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The solution is straightforward - lower consumer electricity rates when power is cheap, and raise them when it is expensive. Consumers will naturally shift the elastic part of their electric demand to when power is cheap.

For example, charging the car when power is cheap.

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Yep. Here in Texas we have an open energy market and in most areas you get to choose your energy provider and an array of plans.

One of my co-works with a Tesla got a plan where electricity is free at night. He cranks the AC during the night and charges the car and ends up paying around $40 a month. Not bad.

If only consumers were so rational.

Laziness and complacency is the main hurdle you need to overcome. It needs to be automated.

Hey, this AC will cool your house and save you $$$. Hey, turn on this automatic switch and your car will save you $$$.

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