MADISON, Wis. -- The sales of hybrid vehicles are higher here in Madison than anywhere else in the Midwest.

At one local dealership, hybrid sales make up nearly 28 percent of all new vehicle sales, including trucks and nearly 45 percent of car sales. Compare that figure to 114 Toyota dealers in the Upper Midwest region, which includes Wisconsin, Illinois, Minnesota, Indiana and Michigan, whose hybrid sales make up less than 15 percent of total new vehicle sales, according to Smart Motors.

But why are the hybrids becoming such a popular choice in Madison? Many said it has to do with the city's history of environmentalism.

While gas prices reaching astronomical figures often prompts many people to begin looking for some fuel efficiency, which is one of the hybrid's selling points, some of Madison's drivers said that they think the local popularity of hybrids stems from the mindset of many area residents, WISC-TV reported.

People won't hear much of an engine sound from Niels Wolter's new car. The hybrid vehicle's hum is like music to Wolter.

"I've got solar panels in my house. I use less energy to heat and cool my house than most people," he said. "I'm out there looking to do what I can do energy wise and environmental wise, and for me, the next step was a Prius.

"So I'm kind of an energy geek," he said.

Madison car dealerships said that the area is becoming a hotbed for those in the market for a hybrid.

"The hybrid cars for Honda have been incredibly popular, especially here in the Madison area," said Keith Toman, sales consultant for Zimbrick Honda. "We're very environmentally aware, environmentally conscious community. The influence of the university I think plays a role in that."

"What you see is people coming in, they already know a lot about the car. It's just a question of packages. You don't have to sell them on the car. The car sells itself," said John Dolan of Smart Motors.

Amanda White is executive director of Madison's Community Car program, where 65 percent of its vehicles are hybrids.

"It's a little bit of a shock when you come up to a stoplight and the engine turns off, and its completely silent," she said. "I think our members speak for us. We have 720 happy members of Community Car who are saving sometimes thousands of dollars on car expenses and feel great about driving hybrid, fun cars."

Wolter said that he believes he's helping the environment by driving his vehicle.

"I like to call my car my Climate Change Machine, and so this one will make me feel a little bit less guilty," he said.

WISC-TV auto expert Matt Joseph said that drivers in the market for a hybrid should think about where and how they'll be driving the vehicle. He said the hybrid's technology is best utilized when driven in denser, city environments and not when people are driving more on the highways.

Local hybrid enthusiasts even have a Madison Hybrid Group, with members holding meetings every other month to just talk about their vehicles. The next meeting is Saturday at 10 a.m. at Culver's on Todd Drive in Madison.