Cox Automotive today announced the completion of its acquisition of Fullpath, a leading AI-powered Customer Data Platform (CDP) and marketing automation company serving the automotive retail industry. With the acquisition now complete, Cox Automotive is immediately activating a scaled integration that combines Fullpath’s CDP with consumer vehicle views from Autotrader and Kelley Blue Book, unifying owned marketplace data, dealer systems, and identity resolution.

Since June 1, this first wave of data integrations gives dealers a differentiated capability by unifying their own CRM history, DMS records, service visits, and past purchases alongside real-time shopping signals from active buyers. This allows dealership networks to gain deeper insights into shopping trends, identify in-market buyers, and activate highly targeted, automated marketing campaigns.

“Dealers today are navigating the most competitive and technology-intensive environment in the history of this industry,” said Steve Rowley, President, Cox Automotive. “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.”

The acquisition accelerates the industry’s shift toward always-on, data-driven retailing. For existing Fullpath clients, the same team, products, and service levels remain in place, with data integrations planned to materially expand throughout the back half of 2026 to include deeper shopper, inventory, service, trade-in valuation, and equity data.

“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,” said Aharon Horwitz, CEO & Co-Founder, Fullpath.