A £4m park and ride bus scheme has begun operating between junction 25 of the M5 and Taunton in Somerset.
The aim is to tempt drivers to stop parking in the town centre by offering a cheaper alternative on the bus.
A return ticket costs £1.70 with buses running every six minutes at peak times and every 10 minutes off peak.
Councillor Anthony Trollope-Bellew said: "Somerset County Council has invested over £4m to reduce the growth of traffic congestion in Taunton."
The park and ride site is on the A358 just off junction 25 of the M5.