We consider a provider of electric vehicle charging that operates a network of charging stations and uses time-varying pricing to maximize profit and reduce the impact on the electric grid. We propose a bilevel model with a single leader and multiple disjoint followers. The customers (followers) makes decisions independently from each the other. The provider (leader) sets the prices for each station at each time slot, and ensures there is enough energy to charge. The charging choice of each customer is represented by a combination of a preference list of (station, time) pairs and a reserve price. The proposed model takes thus into accounts for the heterogeneity of customers with respect to price sensitivity and charging preferences. We define a single level reformulation based on the reformulation for the rank pricing problem. Computational results highlight the efficiency of the new reformulation and the impact of the model on the grid peak.