Car dealerships may finally get the personalization muscle e-commerce giants have enjoyed for years. Fullpath, the AI-first Customer Data Platform (CDP) built for the automotive industry, has acquired Fuse Autotech’s Dynamic Payments solution—a move designed to help dealerships deliver real-time, personalized offers across every channel.

The deal signals a shift in how auto retailers manage customer engagement, with data flowing not just into CRMs, but directly into finance, service, and sales workflows in real time.

From Sticker Price to Smart Price

At its core, Dynamic Payments pulls pricing, rebates, OEM incentives, financing rates, and dealership-specific promos straight into the Fullpath CDP. That means every offer—whether it appears on a dealership website, in an email, an SMS, or a digital ad—is based on live inventory and up-to-the-minute deals.

For shoppers, it’s a welcome break from the usual “call for price” runaround. For dealers, it’s a way to automate offer generation and reduce friction at every stage of the buying process.

Fullpath CEO Aharon Horwitz put it bluntly: “This integration supports every profit center at the dealership—from sales and finance to service and parts—by ensuring marketing activities are always tied to real data.”

A New Layer of Personalization

The real trick here is scale. Traditional auto marketing often relied on broad campaigns with static incentives. By contrast, Fullpath’s expanded ecosystem can now push tailored offers instantly across multiple touchpoints.

• Websites: inventory pages that reflect real pricing and incentives.

• Email & SMS: personalized deals sent with zero manual input.

• Ads: dynamically updated campaigns that match real inventory.

For Andrew Walser, CEO of Walser Automotive, the payoff is tangible: “With real-time, personalized offers integrated into Fullpath’s platform, we’ve significantly increased closing rates and reinforced loyalty.”

The automotive sector is racing to modernize its digital retailing. Customers accustomed to Amazon-style personalization don’t have patience for outdated lead forms or static pricing. Competitors like Tekion and Roadster have been pushing digital-first platforms, but Fullpath’s acquisition of Fuse Dynamic Payments shows a different angle: make the CDP the control center of the dealership.

If it works as promised, this could streamline dealer marketing while finally delivering the frictionless buying experience car shoppers have been promised for years. The question now is whether other CDP players in automotive—or even broader retail verticals—follow suit.

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