Fullpath, an automotive AI and Customer Data Platform, released the inaugural Fullpath Auto Intelligence Index, a recurring benchmark of AI-driven sales outcomes, automotive dealer demand, vehicle inventory velocity, and integrated consumer data in North America, revealing critical shifts shaping how OEMs and dealers plan, market, and sell vehicles heading into 2026.
In 2025, artificial intelligence emerged as a significant driver of online engagement for automotive dealerships. Large language models (LLMs) became major referral sources, directly influencing car shoppers seeking detailed information about specific dealerships and vehicles. LLM-driven visits to dealership websites saw steady growth throughout the year, with a notable 43.03% month-over-month increase occurring in September. This trend highlights how AI-powered tools are reshaping how consumers research automotive options and how dealers engage with potential buyers.
Dealer website traffic remained consistent year over year, increasing 2.5% in 2025, according to the Fullpath Auto Intelligence Index. While overall traffic held steady, several brands saw significantly higher online engagement, underscoring the growing importance of digital strategies in automotive retail. Mercedes-Benz led all OEMs with traffic up 111.09%, followed by Volkswagen at 48.67% and Hyundai at 31.68%. Notably, brand-level performance varied significantly, indicating that consumer demand is increasingly influenced by the quality of OEM digital experiences.
Day supply levels across OEMs rose approximately 1.85% year-over-year, signaling a modest deceleration in inventory turnover from 2024 to 2025. This trend may necessitate more targeted inventory management or incentivization strategies in the upcoming year. Exceptions to this trend include Nissan and Maserati, which experienced marked reductions in day supply ranging from 11% to 20%.
On average, each dealership leveraged around 2,149,759 consumer data points, enabling highly granular personalization and targeted marketing strategies. Fullpath Auto Intelligence Index also shows a 24% increase year-over-year of consumer data points collected. The depth and breadth of these insights underline how sophisticated consumer data integration remains a cornerstone in driving smarter, AI-enhanced automotive sales and marketing execution heading into 2026.
“By 2026, digital experiences and AI agents will be central to automotive operations and sales,” said Aharon Horwitz, CEO & Co-Founder of Fullpath. “Consumer data shows a clear, upward shift toward digital engagement and advanced marketing influencing their dealer choices.”
