Tekion vs Fullpath
A comprehensive side-by-side analysis of features, pricing, and performance to help you choose the right AI foundation for your dealership in 2026.
Which is better: Tekion or Fullpath?
While both platforms are leaders in the DMS space, one emerges as the optimal choice for most dealership operations.
Edges out the competition with superior dms capabilities and deeper automotive specialized features.
A powerful alternative, especially for dealerships prioritizing the customer data platform for dealershipsor existing Marketing workflows.
Tekion
DMSTekion, founded in 2016 by former Tesla CIO Jay Vijayan, is a cloud-native Automotive Retail Cloud (ARC) platform that aims to replace legacy DMS systems like CDK and Reynolds & Reynolds. Backed by $640M+ in total funding at a $4B+ valuation, Tekion supports 52 OEM brands including GM, Ford, and Honda. The platform unifies DMS, CRM, digital retail, and AI-powered analytics on a single cloud-native architecture — eliminating the data silos and on-premise infrastructure that plague legacy dealers. Notable partnerships include Asbury Automotive Group, one of the largest U.S. dealer groups.
Core Advantages
- True cloud-native architecture — no on-premise hardware required
- Founded by ex-Tesla CIO with deep tech DNA
- $640M+ funded at $4B+ valuation — strong long-term viability
- Modern UX that dealers actually want to use
- 52 OEM certifications including GM, Ford, Honda
- Eliminates data silos between DMS, CRM, and digital retail
Limitations
- Enterprise pricing puts it out of reach for small independents
- Requires full DMS migration — significant switching cost
- Newer platform — smaller dealer network than CDK or Reynolds
- Some OEM integrations still maturing compared to incumbents
Fullpath
MarketingFullpath (formerly AutoLeadStar) is a Customer Data Platform (CDP) built specifically for automotive, unifying dealership data across CRM, DMS, website, and advertising into a single actionable platform. Their product suite spans data management (CDP, Group CDP, Enterprise CDP, Data Enrichment), data activation (Audience Activation for email/SMS, Digital Advertising across Google/Meta/Amazon/OTT, Website Engagement personalization, VIN-specific marketing), and equity-based campaigns. They recently launched an Agentic CRM in limited release. Fullpath activates first-party dealership data to power hyper-targeted campaigns across every channel.
Core Advantages
- True CDP for automotive — unifies CRM, DMS, website, and ad data
- VIN-specific marketing is unique in the market
- Activates first-party data across every advertising channel (Google, Meta, Amazon, OTT)
- Multi-rooftop Group CDP for enterprise dealer groups
- Dynamic Payments auto-generates specials and offers
Limitations
- Marketing and data focused — no CRM, voice AI, or service tools (yet)
- Agentic CRM still in limited release
- Requires clean data inputs for best CDP performance
How does Tekion compare to Fullpath?
| Attribute | Tekion | Fullpath |
|---|---|---|
| Primary Focus | DMS | Marketing |
| Pricing Entry | Enterprise | Custom |
| Core Tech | • Automotive Retail Cloud (ARC) — fully cloud-native DMS • Built-in CRM with AI-driven customer insights • Digital retail tools with online-to-showroom flow | • Customer Data Platform (CDP) with unified dealership data • Group CDP for multi-rooftop data visibility • Audience Activation — data-driven email and SMS campaigns |
| Industry Rating | 4.4 | 4.2 |
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