Cox Automotive signed a definitive agreement to acquire 100% of Fullpath, an artificial intelligence-powered customer data platform and marketing automation provider for automotive retail.

The transaction is subject to regulatory approval and is expected to close within 30 days.

Fullpath’s platform unifies customer data across customer relationship management and dealer management systems into a single profile, supporting automated marketing campaigns, lead handling, and attribution, from ad engagement to vehicle purchase. Cox Automotive said the capabilities complement its portfolio, including VinSolutions, Dealer.com, Autotrader, and Kelley Blue Book.

“Dealers today are navigating a highly competitive and technology-driven environment,” said Cox President Steve Rowley. “This agreement expands our data and AI capabilities within our connected retail platform.”

Focus on Data Integration and Marketing Automation

The acquisition reflects a shift toward data-driven retailing and automated marketing. Combining Fullpath’s platform with Cox Automotive data sources is intended to support more targeted customer engagement and campaign management.

Cox Automotive, which works with more than 40,000 dealers, said the addition of Fullpath’s technology will expand access to unified data and marketing tools at scale.

“There is a significant opportunity to expand Fullpath’s platform within a broader automotive technology ecosystem,” said Fullpath CEO and co-founder Aharon Horwitz.

Transition and Next Steps

Following the close, Fullpath will continue operating with its existing team, products and service structure. Integration details are expected to be shared after the transaction is completed.