The bottom line

The FTC sued and settled with a Florida dealer group that kept hiding mandatory fees after the agency warned it. The lesson: make the most prominent price in every ad the price any customer can walk in and pay, minus only government-required charges.

What happened

On October 8, 2026, the FTC filed a complaint and a proposed stipulated order against Greenway Auto Group, which operates more than 35 Florida dealerships. FTC v. Greenway Automotive, Inc., No. 6:26-cv-02337 (M.D. Fla., Orlando Div.). The complaint names two management companies and five Orlando- and Jacksonville-area Kia and Hyundai stores.

The order takes effect when the district judge signs it. Greenway neither admits nor denies the allegations, and the settlement binds only Greenway and the FTC.

What the FTC alleged

In March 2026, the FTC sent Greenway one of 97 warning letters to dealer groups. The FTC alleges Greenway responded by adding “all-in price” banners to its websites while it kept hiding fees. According to the complaint, Greenway:

• Charged buyers an average of more than $3,350 above the advertised price in over 92% of transactions.
• Added administrative, dealer, delivery, and processing fees on top of the advertised price.
• Charged a $2,495 reconditioning fee on at least one used vehicle.
• Charged first-time customers a “loyalty fee” of about $995.
• Required an add-on package costing $2,295 or more on new vehicles at some stores but left it out of the advertised price.
• Based advertised prices on rebates and discounts that not all buyers qualified for.
• Inflated license, title, and registration charges.
• Withheld reviewable copies of deal documents until after the sale.
• Mailed fake prize notices promising cash and discounts it did not honor.

No court has found these allegations true.

What the order requires

Greenway and its officers, employees, and agents are subject to the following terms:

• Total Price first. Whenever Greenway states any amount a consumer may pay to buy, finance, or lease a vehicle, it must disclose the Total Price clearly and conspicuously as the most prominent item. The Total Price includes every mandatory fee and excludes only government-required charges.
• A high bar for “clear and conspicuous.” The disclosure must stand out by size, contrast, and placement; be unavoidable online; appear in both the audio and video portions of an ad; and match everything else in the ad.
• No misrepresentations. Greenway may not misrepresent costs or terms, vehicle availability at the advertised price, whether fees, products, or financing are optional, whether the consumer authorized a charge, the amount of any charge or tax, or prize terms.
• Third-party safe harbor. Greenway avoids liability for a third party’s ad if it gives the third party the Total Price, asks it to display that price most prominently, does nothing to contradict the request, and takes all steps within its control to ensure compliance. The order requires “all steps,” not just reasonable ones.
• Compliance. Greenway must distribute the order to managers and staff for 5 years, file a sworn compliance report at one year and report structural changes for 10 years, and keep ads, pencils and four-squares, deal documents, consumer communications, and complaints for 5 years. The FTC may demand documents and depositions and may pose as customers without notice.