Cox Automotive-owned automotive CDP and AI activation platform for marketing and lead engagement; the acquisition closed June 1, 2026.
Fullpath, acquired by Cox Automotive in 2026, is an automotive customer data platform and AI activation layer that unifies a dealership's first-party data and uses it to drive marketing, an AI agent and equity-mining campaigns. It ingests data from the DMS, CRM and website to build a single customer view, then activates it across advertising and engagement. Its strength is turning fragmented dealership data into targeted action. Dealers evaluating it should establish which data sources it connects, how the AI agent's actions are governed, and how campaign results are measured.
Market: US & Canada
Typical segment: Franchise and groups
Corporate parent: Cox Automotive — confirmed August 19, 2026 against the primary source.
Research status: Core scope checked against a current primary source; configuration-level facts still require dealer verification.
Evidence basis: Company identity and the CDP, advertising automation and agentic CRM scope named on the provider's own site, which names Cox Automotive as the acquiring parent. Verified applies to company identity and published service scope—not performance, pricing, deliverables, dealer-specific configuration or client outcomes.
Record reviewed: August 19, 2026
Fullpath is mapped to 5 workflow categories across 4 parts of the store — data, ai & automation, marketing, sales, with 5 named products and service lines recorded. A record this wide usually means a suite rather than a point solution, so establish early which modules are on your order form and which are simply available. Fullpath is owned by Cox Automotive, which makes this a decision about a position inside a portfolio as well as a product. 2 scoped connection records are associated with this company in the directory.
This record resolves Fullpath as a company and maps its published scope to dealer workflows. It does not establish pricing, contract terms, OEM program eligibility, whether a given integration is enabled for your configuration, implementation quality or support responsiveness. Those are configuration and commercial facts that come from a scoped demo, a written proposal and a reference running your DMS and OEM.
Packaging changes. Confirm current names, bundles and availability with the provider.
Cox Automotive-owned automotive CDP and AI activation platform for marketing and lead engagement; the acquisition closed June 1, 2026.
Open product record →DataFullpath's Customer Data & Experience Platform is a dealership CDP that unifies first-party data from the dealer's website, CRM and DMS into a single customer view and activates it for marketing. Confirm which data sources it ingests and how audiences are activated and measured.
Open product record →DataFullpath's AI Agent is a conversational AI that engages shoppers using the unified data in Fullpath's CDP, answering questions and moving customers toward a deal. Establish which actions it takes autonomously and how it hands off to the sales team.
Open product record →DataFullpath Digital Advertising activates the dealer's unified first-party data from its CDP into targeted paid media across channels. Confirm ad-account ownership and how performance is measured.
Open product record →DataFullpath Equity Mining identifies ownership-cycle and equity opportunities in the dealer's database using its unified customer data, surfacing customers positioned to buy or return for service. Evaluate how opportunities reach the CRM and how outreach is measured.
Open product record →Identity resolution, first-party data unification, audiences and activation.
Compare 20 companies →AI agents for web, email, SMS, phone, appointments and long-term nurture.
Compare 27 companies →Paid search, social, display, video, OTT and inventory-aware media.
Compare 41 companies →Ownership-cycle, equity, propensity and retention opportunity identification.
Compare 8 companies →Campaigns, automated journeys, newsletters, retention and conquest.
Compare 13 companies →For anything marketing-side, establish who owns the domain, the advertising and analytics accounts, the audiences, the creative and the performance history at the end of the relationship. Ownership is the negotiation; the fee is not.
Sales-side tools are adoption problems more than feature problems. Ask what the provider does when usage stalls, who pays for retraining, and what the reporting shows when half the team is using it and half is not.
Include implementation, hardware, usage, media, data, integrations, annual increases and offboarding assistance in the total cost. Two providers with the same monthly price routinely differ once those are counted.
Fullpath, acquired by Cox Automotive in 2026, is an automotive customer data platform and AI activation layer that unifies a dealership's first-party data and uses it to drive marketing, an AI agent and equity-mining campaigns. It ingests data from the DMS, CRM and website to build a single customer view, then activates it across advertising and engagement. Its strength is turning fragmented dealership data into targeted action. Dealers evaluating it should establish which data sources it connects, how the AI agent's actions are governed, and how campaign results are measured. The mapped record includes 5 named products or service lines across Customer data platforms (CDP), AI lead handling & follow-up, Digital advertising, Equity & database mining, Email, SMS & lifecycle marketing. Confirm current packaging directly.
Fullpath is owned by Cox Automotive, confirmed August 19, 2026 against a primary source. That matters commercially: ask which sibling products are prerequisites, which integrations are internal, and whether renewal is quoted per product or across the group.
No universal fit is asserted. The current record describes US & Canada and a typical segment of Franchise and groups; OEM, rooftop, workflow and configuration eligibility still require confirmation.
This directory does not publish an unsupported universal price. Request the exact modules, quantities, implementation, integrations, usage, increases, renewal and exit costs for the dealer's configuration.
2 scoped integration records are currently associated with this company. A logo or marketplace listing does not establish fields, write-back, timing, dealer eligibility, fees or support.
Use the relevant category workflows and require normal plus exception cases. Record what is native, configured, partner-delivered or planned.
Define objects, history, identifiers, relationships, attachments, consent, reconciliation and archive requirements before the implementation statement of work is accepted.
Confirm named products, dependencies, service responsibilities, data access, security, term, renewal, increases, termination and transition with qualified review.
Use the unranked category-peer page to discover overlapping providers, then verify exact product, market, OEM, integration, implementation and commercial fit. No universal better option is named here.
This record is at Verified status and carries a dated evidence packet naming the primary source that was checked. Verified covers company identity and published service scope — not performance, pricing, deliverables or dealer outcomes.