ProMax API
A Data Exchange API exists in name only: the landing page is marketing, with no endpoint specs, auth docs, SDKs, or sandbox published. Access starts at the sales line, and per-dealership data flags plus OEM and credit-bureau enablement follow contracts.
Frequently asked questions
ProMax scores F on the API Report Card. A Data Exchange API exists in name only: the landing page is marketing, with no endpoint specs, auth docs, SDKs, or sandbox published. Access starts at the sales line, and per-dealership data flags plus OEM and credit-bureau enablement follow contracts.
Without a usable official API, teams fall back on manual exports, file drops, or one-off vendor integrations. The other option is an unofficial API layer like Supergood that automates the authenticated web app directly.
ProMax (operated by Dealer Marketing Services, Inc., founded 1994 by John Palmer in Bettendorf, IA) is a credit-driven, all-in-one front-end retailing platform for auto dealers.
Auto Dealer Management. Buyers are franchise new-car dealers, independent used-car dealers, BHPH (buy-here-pay-here) operators, and special-finance-heavy stores across the U.S. and Canada. A prospective car buyer submits a credit pre-qualification on a ProMax-built dealer website (or a Special Finance site); ProMax fires a soft pull through Equifax/Experian/TransUnion and surfaces a pre-qual offer without a hard inquiry.
6/10. ProMax publicly cites 2,000+ automotive dealerships using the platform, with a three-decade operating history and roughly 100+ verified reviews across Capterra (3.9★), G2, GetApp, Software Advice, SourceForge and Slashdot.
ProMax holds the operating record of a special-finance-heavy car dealership: every internet lead and customer record (with full contact, household, employment, income and credit-pre-qual history), every soft and hard credit pull from all three bureaus (ProMax is a VAR for Equifax, Experian and TransUnion), every desked deal (vehicle, trade, F&I products, lender shop result, dealer reserve via Lender Select, financials, signed contracts), every compliance event (OFAC, MLA, Red Flags, adverse-action notices, GLBA safeguards), every identity/income/employment/synthetic-fraud verification, every text/email/call activity, every website visitor session and equity-mining campaign, and every inventory line with cost/aging/pricing.
Mature. ProMax has been shipping since 1995 (introduced as a Special Finance solution; expanded to full front-end CRM/desking/leasing in 1998; first internet-based front-end suite in 2002; first automotive credit pre-screen in 2009).
The Data Exchange API landing page is marketing-only, no endpoint specs, protocol details, authentication mechanisms, SDKs, sandbox, rate limits or self-serve onboarding are published. API access is sales-gated through the (800) 914-8085 sales line and 'start the conversation' contact form rather than a developer portal or programmatic signup. Full sourced list under Sources below.
Common alternatives include DealerSocket (Solera), VinSolutions (Cox Automotive), Elead CRM (CDK Global), AutoRaptor, DealerCenter, Frazer. Graded alternatives appear under "More from the report card" below.
Grades measure one thing: can a customer's engineering team get their own data out programmatically? We check six things (whether a real API exists, how access is gated, data coverage, auth quality, docs and developer experience, and stability) and roll them into a letter grade. Grades get re-verified, and they only move on evidence.
Yes. Supergood maintains an unofficial ProMax API and MCP server so AI agents and internal tools can read and write ProMax data. See the ProMax integration docs at supergood.ai/docs/promax-api.