Fullpath Acquisition Gives Cox New AI and Data Infrastructure
Cox Automotive has acquired Fullpath, an AI-powered customer data platform and marketing automation provider, will give dealers the ability to create personalized customer experiences at scale, according to a release.
“Dealers today are navigating the most competitive and technology-intensive environment in the history of this industry,” writes Cox Automotive President Steve Rowley. “This agreement supercharges our data and AI advantages and brings our dealers the most advanced technology inside of our industry-leading connected retail platform.”
The deal is subject to regulatory review and expected to close in 30 days. Fullpath co-founder and CEO Aharon Horwitz believes the acquisition marks a step forward for both companies as well as their retail partners.
“There is no better opportunity to turbocharge Fullpath’s AI-driven platform than joining the world’s most expansive automotive tech company with access to the most strategic and iconic data platforms in the industry,” Aharon Horwitz writes. “As 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.”
Fullpath was founded as AutoLeadStar in 2017. In January, the company announced it had begun beta testing the AI-driven customer relationship management system it would debut at NADA 2026.
