You can still see it in the infields at Talladega or Bristol. That bright red paint, the white "E" stripes along the bottom, and those thick black "8" decals that looked like they were leaning forward even when the car was parked. For a certain generation of NASCAR fans, the Dale Earnhardt Jr car 8 wasn't just a vehicle. It was a movement. It was the bridge between the old-school grit of "The Intimidator" and the modern, mainstream explosion of the sport in the early 2000s.
But if you look at the history books, the story of that car is kind of a tragedy wrapped in a triumph. It’s a tale of family friction, corporate Budweiser millions, and a trademark battle that lasted nearly two decades. Honestly, most people focus on the wins, but the real meat of the story is why that car disappeared in the first place.
The Birth of the Bud King
When Dale Jr. first showed up in the Cup Series full-time in 2000, he wasn't just another rookie. He was carrying the weight of the Earnhardt name. His father, Dale Sr., had built Dale Earnhardt Inc. (DEI) into a powerhouse, but Senior himself still drove the black #3 for Richard Childress. The #8 was Junior’s own identity.
The choice of the number wasn't random. His grandfather, Ralph Earnhardt, had used it. It felt right. When Budweiser signed on as the primary sponsor, it was a match made in marketing heaven. That red car became the most recognizable thing on four wheels. You couldn't go to a grocery store in the Southeast without seeing Junior’s face on a 12-pack of cans.
Success came fast. Like, really fast. He won at Texas in just his 12th start, breaking his dad's record for the quickest win in the modern era. Then he won at Richmond. By the time the 2001 season rolled around, the Dale Earnhardt Jr car 8 was a frontrunner. Then, the world stopped at Daytona.
Healing a Sport
After Dale Sr. passed away in the 2001 Daytona 500, the #8 car took on a role nobody ever asked it to play. It became a vessel for grief. When Junior won that emotional Pepsi 400 at Daytona just months later—pulling off a move that looked exactly like something his father would do—it felt like the sport could breathe again.
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He didn't just win; he dominated. Between 2001 and 2003, he won four straight races at Talladega. If you were betting against the red #8 at a restrictor-plate track back then, you were basically throwing your money away. He was the "Pied Piper."
Why the Number 8 Actually Vanished
This is where things get messy. You’ve probably wondered why, when Dale Jr. moved to Hendrick Motorsports in 2008, he didn't take the #8 with him. Most fans assumed it was just business. It was actually way more personal.
Negotiations between Junior and his stepmother, Teresa Earnhardt, were famously toxic. Junior wanted majority ownership of DEI to ensure the team’s future. Teresa wouldn't budge. When he finally decided to leave for Hendrick, he wanted to take his number with him.
Teresa said no.
Well, technically, she made "ridiculous" requests, according to Junior. She wanted a piece of his licensing revenue and wanted the number back the second he retired from Hendrick. Basically, she wanted to own his identity even while he worked for the competition. Junior walked away from the #8 entirely, eventually landing on the #88. It broke a lot of hearts. People had tattoos of that stylized #8. They had rooms full of die-cast cars. Suddenly, the most popular driver in the sport was in a different number, and the #8 at DEI was handed off to drivers like Mark Martin and Aric Almirola before the team eventually collapsed and merged with Chip Ganassi Racing.
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The Trademark War and the 2024 Resurrection
For 17 years, that specific, slanted font of the #8 sat in a legal vault. Teresa Earnhardt held the trademark, and she wasn't sharing. There was even a weird moment where a Budweiser commercial honoring Junior’s retirement couldn't even show the car's number properly because of legal threats.
But things changed in June 2024. The trademark for the DEI-style #8 expired.
Teresa didn't renew it.
Junior jumped. His company, Dale Earnhardt Jr. Holdings, applied for the rights immediately. It wasn't just about selling t-shirts, though that’s a nice bonus. It was about "freeing the 8." Recently, he even got back behind the wheel of a late-model car at Florence Motor Speedway, decked out in the full Budweiser livery. The fans went absolutely wild. It felt like 2004 all over again.
The Lamar Jackson Twist
Just when we thought the drama was over, a new challenger appeared: NFL star Lamar Jackson.
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In early 2025, Jackson’s legal team filed an opposition to one of Junior’s trademark attempts. See, Jackson also uses the #8 and has a brand called "ERA 8." There was a brief period of "Are you kidding me?" from the NASCAR community.
Junior, being the chill guy he is now, didn't want the headache. He moved away from a newer version of the logo to focus strictly on the classic DEI font he reclaimed. He’s a historian now; he cares about the legacy more than the legal fees.
Key Stats of the DEI #8 Era
If you’re looking for the hard numbers that made this car legendary, here’s how the 1999–2007 run shakes out:
- Total Wins: 17 Cup Series victories in the #8.
- The Crown Jewel: The 2004 Daytona 500 victory, exactly six years after his father won it.
- Plate Dominance: Those four consecutive Talladega wins (2001–2003) remain one of the most absurd streaks in NASCAR history.
- Most Popular Driver: He won this award every single year he drove the #8.
What This Means for You Now
The story of the Dale Earnhardt Jr car 8 is finally moving into its final chapter—the one where the fans win. If you’re a collector or just a nostalgic fan, there are a few things you should keep an eye on:
- Authentic Merchandise: Now that Junior owns the trademark, expect a wave of "official" throwback gear that actually looks right. No more generic fonts or "close enough" designs.
- JR Motorsports Expansion: While Junior has said he isn't rushing to bring the #8 back to the Cup Series as an owner, the number is already a staple in his Xfinity Series team. Watch for Sammy Smith and other JRM drivers to carry that legacy forward with the iconic font.
- Late Model Appearances: Junior is still racing. He’s doing it for fun now, hitting local short tracks. If you get a chance to see him run the Bud 8 in a CARS Tour race, take it. The atmosphere is unlike anything else in modern sports.
The #8 isn't just a digit anymore. It’s a symbol of a guy who survived the impossible pressure of a famous name, lost his father on the world stage, and managed to come out the other side as the most respected voice in the garage. It took nearly twenty years to get that number back home, but honestly? It was worth the wait.
Go back and watch the highlights of the 2001 Pepsi 400. Look at how that red car sliced through the field. That wasn't just horsepower; it was something else entirely. Now that the legal battles are fading, we can finally just enjoy the history.
Next Steps for Fans: Check out the latest episodes of The Dale Jr. Download where he occasionally breaks down the specifics of the trademark acquisition. If you’re looking for vintage die-casts, ensure you’re looking for the DEI-produced models from the early 2000s for the most authentic "Bud Red" color match.