On the Dash:
- The FTC alleges Greenway charged consumers an average of more than $3,350 above advertised prices in over 92% of transactions.
- The proposed order requires advertised prices to include all charges except government-required charges and prohibits misrepresentations about fees, financing and optional products.
- The FTC says Greenway continued allegedly misleading pricing practices after receiving a March 2026 warning letter.
On October 8, the Federal Trade Commission (FTC) announced that the Orlando-based Greenway Auto Group agreed to a proposed order addressing its vehicle advertising and sales practices, after the agency alleged the dealership group advertised prices thousands of dollars lower than what consumers actually had to pay.
The proposed order requires Greenway to include prominently in its advertised prices the actual amount consumers must pay, excluding only charges the government requires. The FTC filed the complaint and stipulated final order in the U.S. District Court for the Middle District of Florida, Orlando Division, and the order will have the force of law once a district court judge approves and signs it.
According to the complaint, Greenway charged consumers more than $3,350 over the advertised price, on average, in over 92% of transactions. The fees Greenway allegedly imposed included administrative fees, dealer fees, delivery fees and processing fees. Additionally, the complaint alleges that some advertised prices reflected conditional rebates and discounts available only to a subset of consumers, and that mandatory fees, packages and penalties inflated the amount Greenway charged most consumers.
Order limits misrepresentations
Beyond the pricing requirement, the proposed order prohibits specific misrepresentations about whether charges, fees, taxes, products or services are optional or required. It also covers financing representations, including whether any type or source of financing is required.
The proposed order also bans deceptive prize mailers. The FTC alleges that Greenway sent mailers telling recipients they had won thousands of dollars in cash prizes, which they could collect at a Greenway dealership, even though the prizes were not real.
Warning letter preceded the action
In March 2026, the FTC’s Bureau of Consumer Protection warned Greenway about its advertising practices in one of the warning letters it sent to 97 dealership groups, advising the company to ensure the price consumers see in advertising matches the price they will pay. According to the complaint, however, Greenway responded by adding false assurances of price transparency to its websites while it continued advertising vehicles for thousands of dollars below their actual prices.
Christopher Mufarrige, Director of the FTC’s Bureau of Consumer Protection, said truthful advertising is vital in the auto industry because buying a car is one of the most significant financial decisions consumers make. He noted in a statement that “consumers can’t make informed choices when the actual price is hidden.” Meanwhile, the Commission continues to promote price transparency across several markets, including grocery delivery, rental housing, sports and concert ticketing and auto sales and leasing.
Notably, the Commission voted 2-0 to authorize staff to file the complaint and stipulated final order. Dealers should review advertised vehicle prices, mandatory fees, conditional discounts, financing disclosures and prize promotions to ensure they comply with applicable requirements.
