This paper deals with robust feedback control for the subsidy policy for the purchase of plug-in electric vehicles (EVs) and the business model of charging stands. The controlled model has three characteristics: (1) A public institution builds the charge stands.(2) The break-even point is calculated by thinking about the maintenance cost and running cost. (3) The set value for the number of EV deployed is given. However, the model has uncertainties of parameters, is altered by the influence of the economy, and so on. Therefore, it is necessary to apply robust control logic that overcomes the uncertainties of the model. We propose that the practice of the subsidy policy is regulated by feedback control. As the control logic, we use sliding mode control. The simulation results show the advantages to a person planning an EV purchase and to the charge stand manager, and demonstrate that sliding mode control is a control logic that is effective in the social model. C⃝ 2015 Wiley Periodicals, Inc. Electr Eng Jpn, 194(1): 10-17, 2016; Published online in Wiley Online Library (wileyonlinelibrary.com).