The utility offers demand-side management programs specifically for customers with plug-in electric vehicles (PEV). Participants in selected PEV demand-side management programs respond to demand response (DR) requests by the utility by reducing PEV load or shifting the time of day that the PEV is being charged. Enrolling in a demand-side management program allows the customer to respond in different ways to the DR request by utility. Whenever a DR request is initiated, the utility notifies PEV customers enrolled in applicable utility PEV demand-side management programs to encourage action. The customer can choose from a variety of notification methods (e.g., pager, e-mail, text message on cell phone, web page).