Drawing upon 30 years in the car business, Peter Canale recently opened Wilton Auto Park at 380 Danbury Road — with an emphasis on affordability.

"We are selling a large selection of pre-owned cars under $10,000, in the affordable range," said Mr. Canale, who renovated the building formerly owned by J.B. Sales and Service, which sold and repaired outdoor equipment and sported a John Deere tractor on the roof. "It's a great spot for a car business, right next to Splash Car Wash and across from Wilton High School. The building was renovated from top to bottom."

In Wilton Auto Park's previous incarnation, it was Ridgefield Auto Park, and then moved to temporary quarters at the former Georgetown Jeep dealership at 1039 Danbury Road — while the building at 380 Danbury Road was being remodeled.

So far, business has been "brisk," according to Andy Vasaturo, a salesman at the shop. "We've been getting parents looking for a safe, economical and dependable first car for their kids," he said. "And we have a variety of several other types of vehicles ... lots of SUVs, Jeeps, trucks, vehicles with four-wheel drive."

"Business is getting busier every day," said Mr. Canale. "This is a neighborhood place. We want everyone to feel welcome here."

Wilton Auto Park also buys preowned cars for trade-ins, offers "financing and warranties," and has a certified master mechanic on the staff, Mr. Canale said. "We also have a full detail shop."

Customers also receive free oil changes with their car purchases.

The mood is not the typical high-pressure sales environment of some car dealerships, according to Jack Foley, another salesperson. "The atmosphere is relaxed and friendly," he said. "This is a unique, family-oriented place."

Mr. Canale, a 53-year resident of Ridgefield, also owns the Valero gas station in Ridgefield and the Gulf station at 386 Danbury Road. The station offers "discounted prices" on gas because it uses cash versus credit pricing, which translates into 10 cents less per gallon if a customer pays cash, according to Mr. Canale.

Wilton Auto Park is open six days a week and Sundays by appointment, Mr. Canale said. "We've gotten customers from all over the area," he said.

Residents should also expect to receive mailers with coupons and discounts, Mr. Canale said.

Information: 203-544-8315.