I'd say Jeff Gordon isn't liked mainly because there are so many Dale Earnhardt fans and everyone from the south likes Earnhardt. So when Jeff Gordon started breaking Earnhardts records those fans didn't like it and felt threatened that their favorite driver in Earnhardt might not be the best still and when Dale Jr. came along all of this just added to Gordons dislike because he would beat junior at the super speedways such as talladega. Also Gordon has been known as a cry baby and many don't like him because of that.
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Most NASCAR fans don't like Jimmie Johnson for one of several reasons:
1: His last name isn't Earnhardt.
2: He drives for Hendrick Motorsports.
3: He's associated with Jeff Gordon, who old school Earnhardt fans don't generally like.
4: He's dominated NASCAR for the last several seasons, and NASCAR fans hate it when someone does better than their favorite driver.
5: Some people perceive his crew chief, Chad Knaus, as a cheater due to past rules violations, regardless of the fact that over the course of time almost every crew chief is found to have broken some kind of rules violation either intentionally or unintentionally.