For dealers

Connect your inventory to Motor Row

Motor Row imports a dealership's inventory automatically from vAuto, HomeNet, Dealer Specialties, DealerSocket, Dealer.com, a DMS export, or any spreadsheet. Cars are matched by VIN (or stock number) on every run, so prices, mileage, photos and descriptions stay current, and cars that leave your feed are marked sold.

Requires a Motor Row seller account. Dealer sign-up is opening soon: call (317) 853-6700 or use the contact form. Already have an account? Sign in and open Inventory feed in the Seller bar.

Four ways to connect

Upload a file. Drag in a CSV, TSV, XML or JSON export. You see exactly what will be added, updated and marked sold before confirming. Download the CSV template.
Automatic SFTP feed. Your inventory tool pushes the file to our SFTP drop on its own schedule (usually nightly). In vAuto: Settings → Exports → add a third-party export destination (ask vAuto support for "Motor Row" if it is not in the list) and enter the host, port, username and password shown in your Inventory feed panel. HomeNet, Dealer Specialties and most other tools have the same "add an export destination" step.
Feed URL. If your tool publishes a feed address (https, ftp or sftp), paste it and we fetch it on a schedule, every 30 minutes to once a day.
API. POST the file to https://offerlaneauto.com/api/feeds/push with your feed key:
```
curl -X POST "https://offerlaneauto.com/api/feeds/push?mode=full" \
  -H "Authorization: Bearer YOUR_FEED_KEY" \
  -H "Content-Type: text/csv" \
  --data-binary @inventory.csv
```
Add &dry_run=1 to see what would happen without changing anything. mode=full (default) means the file is your complete inventory; mode=partial adds and updates only. The response is 202 Accepted with a status_url to poll. Full description in the OpenAPI spec.

File format

Any delimiter (comma, tab, pipe, semicolon), any column order, headers in any style: "Stock #", "StockNumber" and "stock_number" all work. XML with one element per vehicle and JSON arrays work too. Excel files must be saved as CSV first.

What	Column names we recognize	Notes
VIN	`vin, vin_number`	Strongly recommended. Used to match cars between runs, and to fill in year/make/model when missing.
Stock number	`stock, stock_number, stock_no`	Used to match cars when there is no VIN.
Year / Make / Model / Trim	`year, make, model, trim (series, style)`	Required unless a VIN is present (then decoded automatically).
Price	`internet_price, selling_price, price, list_price, sale_price …`	Required. Rows with "Call for price" are skipped. Several price columns → the internet/selling price wins.
Mileage	`mileage, miles, odometer`	Numbers only; commas are fine.
Condition	`type, condition, new_used, is_new`	New vehicles are skipped unless "Include new vehicles" is on in your feed settings.
Status	`status, sold, available, in_stock`	"Sold", "Sale pending", "In transit" etc. are skipped.
Photos	`photo_urls, image_urls, images, photos — or photo1 … photo8`	Public https:// URLs separated by \| , or ; (or one URL per column). First 8 are kept, in order.
Description	`description, comments, dealer_comments, notes`	HTML is stripped. Up to 2,000 characters.
Options / features	`options, features, equipment`	Appended to the description as "Features: …".
Specs	`exterior_color, interior_color, transmission, drivetrain, engine, fuel_type, body_style, doors, certified`	Shown on the car page and in the JSON / Markdown / schema.org data.
Location	`city, zip`	Optional; defaults to your previous value or Indianapolis.

Rules

Matching: VIN first, then stock number, within your account only. A matched car is updated in place and keeps its listing URL. A matched car that was marked sold is relisted.
Full feeds mark your feed-sourced cars that are missing from the file as sold (not deleted, so their pages stay up labelled sold). Cars you posted by hand are never auto-sold. Turn this off under Settings if your tool sends partial files.
Photos are downloaded and hosted by Motor Row; unchanged photo URLs are not re-downloaded. Up to 8 per car.
Limits: 60 MB per file, 60 API pushes per hour, 2000 active cars per account.
Every import is logged (added / updated / sold / skipped, with the reason for each skipped row) under Inventory feed → History.
Listing data is published as the dealer's description and is not verified by Motor Row. See dealer terms.

For AI agents

The resulting inventory is public at /cars.json, /llms.txt, /feed.xml and through the MCP server at https://offerlaneauto.com/mcp. This page as Markdown: /dealers/feed.md.