Cox Automotive, the world’s largest automotive services and technology company, is acquiring Jerusalem-based software company Fullpath, which has developed an AI-driven customer data and marketing automation platform for the automotive industry. The purchase price was not disclosed but is estimated to be in the hundreds of millions of dollars.
Fullpath, founded in 2013 by Aharon Horowitz (CEO), Eliav Moshe (CPO), and Yishai Goldstein (CTO), has built a platform that unifies data collected over time from dealership systems and creates a single, accurate customer profile. The system functions as an AI-powered “operational brain” for car dealerships, enabling highly personalized marketing campaigns at scale, aligned with inventory and business goals.
The company operates in the $2 trillion U.S. automotive market, serves thousands of car dealerships, and has been selected as an authorized technology provider by leading automakers including Porsche, Jaguar Land Rover, Mazda, and General Motors.
Cox Enterprises, the parent company of Cox Automotive, is a 128-year-old family-owned group with estimated annual revenue of more than $23 billion and over 60,000 employees worldwide. Cox Automotive provides technology and services for dealerships, automakers, fleet operators, and consumers. Upon completion of the transaction, Fullpath will become part of Cox Automotive’s strategy to deliver advanced AI tools to automotive retailers.
Since its founding, Fullpath has raised more than $55 million from investors including Riverwood Capital, Target Global, PICO Venture Partners, and Aleph. Its last funding round was four years ago. The company currently employs about 260 people, with roughly 160 in Israel (Jerusalem and Tel Aviv) and the rest in the United States. It is projected to surpass $100 million in annual recurring revenue (ARR) by 2026. The company plans to continue expanding its operations in Israel.
“Dealers today are navigating the most competitive and technology-intensive environment in the history of this industry,” said Steve Rowley, President, Cox Automotive. “This agreement supercharges our data and AI advantages and brings our dealers the most advanced technology inside of our industry-leading connected retail platform. Fullpath gives dealers the AI and data infrastructure they need to compete, and it makes everything we already offer them smarter, faster, and more effective. This is the most significant capability investment we’ve made in years, and it reflects our long-term commitment to being the partner dealers can count on, now and in the future.”
Fullpath now offers a GenAI-based cloud platform for U.S. auto dealerships that integrates with legacy dealership systems and transforms them into automated sales engines. “There is no better opportunity to turbocharge Fullpath’s AI-driven platform than joining the world’s most expansive automotive tech company with access to the most strategic and iconic data platforms in the industry,” said Aharon Horwitz, CEO and Co-Founder of Fullpath. “As data is the fuel of a CDP, joining Cox Automotive means our AI-driven platform will deliver more intelligence, more speed, and more value to dealers than ever before.”
The company, founded in the early 2010s, pivoted significantly in 2016 after meeting investor Elie Wurtman, who introduced the founders to the automotive sector.
