The Federal Trade Commission put a Florida dealership group’s advertised price on the docket. On October 8, 2026, the FTC filed a complaint and an unopposed motion for a stipulated permanent injunction in FTC v. Greenway Automotive, Inc., No. 6:26-cv-02337 (M.D. Fla., Orlando Division). The defendants are Greenway Automotive, Inc.; Greenway Automotive Management, LLC; and five Florida dealership entities doing business as Greenway Kia at the Avenues, Greenway Kia North, Greenway Kia East, Greenway Kia West, and Greenway Hyundai Orlando. The Commission voted 2-0. The complaint alleges Section 5 violations. The stipulated order says the defendants neither admit nor deny the allegations, except the facts needed for jurisdiction. Until a district judge signs, the order is proposed, not entered.
According to the complaint, Greenway advertises vehicles online at prices buyers cannot actually pay. The FTC alleges that in more than 92% of transactions, consumers paid more than $3,350 on average over the advertised price. The alleged add-ons include dealer, administrative, delivery, and processing fees; “reconditioning,” “inspection,” and “loyalty” charges; mandatory add-on packages the complaint says were not in the sticker; and inflated government fees. The complaint also alleges scratch-off and “winning code” mailers that told people they had won cash or a vehicle they could collect at a Greenway lot, when the pictured prizes were not real.
The timeline is the operator lesson. On March 11, 2026, the FTC’s Bureau of Consumer Protection sent a warning letter telling Greenway the price consumers see must be the price they pay, aside from required government charges. The complaint alleges Greenway then added website assurances—“The price you see advertised online is the real price,” “ZERO HIDDEN FEES,” and a “GREENWAY ALL-IN PRICE”—while continuing to quote thousands more at the desk. That sequence is pleaded as knowing continuation after notice, not a one-off listing error.
What held
Nothing is entered yet. What the parties put in front of Judge Paul G. Byron is a Section 13(b) injunction package, not a money judgment. The proposed order defines “Total Price” as the maximum total price including all mandatory fees, excluding only charges a government agency requires. If Greenway represents any amount a consumer may pay, it must disclose Total Price clearly and conspicuously as the most prominently displayed item in any visual disclosure. It also bars misrepresentations about optional versus required charges, financing conditions, and prize claims. Acknowledgments, compliance reporting, and five-year recordkeeping (including deal worksheets and unique ads) run for years after entry. No consumer redress number appears in the stipulated order the parties filed.
Who has leverage
The FTC has the paper trail it wants: dated listings, fee stacks, a March warning letter, and alleged post-letter website language that the complaint says did not match desk quotes. Common-enterprise pleading keeps the management companies and the named stores in one caption. Greenway’s counsel at Sidley Austin stipulated to the proposed order the same day the complaint was filed, which usually means the defendants chose a controlled injunction over litigating the exhibits. A judge still has to enter it. Until then, nothing binds, and Greenway has not admitted the facts in the complaint.
What changes Monday
If you advertise a price—cars, carts, or anything else—treat the number shoppers see first as the number they must be able to pay, plus only government-required charges. Mandatory dealer fees, packages, and “loyalty” discounts that most buyers cannot get belong in that headline figure, not in fine print under “Other Vehicles You May Like.” After a regulator warning, cosmetic “all-in” or “no hidden fees” banners are evidence, not a shield. Prize and scratch-off mailers that send people to a store for money they will not receive are a separate Section 5 count here. Watch the Middle District of Florida docket for entry of the stipulated order; that is the date Total Price becomes the enforceable headline for this group.
Sources: FTC press release (Oct. 8, 2026); Complaint, No. 6:26-cv-02337 (M.D. Fla. filed Oct. 8, 2026); Proposed Stipulated Order for Permanent Injunction (filed Oct. 8, 2026); Docket, No. 6:26-cv-02337 (M.D. Fla.).