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Major Shifts in Automotive Sales: Insights from the Fullpath Auto Intelligence Index

The automotive landscape is witnessing pivotal changes as we head towards 2026, driven by the power of artificial intelligence (AI) and evolving digital engagement strategies. Fullpath, an industry leader in AI and customer data management, has released its first-ever Fullpath Auto Intelligence Index, a comprehensive benchmark elucidating shifts in automotive sales outcomes, dealer demand, inventory movement, and consumer data integration across North America.

Key Findings from the Index

AI's Impact on Automotive Engagement

The report shines a spotlight on the increasing role of AI in driving online engagement for car dealerships. In 2025, traffic generated by large language models (LLMs) became a critical avenue for potential car buyers. Notably, there was a remarkable month-over-month surge of 43.03% in September for visits to dealership websites facilitated by AI-driven resources. This spike underscores the capability of AI tools to influence consumer behavior and streamline the process of researching automobiles.

Insights into Website Traffic

Overall, there was a slight increase of 2.5% in dealership website traffic year-on-year, indicating a stable interest among consumers. Brands that adapted effectively to digital strategies saw notable gains, with Mercedes-Benz leading the charge at an impressive 111.09% increase in traffic. Other significant players included Volkswagen at 48.67% and Hyundai at 31.68%. This trend emphasizes the critical nature of robust digital marketing initiatives to winning over a tech-savvy customer base.

Day Supply Analysis

The analysis also revealed that day supply levels increased by around 1.85% from the previous year, suggesting a slowdown in inventory turnover. For many Original Equipment Manufacturers (OEMs), this indicates a need for more refined inventory management techniques and customer incentives to counterbalance the rising day supply. Notably, manufacturers like Nissan and Maserati bucked this trend, reporting reductions in day supply by 11% to 20%.

Utilizing Consumer Data Intelligence

The index highlights a remarkable increase in consumer data usage by dealerships, averaging roughly 2.15 million data points leveraged for tailored marketing strategies. In 2025 alone, the collection of consumer data points experienced a 24% year-on-year increase. Such depth of insight is essential, allowing dealerships to offer highly personalized experiences and decisive marketing that resonate with potential buyers.

Looking Forward

As we move toward 2026, Fullpath CEO Aharon Horwitz projects a future where digital experiences and AI agents will become cornerstones of automotive sales strategies. “The data clearly indicates a shift towards advanced digital engagement that will heavily influence consumers’ dealership selections,” he noted, emphasizing the need for automotive businesses to innovate continuously in their digital approach.

Methodology

The insightful data presented in the Fullpath Auto Intelligence Index is compiled from the Fullpath Customer Data Platform, which aggregates anonymized traffic patterns, advertising expenditures, and inventory metrics across OEMs and thousands of dealerships over the 2024-2025 period.

For our readers interested in deeper insights and data analytics, more information is available on Fullpath’s website. As the automotive industry continues to evolve, adapting to these changes will be essential for manufacturers and dealers aiming for sustained success in a digitally-driven marketplace.