Cox Automotive Acquires Fullpath to Strengthen Dealership Data, Marketing, and Customer Intelligence Platform

The auto industry spent decades obsessing over the machine. Turns out, the real leverage was never under the hood, it was buried in the data no one could fully connect. Cox Automotive is acquiring Fullpath, and this is where the dealership tech stack starts to look less like a pile of disconnected tools and more like an actual operating system. On the Fullpath side, Aharon Horwitz, CEO and Co-founder, Yishai Goldstein, CTO and Co-founder, and Eliav Moshe, Chief of Product and Co-founder, built the data engine. On the Cox side, Stephen M. Rowley, President of Cox Automotive, leads the ecosystem now positioned to scale it.

Fullpath didn’t come out swinging with noise. They came in quietly, unified the chaos. CRM here, DMS there, marketing tools stitched together across systems that were never designed to speak to each other. Then they pulled it into 1 clean, data-driven customer view and let automation do what sales teams wish it always could. Thousands of dealerships later, they are staring down a run rate pushing toward $100M in ARR, operating inside a $2T market that does not reward guesswork.

Cox Automotive is not just buying software. It is absorbing a system that already speaks dealer fluently. Autotrader, Kelley Blue Book, Dealer.com, VinSolutions. Now place Fullpath’s data engine underneath that connected ecosystem, with leaders like Marianne Johnson, EVP & CPO, and Jonathan Smoke, EVP & Chief Strategy Officer, sitting close to the product and market logic. That is where fragmented signals start looking like commercial intelligence.

This is also a people story. Cox brings executive scale through Michele Parks, EVP & CPO, Scott LeTourneau, EVP & CFO, Ken Kraft, EVP & Chief Marketing and Sales Officer, Grace Huang, President of Inventory Solutions, Joe George, President of Fleet Solutions, and Lori Wittman, President of Retail Solutions. Fullpath brings the obsessive focus of a company that stayed locked on dealership data until the market had no choice but to notice.

Over $55M raised. A reported acquisition price around $500M. A platform built for dealers, not adapted for them after the sales deck was already printed. Fullpath turned dealership data into a revenue engine. Cox Automotive just decided it would rather own the engine than compete with it.