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Many proponents of electric vehicles espouse the benefits of using them in urban areas. The problem is that in many of those cities – like New York or Chicago – people often live in apartments or row-houses and parking is at a premium. A private garage with a plug is a true luxury. Some property developers in Manhattan are now trying to address this problem by installing charging points in the garage facilities of new apartment buildings.

Madison, Wisconsin is a fairly typical college town, a place with a fairly substantial population of people with progressive attitudes on many issues. That means it has more people who ride bikes, take the bus, walk and drive hybrids than some other surrounding areas. It's also easier to find plug-in vehicles in places like Madison than elsewhere. Madison Gas and Electric can see the writing on the wall and wants to be ready for the transition to electrification.