Automotive dealerships have no shortage of data. What they lack is coherence. Today, Data Axle and Tealium announced a partnership designed to fix that problem by unifying fragmented dealership systems and turning scattered records into actionable intelligence. For an industry long plagued by inconsistent communications and conflicting customer profiles, the timing is ideal.

The collaboration blends Data Axle’s verified consumer and vehicle datasets with Tealium’s real-time customer data platform. Together, the companies aim to help dealers and OEMs merge disjointed customer information, eliminate duplicate records, and guide marketing, sales, and service decisions with far greater accuracy.

The need is clear. A new survey commissioned by Data Axle shows consumers are tired of mixed signals from dealerships. Nearly half of respondents reported receiving duplicate or contradictory messages from the same dealer. Even worse, 68 percent said dealership outreach often feels inconsistent or irrelevant. Yet consumers are willing to share core data—emails, phone numbers, and vehicle history—so long as they receive real value in exchange, such as accurate trade-in estimates or relevant service offers.

According to Chris McTague, managing director of automotive at Data Axle, the issue isn’t a shortage of information. “Dealerships are sitting on a wealth of data that rarely works in concert. Cars have become interchangeable, but data isn’t. What separates one dealer from the next is how intelligently they use their information,” he said. For McTague, the partnership offers a foundation that turns verified insights into better decision-making and more trustworthy customer experiences.

At the core of the integration is Data Axle’s deterministic identity graph, which feeds directly into Tealium’s CDP to clean and enrich customer profiles in real time. Dealers gain a unified view of each customer, allowing them to refine audience models, tailor outreach, and strengthen service engagement without relying on guesswork. It’s a shift from fragmented databases to measurable impact.

Stephen Smith, RVP of Partnerships at Tealium, emphasized that automotive data challenges run deeper than outdated CRMs. “The auto industry faces unique challenges and often navigates fragmented data systems, making it difficult for dealers to fully understand and engage their customers,” he said. By combining Tealium’s orchestration engine with Data Axle’s verified datasets, the partnership brings “clarity, control, and connected data” into the dealer’s workflow.

With pressure mounting for dealerships to modernize how they identify and reach buyers, the partnership arrives at a strategic moment. As digital-first shoppers expect relevant and timely interactions, the dealer that masters its data—not just its inventory—wins. Data Axle and Tealium’s solution offers a path toward more credible, efficient, and intelligent customer engagement.

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