On the Dash:
- Cox Automotive now combines dealership data with shopper activity from Autotrader and Kelley Blue Book in a single AI-powered customer data platform.
- Dealers may gain earlier visibility into in-market shoppers, helping improve audience targeting and marketing efficiency.
- Cox plans additional integrations throughout 2026, including inventory, service, trade-in and equity data.
Cox Automotive has completed its acquisition of Fullpath and launched the first phase of an integrated AI-powered customer data platform, giving automotive retailers a unified view of the customer journey that the company says is not currently available elsewhere in the industry.
The platform connects dealer-owned data, such as CRM records, DMS information, service history, and previous purchases, with consumer vehicle-view activity from Autotrader and Kelley Blue Book. This combination allows dealers to analyze customer engagement across multiple touchpoints and identify consumers who are showing early signs of active vehicle shopping.
Cox executives framed the deal as a pivotal step in the industry’s shift from manual marketing campaigns to always-on, AI-driven engagement. The platform uses artificial intelligence to automate customer outreach and marketing activities based on real-time shopper behavior, giving dealers a tool that responds to consumer interest as it develops rather than after the fact.
However, scale is what truly differentiates the offering. Cox Automotive plans to roll out the technology across more than 40,000 dealer relationships, backed by a field team of over 1,500 professionals.
Fullpath CEO and co-founder Aharon Horwitz said access to Cox Automotive’s data assets strengthens the platform’s ability to identify likely buyers and surface next-best actions for dealers. Existing Fullpath customers will continue working with the same teams and products.
Notably, CBT News previously reported on the acquisition. Cox and Fullpath plan additional integrations later this year, including shopper behavior insights, inventory data, service records, trade-in valuations and vehicle equity information.
