In the reverse Stackelberg mechanism, by considering a decision function for the leader rather than a decision value in the conventional Stackelberg game, the leader can explore a wider decision space. This flexibility can result in realizing the globally optimal solution of the leader’s objective function, while controlling the reaction function of the followers, simultaneously. We consider an aggregator who purchases energy from the wholesale energy market. The aggregator acts as the leader for a group of plugged in electric vehicles (PEVs) and determines the price of energy versus consumption at each hour a day as its decision function. In the followers level, since the optimal charging strategies of the PEVs are coupled through the electricity price, the PEVs in a group are considered to cooperate in finding their Nash–Pareto-optimal charging strategy, by minimizing a social cost function. For a large number of PEVs, the cooperative cost minimization of PEVs can be modeled as a cooperative mean-field (MF) game. We propose a decentralized MF optimal control algorithm and prove that the algorithm converges to leader–follower MF $\varepsilon _{N}$ -Nash equilibrium point of the game. Furthermore, a decentralized reverse Stackelberg algorithm is implemented to achieve the optimal linear price function of the leader. Simulation results and comparison with benchmark methods are performed to demonstrate the advantages of the proposed method. Note to Practitioners —The effect of a large population of PEVs on the power grid such as overload and voltage drop is inevitable. Motivated by this, there are many research articles which propose different centralized and decentralized charging coordination solutions to address this problem. The core idea in the most of literature is: “How to IMPLEMENT a demand response (DR) program appropriately for charging coordination problem to avoid high peak load?” However, none of them propose a practical algorithm on “How to DESIGN a DR optimally by having limited information from the clients?” We propose a bilevel optimization algorithm to both design a DR program (i.e., price function) and also implement DR program to flatten the demand curve, accordingly. Another advantage of the proposed method is that the information structure of the problem is close to reality. There is no information exchange among the clients and also the utility company does not need to know the private information of the clients. The Utility Company only knows the charging profile of the PEVs in each day and broadcasts the price signal to the clients for the next day. The method is illustrated in an IEEE 5-bus system that supports our claims.