- Automotive-Focused CDP: Unify CRM, DMS, website, inventory, and advertising data into one dealership-specific data platform.
- Identity Resolution: Clean, normalizes, and merges duplicate shopper records into a single, data-rich profile.
- AI-Driven Insights: Use machine learning to generate predictive insights, segmentation, and performance optimization.
- Marketing Automation: Execute personalized email, SMS, and digital ad campaigns across the full sales funnel.
- Website Personalization: Deliver VIN-specific offers, dynamic payments, and tailored website experiences in real time.
- Open API & Integrations: Connect with OEMs and third-party automotive tools through a flexible open API.
Fullpath
AI-powered customer data and marketing platform built exclusively for auto dealerships
Updated July 29, 2026
Fullpath Overview
Fullpath is an AI-powered Customer Data Platform built specifically for automotive dealerships. It unifies first-party data from CRMs, DMS, websites, inventory and advertising channels into a single source of truth, ingesting around 11 million data points a day.
Identity resolution merges duplicate shopper records into data-rich profiles that power personalized advertising, email, SMS and website experiences. Founded in 2017 as AutoLeadStar, the company is certified to ISO 27001 and ISO 42001, and Cox Automotive completed its acquisition of Fullpath on June 1, 2026.
Key Features
Pricing
| Plan | Price | Featured |
|---|---|---|
| CDP | Custom quote | Unified first-party data, identity resolution, 360° shopper profiles, AI generated audiences |
| Group CDP | Custom quote | Multi-rooftop dashboards, cross-location benchmarking, group attribution and traffic reports |
| Fullpath for Enterprise | Custom quote | Enterprise data ingestion, silo elimination, group-level reporting |
| Managed Services | Custom quote | Concierge audience building, custom campaign creation, activation support |
Fullpath has no pricing page — fullpath.com/pricing returns a 404 and every product page ends in “Book a Demo”. Quotes depend on rooftop count, modules and managed service scope.
Pricing source: https://www.fullpath.com/cdp-for-car-dealers/
Pros
Competitor |
Pros |
|---|---|
| DealerSocket (Solera) | DealerSocket is a CRM first. Fullpath is a data layer first: it merges duplicate shopper records into single profiles, cleans roughly 12% of a dealer’s duplicate data, and maps profiles from the same household together. Marketing teams then build dynamic audiences with filters on website activity, service history and vehicle interest without touching CRM configuration. |
| VinSolutions (Cox Automotive) | The two now sit under one owner, and Fullpath had already shipped two-way data integrations with VinSolutions in 2024 and with Xtime in 2025. Fullpath contributes identity resolution, AI audience building and activation across email, SMS, ads and the dealer website. |
| Elead (CDK Global) | Elead concentrates on CRM workflow. Fullpath surfaces Data Ups, high-intent shoppers identified from live behavioral data, and hands sales teams hit lists with shopper summaries and AI drafted emails, texts and talk tracks built from that shopper’s actual history. |
| Segment | A general purpose CDP needs engineering time. Fullpath arrives with dealership integrations built in, more than 200 integration opportunities, an open API, and reporting on CRM, DMS, website and traffic sources, so a marketing manager rather than a data team can run it. |
| HubSpot | Fullpath is built only for dealerships and multi-rooftop groups: VIN level campaigns, equity based offers, dynamic payments, inventory performance filters on days on lot and trim, and OEM programs with GM, Honda, Acura, Porsche, Subaru, Mazda, Stellantis, Maserati and Jaguar Land Rover. |
Cons
Competitor |
Cons |
|---|---|
| DealerSocket (Solera) | Fullpath does not replace the CRM. It sits alongside one and depends on integrating with it, so dealers hoping to retire a system rather than add a layer will still be paying for both. |
| VinSolutions (Cox Automotive) | Common ownership is new and unproven. How the roadmap, packaging and support merge with the existing Cox stack is still an open question, which matters for anyone signing a multi-year contract in the first months after the deal closed. |
| Elead (CDK Global) | Elead’s sales workflow and task management are more mature. Fullpath is not built for running a salesperson’s day; it points at the right shopper and leaves the follow-up process to the CRM. |
| Segment | Technical teams lose control. Fullpath trades raw pipeline flexibility for a packaged automotive model, which limits custom engineering work on the data itself. |
| HubSpot | There is no self-serve entry point, so a single-rooftop dealer has to book a demo before it can size the commitment at all. The platform is also built around dealership data specifically, which makes it a poor fit for any business outside automotive retail. |
Reviews
- G2 Review (Rating: 4.9/5): Fullpath sits at 4.9 out of 5 on G2, but from only 13 reviews, all of them 5 star or close to it, so the sample is thin. A dealership marketer writing in June 2026 praised the behavioral tracking and AI prioritization, then named a concrete limit in the same review: “It pulls data from our CRM, yet it filters it down so much that we’re left with such a small fraction of contacts we can actually SMS. At that point, it becomes tough to justify using SMS through this tool.” Fullpath replied that it keeps the SMS eligibility criteria tight for compliance reasons. A digital marketing director writing days earlier valued the responsiveness instead, saying the team “actually value the opinion of the end user” and are “very quick to fix things.”
