FTC Secures Settlement with Auto Dealership Group in Price Transparency Win for Consumers

The Federal Trade Commission today announced Greenway Auto Group has agreed that its price advertisements will prominently include the actual price a consumer must pay for a vehicle, excluding only charges the government requires consumers to pay, to settle the Commission’s lawsuit alleging the company advertised prices that were thousands of dollars below what it actually charged.

In addition to requiring price transparency and prohibiting deceptive prize mailers, the proposed order prohibits specific misrepresentations, including whether charges, fees, taxes, products or services are optional or required and whether any type of or source for financing is required.

“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. “Consumers can’t make informed choices when the actual price is hidden. Price transparency is critical to a properly functioning market and is a top priority for the Trump FTC.”

According to the complaint, Greenway inflated the amount it charged the overwhelming majority of consumers by tacking on to the advertised price mandatory fees, packages and penalties that cost consumers thousands.

The complaint alleges Greenway charged consumers more than $3,350, on average, over the advertised price in over 92% of transactions. The fees Greenway allegedly imposed on top of the advertised price included so-called administrative fees, dealer fees, delivery fees and processing fees. Greenway’s advertised prices at times also allegedly reflected conditional rebates and discounts available only to a subset of consumers.

In addition, the FTC alleges Greenway lured consumers into dealerships with scam mailers representing that recipients had won thousands of dollars in cash prizes that could be collected at a Greenway dealership, but the prizes were not real.

In a March 2026 letter, the FTC’s Bureau of Consumer Protection warned Greenway about its misleading advertising practices, advising the company to ensure that the “price consumers see in advertising is the actual price they will pay.” According to the complaint, however, Greenway responded by adding false assurances of price transparency to their websites while continuing to advertise vehicles for thousands less than their actual prices.

The Commission continues to promote price transparency across several markets, including grocery delivery, rental housing, sports and concert ticketing as well as auto sales and leasing.

The Commission vote authorizing the staff to file the complaint and stipulated final order was 2-0. The FTC filed the complaint and stipulated final order in the U.S. District Court for the Middle District of Florida, Orlando Division.

NOTE: Stipulated orders have the force of law when approved and signed by the District Court judge.