We propose an incentive-based traffic demand management policy to alleviate traffic congestion on a road stretch that creates a bottleneck for the commuters. The incentive targets electric vehicles owners by proposing a discount on the energy price they use to charge their vehicles if they are flexible in their departure time. We show that, with a sufficient monetary budget, it is possible to completely eliminate the traffic congestion and we compute the optimal discount. We analyse also the case of limited budget, when the congestion cannot be completely eliminated. We compute analytically the policy minimising the congestion and estimate the level of inefficiency for different budgets. We corroborate our theoretical findings with numerical simulations that allow us to highlight the power of the proposed method in providing practical advice for the design of policies.(c) 2022 The Author(s). Published by Elsevier Ltd on behalf of European Control Association. This is an open access article under the CC BY license ( http://creativecommons.org/licenses/by/4.0/ )