My Electric Avenue, Scottish and Southern Energy Power Distribution's (SSEPD) project studying the impact that recharging electric vehicles (EV) may have on the local electricity network, is the first of its kind in the United Kingdom. It promises to deliver real, significant benefits on both commercial and technical levels through the engagement of customers, distribution network operators (DNO), small- and medium-sized enterprises (SME) and companies new to the electricity industry, while pushing the currently accepted boundaries of innovation.