About six weeks after announcing the acquisition, Cox Automotive said Monday it has completed its purchase of customer data platform and marketing automation company Fullpath.

It’s a move that allows Cox to help dealers drive more efficiency, deals and profitability, along with bringing an “agentic approach” to innovation at the company, Cox Automotive president of retail solutions Lori Wittman tells Auto Remarketing.

“We have been focused, really always, on helping dealers be more successful, whether that’s driving efficiency or whether that’s driving more profitability on the deals they have, driving more deals, and I feel like in those three categories alone, this helps dealers immensely,” Wittman said in an interview Monday. “My biggest focus is on our customers, and so I’m super excited about the dividends that this pays for them.

“I am also, though, excited for us because this is a solution that was built specifically for automotive, but it brings new innovation, and a new agentic approach to what we’re doing at Cox Auto that I just feel like will demonstrate to the industry how committed we are to continuing to evolve our products, connect their data, and really help them be more successful in their outcomes,” she said.

Stay tuned for a follow-up story from Auto Remarketing’s interview with Wittman and Fullpath CEO and co-founder Aharon Horwitz.

Meantime, Monday’s deal close kicks off a “scaled integration” blending Fullpath’s CDP with consumer vehicle views from Cox Automotive’s Autotrader and Kelley Blue Book, “unifying owned marketplace data, dealer systems, and identity resolution in a way no other automotive platform does today,” Cox said in a news release.

“Dealers today are navigating the most competitive and technology-intensive environment in the history of this industry,” Cox Automotive president Steve Rowley said in a news release. “With this acquisition complete and our first of many planned data integrations now live, we’ve crossed a threshold that redefines what’s possible.

“Cox Automotive now sees the customer the way the customer actually behaves — from early shopping activity on Autotrader and Kelley Blue Book through key dealership interactions,” Rowley said.

“Fullpath takes that intelligence and puts it to work autonomously on the dealer’s behalf. This is what we’ve been building toward. What we can offer dealers now, executed within just 30 days of signing this deal, few others in the industry can match.”

With Fullpath in the fold, Cox Automotive can now provide dealers with an artificial intelligence-powered CDP unifying the dealer’s own customer data, CRM history, DMS records, service visits, prior purchases as well as vehicle views from consumers actively shopping on the Autotrader and KBB platforms.

Fullpath will be able to access more Cox’s first-party data over time and provide dealers with insights into shopping trends and “engagement signals” that help those stores understand consumer interest and identify in-market shoppers.

Cox Automotive brings Fullpath aboard at a time when the auto industry is moving from manual, campaign-based marketing to data-focused retailing that is “always on,” the company. And given their 40,000-plus dealership relationships and 1500-plus professionals in the field, Cox Automotive said it can help Fullpath scale more broadly.

“Data is the fuel of a CDP and we now have upgraded to the best fuel in the industry,” Fullpath’s Horwitz said in the release.

“Dealers that pinpoint which shoppers will buy and what each shopper needs as a next step in their personalized buyer journey will outperform everyone else,” Horwitz said. “We are excited to help dealers leverage this new technology.”

Horwitz emphasized that existing Fullpath clients will have access to the same team, products and service levels.

He added: “The pace and depth of innovation that has defined Fullpath will accelerate with industry-leading data assets. We plan to materially expand data integrations beyond what’s available on day one throughout the back half of 2026 and beyond.

“Deeper shopper, inventory, service, trade-in valuation and equity data, all will make their way progressively to Fullpath’s CDP allowing clients to pursue more informed next-best actions across customer segments as shoppers begin to show signs of interest,” Horwitz said.