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Cox Automotive upgrade gives mutual customers access to unified customer data, AI-generated insights and website activity within existing dealership workflows
Cox Automotive’s VinSolutions has announced an upgrade that embeds Fullpath’s Customer Data Platform (CDP) and AI-powered insights directly into its CRM for dealerships using both solutions. The integration is designed to help automotive retailers make customer intelligence more accessible to sales, marketing and dealership management teams without requiring them to switch between separate systems.
The upgrade brings Fullpath’s customer data capabilities into the VinSolutions CRM records that dealership employees already use, connecting customer profiles with browsing activity, interests and potential purchase intent.
According to Cox Automotive, the integration aims to make customer data more actionable by enabling dealership teams to personalize interactions, identify promising sales opportunities and make more informed decisions throughout the buying journey.
Bringing Customer Intelligence Into Everyday CRM Workflows
The integration changes how mutual VinSolutions and Fullpath customers access their existing CDP capabilities. Instead of opening a separate platform to review customer intelligence, users can access relevant insights directly within the CRM.
Marketing teams can use customer data to identify shoppers who may be actively considering a vehicle purchase. General managers and general sales managers can gain visibility into deals that may be closer to closing, while sales representatives can review AI-generated customer summaries before engaging with shoppers.
“Other CDPs are mostly focused on data ingestion, structuring and organization,” said Paulo da Silva, vice president of digital commerce at Cox Automotive. He explained that embedding Fullpath’s CDP within VinSolutions brings customer data directly to sales representatives and creates a pathway to additional agentic AI capabilities.
Three Core Benefits for Dealerships
The integration introduces three key capabilities for dealerships using both platforms:
- Direct access to CDP data: Dealership employees can access their existing Fullpath CDP instance within VinSolutions, reducing the need to switch between systems.
- AI-powered customer summaries: Fullpath-generated insights appear in customer profiles, giving sales and marketing teams additional context during important interactions.
- Website activity in the CRM timeline: Fullpath website data is visible directly within VinSolutions, helping teams understand customer activity alongside other CRM records.
By consolidating these signals within the CRM, the companies aim to give dealership teams a more complete view of each shopper’s journey and potential needs.
Cox Automotive Expands AI Capabilities Across Its Portfolio
Jessica Stafford, senior vice president of consumer solutions at Cox Automotive, said the release brings first-party data and AI-powered customer intelligence into a system dealerships already use.
She added that embedding these capabilities into the CRM could reduce the need for separate platforms and budgets to access customer insights.
The integration also reflects Cox Automotive’s broader approach to connecting data and technology across its automotive retail solutions. For dealerships, the intended benefit is a more streamlined workflow in which customer intelligence is available alongside existing sales and engagement information.
Dealerships Gain a More Complete View of Shoppers
Don Erwin, marketing and communications director at Mtn View Automotive Group in Chattanooga, Tennessee, described the integration as a way to transform the CRM record into a more comprehensive view of a shopper’s interests, activity and purchase journey.
The added visibility could help dealership employees better understand customer intent and tailor conversations based on available behavioral information, rather than relying solely on conventional CRM fields.
For automotive retailers managing multiple digital touchpoints, connecting website behavior and customer data with sales workflows may help bridge the gap between online research and dealership engagement.
Further AI Development Planned
Aharon Horwitz, CEO and co-founder of Fullpath, said joining the Cox Automotive portfolio is expected to accelerate the company’s AI development and expand the value of its data capabilities for dealerships.
He also indicated that the integration is an initial step in a broader collaboration between Cox Automotive and Fullpath, with additional developments expected.
The embedded CDP upgrade is being rolled out to customers using both VinSolutions CRM and Fullpath through the end of 2026. Existing mutual customers can contact their Fullpath Customer Success Manager for further information.
By bringing customer data, website activity and AI-generated insights into a single workflow, the integration aims to help dealerships make customer intelligence more accessible and support more personalized, data-informed sales and marketing interactions.
