Cox Automotive announced on April 23, 2026, that it has signed a definitive agreement to acquire Fullpath, an AI-powered Customer Data Platform (CDP) and marketing automation company serving the automotive retail industry. The deal is expected to close within 30 days, pending regulatory approval.
Fullpath’s technology unifies years of dealership CRM and DMS data into single shopper profiles, enabling personalized, AI-driven marketing campaigns and individual-level attribution from ad click to vehicle purchase. The acquisition is designed to complement Cox Automotive’s existing portfolio, which includes VinSolutions, Dealer.com, Autotrader, and Kelley Blue Book.
Cox Automotive President Steve Rowley called it “the most significant capability investment we’ve made in years,” noting that the deal accelerates a broader industry shift from manual, campaign-based marketing to always-on, data-driven retail strategies.
With over 40,000 dealer relationships, this acquisition positions the company to deploy Fullpath’s platform at an exceptional scale. Existing Fullpath clients will retain their current teams, products, and service levels following the close.
