When Nissan was doing the Z store promotion the individual stores acted like private sellers with the restored cars. It depends on how the dealership got the key. If it was a factory purchase then they should have to sell it at retail. If one of the owners was keeping the key for value then all bets are off. There is a dealer ship in Denver who has a brand new numbered 96TT that you can buy from the dealership for value. Although the owner of the dealership does not try to auction the car in the dealerships name.
I do agree however that using the company name is a little thin.