Dale Jr ruffles some Darlington feathers.

Dale Earnhardt Jr was not the most popular man in town by the end of Sunday's Mountain Dew Southern 500 at the Darlington Raceway after a typically tenacious drive from the No.8 Budweiser Chevy saw 'Little E' get closer than he wanted to several of his rivals who were none too impressed.

In NASCAR's hardest test of mental and mechanical toughness, the Southern 500, emotions and tempers often rise along with the prestige of one of the Winston Cup's most famous and revered races. The unforgiving nature of the 1.33-mile Darlington Raceway means that a single error can sent you or an opponent spinning hard into the wall and on Sunday Dale Earnhardt Jr became something of a menace in a way not unlike his late father.

Ward Burton grabbed the headlines Sunday afternoon, winning the 52nd annual Southern 500 for Bill Davis Racing and Dodge. Jeff Gordon increased his lead in the Winston Cup point standings by finishing second, followed by reigning Winston Cup champ Bobby Labonte. However despite finishing only 14th, Dale Earnhardt Jr. and the No. 8 Budweiser team also made a number of their own headlines.

Racing for third place with two laps to go Dale Jr was taken out in a wild multi-car crash triggered when Jeremy Mayfield spun alongside the No.8 machine in a move that sent Dave Blaney hard into Earnhardt Jr and the outside wall and at least five other cars into the wreckage. Thankfully no-one was injured and Dale Jr. was able to finish on the lead lap, limping the crumpled and smoking remains of the Bud car across the finish line in 14th place.

Starting 18th, the Bud team suffered through a day that was like a cheap Saturday afternoon matinee: they laughed, they cried, they cheered, they booed... as they went from a potential top-three finish with the Bud Chevy to pushing a smouldering heap of metal after a late-race crash as they were coming toward the white flag lap.

Racing for 500 miles on the tough Darlington track creates the seemingly endless roller coaster of emotions, as the team was able to launch Dale Jr. into the top 10 with a brilliant pit stop on lap 78, and then watch the car's handling turn evil and drop back to 25th place in a matter of a few moments. The team managed to stay on the lead lap, climbing back into the top 20, only to drop seven spots in two laps when caught behind lapped traffic.

Adjustments made during several mid-race pit stops began to pay off in the final 100 laps of the event, and Dale Jr. became one of the fastest cars on the circuit. The key moment came on lap 359 (of 367), when a yellow flag brought many of the top 10 cars into the pits. The Bud team opted to stay on the track, and it looked as if it would pay off. When there was another yellow flag with less than 10 laps to go, NASCAR opted to stop the race rather than let it finish under the caution flag. Once it was restarted for a wild dash to the cash, the overheating car of Dale Jr. passed Ricky Rudd for fourth place and was challenging Jeff Gordon for third when Dave Blaney made it three-wide going into the first turn. Blaney was unable to control his car on the apron of the track, sliding up into Dale Jr. and starting a multi-car crash that damaged a wide assortment of once-beautiful race cars.

In addition to the penultimate lap dramas, NASCAR also warned Earnhardt Jr about his on-track conduct after spinning Hut Stricklin inside the first 70 laps and then Stacy Compton on lap 191 that resulted in the retirement of the No.92 Dodge. Several other scrapes and rubs with fellow drivers forced NASCAR into warning Dale Jr that a potential penalty could ensue unless he gave his opposition a chance. Both Compton and Stricklin had some unsavoury words for Junior at races end.

The man himself however was more concerned about losing valuable points in the closing laps and falling to seventh in the NWC drivers standings saying, "I guess I'm more disappointed than pissed-off about that crash. I mean, we coulda finished third on a day when we struggled and fought and scrapped for every position. Dave Blaney is one of the best guys - one of the best people-- out there, but he made it three-wide where ya just can't do it. I almost saved the car, and I even came to a stop and started rolling again when the 40 car (Sterling Marlin) blasted into me. It knocked my hands clean off the steering wheel. It looked like a fireworks show trying to make it around that last lap, sparks and smoke and stuff flying off...

"I really disagreed with NASCAR stopping the race (with less than 10 laps to go). I know the fans like it, but every time they stop a race like that, half the field ends up getting crashed. Our car was overheating while we were stopped, and I just wanted to go to the house...

About driving 500 miles at a track that is not his favourite: "You try not to crash or spin out in every corner. I am amazed anyone can finish 500 miles without crashing. I'm out there slipping and sliding lap after lap after lap, and I feel so stranded. I feel like Tom Hanks on the island (in the movie "Cast Away"). You know - all alone. 'Help! Somebody save me! Anybody!'"

About contact with the 92 car of Stacy Compton: "Man, I did not think he was going to go three-wide there. I left him room: but only enough room for two-wide."

Watch Dale Earnhardt Jr. as he becomes the first race driver ever to appear on the MTV Music Video Awards Thursday evening from New York City. Earnhardt will present an award during the live telecast begins at 8 p.m. Eastern time.