In this paper, we use the middle-out perspective to analyze the diffusion of electric cars and plug-in hybrids in Swedish rural areas and small towns. In Sweden, electrification of the transport system is a priority, particularly in car-dependent rural areas. However, the transition to electromobility mainly takes place in major urban areas. To understand the dynamics of the transition to electrified transport and identify how it may be facilitated, we identify top actors, bottom actors, and middle actors and analyze how middle actors exert influence. Our case study is based on in-depth interviews with civil servants who work with energy and transport issues in rural areas throughout Sweden and with representatives of energy companies and government agencies. We show that three middle actors are important: municipalities, local energy companies, and local car dealers. The municipalities and local energy companies mainly exert influence by knowledge diffusion and by contributing to projects such as charging infrastructure development. The car dealers are examples of middle actors who could play a central role by influencing consumers, but who currently often obstruct electric vehicle diffusion. We find that the support of top actors is very important for middle actors to be able to facilitate diffusion of electric cars and plug-in hybrids. Municipalities are in a unique position to use their knowledge, local networks, and sideways and upwards connections to strengthen the agency and capacity of citizens and small businesses (bottom actors). However, as small Swedish municipalities often have limited resources, long-term support from government agencies (top actors) is crucial. As middle actors are so important for the diffusion of electric vehicles, especially in the rural context where market forces are weaker than in the urban context, national policy for electrification of transport should support them.