Fullpath’s Acquisition by Cox Automotive Shows the Power of a Michigan Soft Landing
Written by Casey Iaccino – Senior Director of Business Development, Michigan
MIBA is proud to congratulate Fullpath on its recently announced acquisition by Cox Automotive, one of the largest and most influential automotive technology companies in the world.
Cox Automotive announced in April that it had signed a definitive agreement to acquire 100% of Fullpath, an AI-powered Customer Data Platform and marketing automation company serving the automotive retail industry. The acquisition brings Fullpath’s AI, data, and marketing capabilities into Cox Automotive’s broader dealer technology platform, which includes brands such as Autotrader, Kelley Blue Book, Dealer.com, and VinSolutions.
Over the past few years, Fullpath has been a regular part of the MIBA community through the Elevator. We’ve had a front row seat as we’ve watched the team grow and succeed in Michigan. They had just two Michigan employees when they became members of the Elevator and our space gave them somewhere more than just a coffee shop where they can meet and collaborate together. Today, the Michigan team has grown to 14 people.
Their team uses the space often, bringing colleagues from around the country and sometimes in from Israel into our office, building relationships, and staying connected to Michigan’s automotive and innovation ecosystem.
This is exactly why MIBA works to create a soft landing zone for Israeli companies in Michigan. When global startups have a trusted place to work from, meet partners, understand the market, and build local relationships, they are better positioned to turn opportunity into real outcomes. Fullpath’s success is a strong reminder that Michigan remains a powerful platform for Israeli companies working in mobility, automotive, AI, and related technologies.
We congratulate Aharon Horwitz and the entire Fullpath team on this achievement and wish them continued success as they enter this next chapter with Cox Automotive. Their story is a win for Fullpath, a win for Israeli innovation, and a win for the Michigan-Israel business corridor MIBA continues to build.
