Customers at Orlando-based Greenway Auto Group paid an average of $3,350 more than the sticker price on more than 92% of transactions, according to a Federal Trade Commission complaint filed October 8, 2026. The FTC announced that Greenway has agreed to settle the lawsuit by prominently including the actual price a consumer must pay in its advertisements, excluding only government-required charges.
The fees Greenway allegedly stacked on top of its advertised prices included administrative fees, dealer fees, delivery fees, and processing fees. Some advertised prices also reflected conditional rebates and discounts available only to a subset of consumers.
The FTC also alleges Greenway lured consumers into dealerships with mailers claiming recipients had won thousands of dollars in cash prizes, but the prizes were not real.
Not the first warning
Greenway was among 97 dealership groups that received a warning letter from the FTC on March 13, 2026, putting them on notice that their advertising and pricing practices may violate the FTC Act. According to Automotive News, the FTC said Greenway continued to promote misleading prices even after that warning.
“Truthful advertising in the auto industry is vital because purchasing a car is one of the most significant financial decisions consumers make,” said Christopher Mufarrige, Director of the FTC’s Bureau of Consumer Protection, in the agency’s announcement.
What small businesses should know
For businesses that buy cars, vans, or trucks, the practical takeaway is straightforward. Never rely on a headline price alone. Request a written, itemized out-the-door figure before signing anything, and check whether any advertised discounts depend on specific financing or eligibility requirements.
Greenway did not admit or deny wrongdoing, and the settlement does not include a payment from the company, though fines could be imposed if it breaches the FTC’s order. The proposed order still needs a federal judge’s approval before it takes legal effect.
This is the latest in a string of FTC auto-dealer actions this year. The agency has already secured a $4 million settlement against a Connecticut dealership and a separate settlement with consumer redress up to $75 million plus a $3.1 million civil penalty. On September 15, 2026, FTC staff published FAQs on price transparency to help auto dealers comply with the FTC Act. Any dealer group that received one of those 97 warning letters should be watching this case closely, as reported by NIADA.
