The Dealer Public API is designed for server-side use. Generate the API key in DealerMAX, store it as a backend secret, then call catalog.dealermax.app from your server, build pipeline, or BFF.

1. Get a dealer API key

1. Open DealerMAX as the dealer account.
2. Go to the DealerMAX UI label Dealer Connect / API pubblica (Public API).
3. Generate or regenerate the key and store it in a secret manager.

Send the key with X-Api-Key whenever possible. The API also accepts Authorization: Bearer <key> for clients that are built around bearer credentials.

2. Call the read-only API

{service} selects the catalog: REWIND is used vehicles for sale, NOS is used vehicles for rent without scoring, and NLT is Noleggio Lungo Termine (long-term rental offers).

curl "https://catalog.dealermax.app/dealer/REWIND/listing?page=1&page_size=20"   -H "X-Api-Key: $DEALERMAX_API_KEY"

Equivalent bearer form:

curl "https://catalog.dealermax.app/dealer/NLT/listing?page=1&page_size=20"   -H "Authorization: Bearer $DEALERMAX_API_KEY"

3. Fetch dealer content

DealerMAX also exposes dealer-ready editorial content for custom frontends. The content subsystem includes /dealer/content/hub, /dealer/content/search, and typed listing/detail endpoints for faq, news, glossary, guides, videos, and podcasts.

curl "https://catalog.dealermax.app/dealer/content/guides/listing?q=garanzia&page=1&page_size=10"   -H "X-Api-Key: $DEALERMAX_API_KEY"

The listing response uses the same paginated envelope pattern as the other public read surfaces:

{
  "content_type": "guides",
  "page": 1,
  "page_size": 10,
  "total": 1,
  "has_next": false,
  "q": "garanzia",
  "filters": { "topic": null },
  "meta": {
    "dealer": {
      "name": "Demo Motors",
      "primary_domain": "demo.example"
    }
  },
  "items": [
    {
      "id": "42",
      "slug": "garanzia-legale-veicoli-usati",
      "topic": "garanzia",
      "title": "Garanzia legale sui veicoli usati",
      "h1": "Garanzia legale sui veicoli usati",
      "meta_description": "Guida DealerMAX pronta per il sito del dealer.",
      "excerpt": "Una guida chiara per spiegare garanzia legale e coperture.",
      "body_text_preview": "Testo introduttivo della guida...",
      "url": "/guide/garanzia-legale-veicoli-usati",
      "updated_at": "2026-06-25T00:00:00Z"
    }
  ]
}

4. Backend/BFF example for Node.js

import express from "express";

const app = express();
const baseUrl = process.env.DEALERMAX_BASE_URL || "https://catalog.dealermax.app";
const apiKey = process.env.DEALERMAX_API_KEY;

app.get("/api/inventory", async (_req, res) => {
  if (!apiKey) return res.status(500).json({ error: "missing_api_key" });

  try {
    const upstream = await fetch(`${baseUrl}/dealer/REWIND/listing?page_size=20`, {
      headers: { "X-Api-Key": apiKey },
    });

    const contentType = upstream.headers.get("content-type") || "";
    const payload = contentType.includes("application/json")
      ? await upstream.json()
      : { error: "upstream_non_json", status: upstream.status };

    res.status(upstream.status).json(payload);
  } catch {
    res.status(502).json({ error: "dealermax_unreachable" });
  }
});

app.listen(3000);

5. Python backend example

import os
import httpx

api_key = os.environ["DEALERMAX_API_KEY"]
base_url = os.getenv("DEALERMAX_BASE_URL", "https://catalog.dealermax.app")

with httpx.Client(timeout=20) as client:
    response = client.get(
        f"{base_url}/dealer/NLT/listing",
        headers={"X-Api-Key": api_key},
        params={"page": 1, "page_size": 20},
    )
    response.raise_for_status()
    offers = response.json().get("items", [])

Rules that matter

• Never ship the API key in public browser JavaScript.
• Retry only safe GET requests, and respect Retry-After.
• Cache responses on your server when rendering high-traffic pages.
• Use the canonical OpenAPI contract: catalog.dealermax.app/dealer/openapi.json.
• Keep this portal bookmarked for policy and SDK updates: https://developers.dealermax.app/api.