How Motor City Buick GMC Achieved a 57x ROI with Fullpath Audience Activation

AI is completely transforming the way modern consumers approach making a major purchase. Modern shoppers looking to buy a vehicle are typically well-researched, price-aware, and quick to disengage the moment something about the buying experience feels off-target or irrelevant. Savvy dealerships looking to meet shopper expectations and hold on to their market need to ensure they have the tools to do it in a way that actually speaks to the needs and preferences of their shoppers.

Fullpath Audience Activation gives dealers exactly that. By unifying fragmented data across multiple dealership’s data sources including the CRM, DMS, website, and more, Fullpath creates complete, real-time shopper profiles that fuel automated, hyper-personalized email and SMS campaigns. Every message is generated based on each shopper’s most recent behaviors and preferences, and their stage in the buying journey. Fullpath’s AI is always on, working in the background to engage every lead and customer in the dealership’s CRM with relevant content without adding to the team’s workload.

At Motor City Buick GMC, putting the shopper at the center of every engagement is a real priority.  The dealership partnered with Fullpath’s Audience Activation to put their data to work and, in just a few months, saw big results that positively impacted their bottom line.  From March to May of 2026, the dealership successfully generated over half a million dollars in attributed sales, and reached a 57.59x return on investment (ROI), showing the true importance of data-driven engagements in the era of AI. 

Engagements That Demand Attention

One of the clearest signals of a healthy marketing strategy is whether shoppers actually engage with the content they receive. From March to May 2026, Motor City Buick GMC leveraged Fullpath to successfully reach 59,754 unique shoppers with over 505,000 highly personalized emails. Those emails achieved a 47.9% open rate, reflecting the impact of AI-driven personalization on shopper attention.

The engagement didn’t stop at opens. The dealership’s email campaigns successfully drove 582 leads in the same three month time period, a direct result of the campaign content built around each shopper’s individual context, instead of a one-size-fits-all message.

SMS Campaigns That Drive Action

For many dealerships, text message marketing is where generic outreach fails fastest. With Fullpath’s Audience Activation in place, Motor City Buick GMC sent over 6,000 highly personalized SMS engagements in just 3 months. These messages achieved a 22.09% click-through-rate (CTR), generated 172 SMS leads, and closed 21 SMS attributed sales.

A Funnel Built to Close

The quality of the leads produced by Fullpath’s Audience Activation showed up clearly in the dealership’s close rate. From March to May 2026, Motor City Buick GMC saw 658 total attributed leads to the platform, resulting in 106 closed sales at a 16.11% close rate. Because shoppers had already been engaged with relevant, personalized content before they ever reached the sales team, they arrived further along in their decision-making process, making the sale a natural outcome.

Fixed Ops Never Gets Left Behind

The service lane is a major profit center for any dealership. Fullpath Audience Activation ensures service stays top of mind for dealership customers by including AI-powered service campaigns designed to bring the shopper into the dealership. By sending timely, personalized service reminders and information, Motor City Buick GMC generated 999 service leads in 3 months, resulting in nearly 900 service repair orders. This demonstrates that truly activated dealership data can successfully drive revenues across the entire dealership operation. 

“Before Fullpath, our retention marketing had a very blanket approach,” shared Christopher Arias, Digital Marketing Mgr. Fixed Ops & Variable at Motor City Buick GMC & Motor City Lexus of Bakersfield. 

“We were often sending the same message to everyone, or building campaigns around what we thought were the right follow-up points. Fullpath helped us take our retention marketing to another level. By using the right customer signals, we’re now able to send the right message to the right customer at the right time. It has made our communication more relevant, more personalized, and more effective.

For us, Fullpath has become an important part of how we connect with customers, drive retention, and make our marketing more intelligent.”