Cox Automotive Completes Acquisition of Fullpath
Customer Data Platform and agentic AI capabilities immediately integrate with Cox Automotive
Autotrader and Kelley Blue Book first-party data, creating the most connected ecosystem in automotive retail.
The Deal at a Glance
TRANSACTION
- Cox Automotive acquires Fullpath
- Fullpath operates as part of Cox Automotive going forward
- Fullpath will operate under the leadership of Lori Wittman, President of Retail Solutions
ABOUT FULLPATH
- ~2,500 automotive dealer clients
- 70+ OEM and captive-finance relationships
- 200+ pre-built integrations via the Fullpath Integration Hub
- 250+ employees across Israel and U.S.
- Founded 2016 (originally AutoLeadStar)
- Headquarters: Israel, with U.S. offices
ABOUT COX AUTOMOTIVE
- World’s largest automotive services & technology provider
- 29,000+ employees on five continents
- 20,000+ dealer relationships, 1,500+ field professionals
- Brands: Autotrader, Kelley Blue Book, Manheim, VinSolutions, vAuto, Dealertrack, Dealer.com, Xtime
- Privately held, Atlanta-based
Cox Automotive Completes Acquisition of Fullpath
Cox Automotive announced the completion of its acquisition of Fullpath, a leading AI-powered Customer Data Platform (CDP) and marketing automation company serving the automotive retail industry. With the acquisition now complete, Cox Automotive is immediately activating a scaled integration that combines Fullpath’s CDP with consumer vehicle views from Autotrader and Kelley Blue Book unifying owned marketplace data, dealer systems, and identity resolution in a way no other automotive platform does today.
Cox Automotive now gives dealers a differentiated capability in the automotive retail market: an AI-powered Customer Data Platform that unifies a dealer’s own customer data, CRM history, DMS records, service visits, and past purchases, alongside vehicle views from consumers actively shopping on Cox Automotive’s Autotrader and Kelley Blue Book sites.
“Dealers today are navigating the most competitive and technology-intensive environment in the history of this industry.”
— Steve Rowley, President, Cox Automotive
“Data is the fuel of a CDP and we now have upgraded to the best fuel in the industry. 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. We are excited to help dealers leverage this new technology.”
— Aharon Horwitz, CEO & Co-Founder, Fullpath
What This Means for Dealers
Dealers will be able to gain insights into shopping trends and engagement signals to better understand shopper interest and help identify shoppers who may be in-market, to activate with better audience targeting and sharper campaign content.
Fullpath’s platform consolidates data into unified customer profiles, enabling AI-driven marketing campaigns with personalization at scale and attribution across the purchase journey. These capabilities are designed to complement Cox Automotive’s existing portfolio.
- The acquisition is intended to accelerate the industry’s shift from manual, campaign-based marketing toward always-on, data-driven retailing.
- For existing Fullpath clients, the same team, products, and service levels remain in place following the close.
- The Fullpath CDP is being enriched with consumer signals from Autotrader & Kelley Blue Book.
“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. 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.”
— Steve Rowley, President, Cox Automotive
“For existing Fullpath clients, the same team, products, and service levels remain in place. 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.”
— Aharon Horwitz, CEO & Co-Founder, Fullpath
Executive Leadership
Stephen M. Rowley
President, Cox Automotive
Stephen M. Rowley
President, Cox Automotive
Stephen M. Rowley is President of Cox Automotive, a global automotive services and software company whose vision is to transform the way the world buys, sells, owns and uses cars. Rowley is responsible for a family of brands that together make car dealers more successful and car buyers more satisfied, including auto industry leaders such as Autotrader, Dealer.com, Dealertrack, Kelley Blue Book, Manheim, NextGear Capital, vAuto and Xtime.
Rowley previously served as the Executive Vice President of Cox Business. In this role, he was responsible for the strategic direction of the high-growth division that delivered more than $2 billion in annual revenue. He oversaw all sales, operations, product development and marketing for business customers, including wholesale services for telecom carriers. Prior to leading Cox Business, Rowley was the Vice President of sales and field operations for Cox Business’ western U.S. markets where he served as the chief liaison between corporate headquarters and the western markets with oversight on local strategic planning, sales performance, marketing, back office, customer installations and capital investment.
Prior to joining Cox Business, Rowley was Vice President of Alliances and Partners at Sprint, where he managed relationships with more than 500 partners, generating $250 million in annual revenue. In addition, Rowley was responsible for the strategic direction of the Telemetry group where he negotiated and managed contracts with Dell, Sony, HP and others. In his 11 years with Sprint, Rowley held key senior leadership roles in the sales organizations as Vice President of Enterprise, Vice President of General Business and Vice President of Sales for Sprint’s Broadband Division.
In addition to extensive telecommunications experience, Rowley spent 12 years as a key executive at People’s Choice TV, having held positions such as Vice President General Manager of Chicago, Tucson and Phoenix and later, the Vice President of Sales and Operations for the company.
He has a Bachelor’s Degree in Business Administration from Iowa State University. Steve is married to Susan and they have three children, Timothy, Collin Patrick and Maggie.
Lori Wittman
President, Retail Solutions
Lori Wittman
President, Retail Solutions
Lori Wittman is President of Retail Solutions for Cox Automotive overseeing the growth and strategic direction of powerhouse brands Autotrader®, Kelley Blue Book®, Dealertrack®, Dealer.com, VinSolutions and Xtime.
Her focus is on building retail connections through the power of the tech and service giant’s data and people, to further the company’s commitment to transforming the industry by creating vehicle access, business success and a more sustainable planet for everyone.
Prior to her current role, she held the position of Senior Vice President of Dealer Software Solutions at Cox Automotive for six years, where she led and built client-value driven connections across four brands: VinSolutions, Xtime, Dealer.com, and Dealertrack DMS, representing more than $1 billion in annual revenue. Lori has led significant growth across these and other Cox Automotive brands, including leading VinSolutions as it doubled its number of clients in five years.
In 2015, just two years after joining the automotive industry, Lori was recognized by Automotive News as one of the 100 Leading Women in the North American Auto Industry, a prestigious list compiled every five years to recognize top female executives at automakers, suppliers and dealerships nationwide. In 2016, she was also recognized by the Kansas City Business Journal as a “Women Who Mean Business” honoree.
Before joining Cox Automotive in 2013, Lori had more than a decade of experience as a consultant leading large technology projects for Accenture. Before that, she led Field Technology at H&R Block, and she served in several roles of increasing responsibility at Freightquote, including the general management of one of their acquisitions, Rockwell Transportation. Lori holds a bachelor’s degree in accounting and business administration from the University of Kansas.
Aharon Horwitz
CEO & Co-Founder, Fullpath
Aharon Horwitz
CEO & Co-Founder, Fullpath
Aharon Horwitz is the CEO and Co-Founder of Fullpath, the automotive industry’s leading AI-powered Customer Data Platform. He co-founded the company in 2017 and has led its growth from a startup to a platform serving thousands of dealerships with over 250 employees globally.
A recognized thought leader in automotive AI, Aharon is a frequent speaker at industry conferences including NADA and Digital Dealer, and co-authored The Last Dealership, an industry analysis on the future of AI in automotive retail. He holds a B.A. in Political Science from Columbia University and is based in Jerusalem.
“The dealers who know who is buying, when they are ready, and what they need next will outperform everyone else.”
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