Wisconsin Rental Cars Add Public EV Charging at Airports

Renting a car in Wisconsin just got easier for electric vehicle drivers, and so did living there.

Midwestern Wheels, a rental car company operating in Appleton and Madison, has installed public EV charging stations at its airport and local branches. Anyone can use them, not just rental customers.

The company partnered with ChargePoint to install both fast and standard charging stations across multiple locations. The chargers feature technology that works with any EV connector type, eliminating the adapter hassle that often frustrates drivers.

Wisconsin has been quietly experiencing an EV boom. Since 2013, electric vehicle registrations have jumped more than 50% each year on average. But charging infrastructure hasn't kept pace, leaving gaps in smaller cities.

That's where this business model shines. Midwestern Wheels needed chargers for its rental fleet anyway. By opening them to the public, they're generating additional revenue from the same equipment.

Bill Wallschlaeger, President of Midwestern Wheels, calls it a "win-win experience." His company charges its rental fleet overnight, then earns money from public users during the day. The stations also boost brand visibility in local communities.

The Ripple Effect

This approach could reshape how charging infrastructure spreads beyond major cities. Rental car locations already exist in prime spots near airports and downtown areas. Opening their chargers creates instant public access without requiring new real estate.

ChargePoint CEO Rick Wilmer says this strategy maximizes equipment use and speeds up return on investment. The company's software platform monitors all stations remotely and provides real-time performance data to ensure they stay functional.

The stations support both quick top-ups and longer charging sessions, giving drivers flexibility based on their schedules. Locations and availability can be checked through the ChargePoint mobile app.

For Wisconsin EV owners and visitors, these stations fill a practical need in mid-sized cities where charging options remain limited. They also demonstrate how private businesses can solve public infrastructure problems while making it profitable.

More rental companies adopting this model could accelerate charging access nationwide without waiting for government funding.