relationships, Cox Automotive is positioned to bring Fullpath\u2019s technology to scale in a way no standalone platform could achieve independently.<\/p>\n
\u201cThere is no better opportunity to turbocharge Fullpath\u2019s AI-driven platform than joining the world\u2019s most expansive automotive tech company with access to the most strategic and iconic data platforms in the industry,\u201d said Aharon Horwitz, CEO & Co-Founder, Fullpath. \u201cAs data is the fuel of a CDP, joining Cox Automotive means our AI-driven platform will deliver more intelligence, more speed, and more value to dealers than ever before.\u201d<\/p>\n
For existing Fullpath clients, the same team, products, and service levels will remain in place following the close. The near-term focus is growth and stability \u2014 expanding Fullpath\u2019s reach and resources while preserving the innovation-first culture that has driven its success.\u00a0 Upon the close of the transaction, additional integration details will be shared.<\/p>\n
About Fullpath About Cox Automotive Media Contacts:
Fullpath<\/a> is an industry-leading provider of customer data platforms and agentic CRM technology tailored to meet the needs of automotive dealers. The company\u2019s mission is to enable personalized, data-driven consumer experiences that drive dealer performance.<\/p>\n
Cox Automotive is the world\u2019s largest automotive services and technology provider. Fueled by the largest breadth of first-party data fed by 2.3 billion online interactions a year, Cox Automotive tailors leading solutions for car shoppers, auto manufacturers, dealers, lenders and fleets. The company has 29,000+ employees on five continents and a portfolio of industry-leading brands that include Autotrader\u00ae, Kelley Blue\u00a0Book\u00ae, Manheim\u00ae, vAuto\u00ae,\u00a0Dealertrack\u00ae,\u00a0NextGear Capital\u2122,\u00a0CentralDispatch\u00ae and Cox Fleet\u00ae. Cox Automotive is a subsidiary of Cox Enterprises Inc., a privately owned, Atlanta-based company with $23 billion in annual revenue. Cox Automotive has been included on Glassdoor\u2019s\u00a0Best Companies in Tech & AI 2026<\/a>\u00a0and\u00a0Best Place to Work in 2026<\/a>\u00a0lists. Visit\u00a0coxautoinc.com<\/a>\u00a0or connect via\u00a0@CoxAutomotive<\/a>\u00a0on X,\u00a0CoxAutoInc<\/a>\u00a0on Facebook or\u00a0Cox-Automotive-Inc<\/a>\u00a0on LinkedIn.<\/p>\n
Mark Schirmer
734-883-6346
mark.schirmer@coxautoinc.com<\/a><\/p>\n