Cox Automotive to Acquire Fullpath for AI and Data Integration Across Dealer Network

Cox Automotive has signed a definitive agreement to acquire 100 percent of Fullpath, an AI powered customer data platform and marketing automation company serving the automotive retail sector, announced in a press release. The transaction is subject to regulatory approval and is expected to close within 30 days.

The acquisition will combine Cox Automotive’s dealer technology portfolio, which includes VinSolutions, Dealer.com, Autotrader, and Kelley Blue Book, with Fullpath’s data and AI capabilities. Fullpath’s system consolidates customer and vehicle data from CRM and DMS platforms into a single profile, supporting automated marketing campaigns and detailed attribution from advertisement click to vehicle purchase.

Cox Automotive stated that integrating Fullpath’s technology will help dealers unify data, automate marketing, and deliver more personalized customer experiences. Fullpath’s current team and services will remain in place following the close, with an initial focus on growth and stability while expanding its reach through Cox Automotive’s network of over 40,000 dealers.

Further integration details will be shared after the completion of the transaction.