I feel as though the problem lies in the drivers themselves. In the heyday of NASCAR it was good ole boys who the average fan could relate to and see them types at the local short tracks. Now, their mostly all multi millionaire pretty boys with the noses up real high riding around in jets and luxury RV's Add to that, the fact that they mostly act politically correct and don't want to ruffle feathers as to not upset any sponsors you end up with a bland product. Seems like most guys are just happy to be in the "club" and once they get there they all play nice to stay there. When's the last time we saw a true bump and run to win the race?
I think NASCAR is like other sports in that people like watching racing just like they enjoy watching football, but people PAY to go see the stars of the show. I think most people want to see an entertaining product but they want to see their favorites too. I'll go watch a high school football game and love it but I'll pay to see guys like Tom Brady or Peyton Manning play. I think it's the same with racing, I'm a fan of almost all types of motorsport, but I'll pay to see guys like JJ, and the Busch bros because there the best at what they do. Its just that a lot of these guys are vanilla and don't show the personality like they used to, it's all corporate now. The rivalries are mostly lame, heated words get exchanged and that's about it because everyone's buddy buddy and they don't want to lose their spot in the "club".
My suggestion is NASCAR needs to let these drivers be themselves more. No more fining them for saying things contrary to the company line, if they don't like something in NASCAR then let them say, it I want to hear it. The other thing I would do is make an even bigger point total for winning. Say maybe a 10 point gap from 2nd to 1st, so the guy in 2nd can really have a reward for getting the win. 3 point difference is not enough for a guy to consider dumping the leader. I feel like if the drivers had more personality that they could show, it would attract more fans to come see them. If drivers are gunning for the wins more and being more outspoken I think it will go a long way in promoting the main asset of NASCAR, the drivers.
Anyways, that's my take. End rant