The Winston Cup garage at Phoenix International Raceway was packed with people. Crews worked under car hoods. Fans jockeyed for glimpses of Dale Earnhardt Jr. Sponsors hobnobbed with team owners. And reporters scurried for interviews.

In the midst of the organized chaos a few weeks ago, Brian France began walking to the officials’ hauler. He took only a few steps before sensing trouble. Roaring at him was the No. 7 light blue car driven by Jimmy Spencer.

The 6-foot-2 France deftly sidestepped the Dodge just in time to avoid the headline: “Veteran Driver Runs Over NASCAR’s New Chairman of the Board.”

France chuckled. Nah, it wasn’t a real brush with death — just another unexpected moment in running the multibillion-dollar empire his grandfather William H.G. France started in 1947, and one his father, Bill France Jr., brought kicking and screaming into the 21st century.

Now it’s Brian’s turn to be in the driver’s seat — Sept. 13, Bill Jr. handed him the keys to NASCAR.

Brian does not plan to let the empire idle on its merits as the No. 2 most-watched American sport behind the NFL. He hopes to steer the empire to greater heights, which include broadening the fan base at home (most notably among Hispanics and African-Americans) and around the world.

He recently went to London to discuss international strategy.

Before that, he went to Mexico City to explore the possibilities. He said he certainly noticed the attendance figures — some 300,000 — at CART’s recent Mexico race.

“Everybody knows my motto is ‘We’re going to make progress,’ because I love this sport,” Brian France said. “I’m not here just because of my last name.

“But I know I have job security, and I’m going to use it to be aggressive, but smart. I don’t want to get out on the diving board too far.”

In the next breath, the only son of Bill Jr. added, “But Bill (Brian calls his father by his first name) did say, ‘You’ll have to get results, or we’ll make a change.'”

Bet on it.

Said longtime NASCAR troubleshooter Jim Hunter: “Brian has probably been fired more than any other NASCAR employee in history. That’s the truth.”

Like the time Brian thought his father had left NASCAR headquarters in Daytona Beach, Fla. It was about 3 p.m. and Brian got on the public-address system. Imitating his father’s gruff voice, he told the employees they had done a good job and could go home early.

Only Bill Jr. had not left.

“Over the years, Brian’s skin has gotten about 4 inches thick,” Hunter said, chuckling.

Over the years, Brian also has learned a lot from the man who took over NASCAR in 1972, when it was still primarily a Southern sport and only a year into a new title sponsorship with R.J. Reynolds Tobacco Co.

At the time, Bill Jr. was 38, and many thought he could not handle the job. The same thing is happening with 41-year-old Brian, because some think he hasn’t been around the competition enough.

All Brian has done is spearhead a record $2.6 billion TV deal and the record $700 million new title sponsorship with Nextel, help start the NASCAR Truck Series, help create the $10 million Research and Development Center and bring the marketing and licensing arms of NASCAR into the big time.

“I’m not sure if this is a perfect analogy, but in kids baseball, it seems like most of the time the coach’s kid is always the one who pitches or hits the home run,” driver Steve Grissom said.

“The same thing with this deal with Brian taking over. He may not be as old. But look how much experience he’s got. He’s always grown up around racetracks. He’s heard what his dad has said and his granddad. He’s picked up on that, and I think NASCAR is in pretty good hands.”

Brian shares his father’s passion for the sport. Often he rides his scooter throughout the motor-home sections of the track, talking with fans.

“Sports is emotional — about moments that people remember,” Brian said. “That’s why all of us work for NASCAR. That’s why we’re in sports. People really look forward to the weekend to watch the races. And I do, too.”