Cox Automotive to acquire Fullpath to scale AI-driven automotive marketing
Cox Automotive has agreed to acquire Fullpath, an Israeli AI-powered customer data platform and marketing automation company serving the automotive retail sector.
Fullpath’s platform unifies dealership customer data into a single profile and enables AI-driven marketing, lead management, and attribution from ad interaction to vehicle purchase. The acquisition is expected to enhance Cox Automotive’s existing portfolio—including VinSolutions, Dealer.com, Autotrader, and Kelley Blue Book—and support the shift toward always-on, data-driven retailing across its network of more than 40,000 dealer relationships.
Meitar advised Fullpath, with a team led by Benjamin Bekkerman, Bat Sheva Austin, Katya Voldman, Koren Ben Lulu, Nathalie Anvar Hammer, and Gefen Zabar, together with Paul Haimowitz, Jonathan Zeloof, Orly Calderon, Ignacio González, Dr. Shimrit Itay-Horev, Dana Yagur, Shmuel Lieberman, Ido Tamir, Niva Barg Livna, and Hila Silverstein.
Greenberg Traurig acted as US counsel.
Eversheds Sutherland represented Cox Automotive.
