Bill France, Jr. helped transform NASCAR from a family-based regional sport into a billion-dollar worldwide enterprise. AP

NEW YORK (AP) -- For Bill France Jr., it was never about fame or fortune. Everything he did -- helping build Daytona International Speedway, moving the annual awards banquet to New York City and negotiating the first billion-dollar TV contract -- he did with NASCAR's best interests at heart.

His decisions weren't always popular, and they often rankled competitors. With his sharp tongue and an iron fist, France never wavered, pushing NASCAR beyond its small-time Southern roots into a nationwide billion-dollar conglomerate.

Diagnosed with cancer in 1999, France had been in poor health for much of the last decade. He died Monday at his Daytona Beach, Fla., home. He was 74.

"He had a remarkable career and an even more remarkable life," said his son, Brian France, who replaced him as chairman in 2003. "Words cannot express how much he'll be missed by myself and the rest of our family and by the NASCAR industry overall."

Fiercely protective of the family business during his 31 years as NASCAR chairman, France earned a well-deserved reputation as a benevolent dictator. He was in charge -- like it or not -- as he quickly reminded dissenters. And when the arguing ended, even his harshest critics agreed NASCAR would be the better for France's efforts.

"I've never seen anyone who could strike the balance that Bill did. He knew exactly what he wanted to accomplish and rarely compromised, yet always made it a point to be fair," said team owner Rick Hendrick. "We've lost a strong leader, a visionary businessman and a truly amazing person."

Monday afternoon, the Nextel Cup series was racing at Dover International Speedway, and officials there lowered the flag to half-staff in Victory Lane in France's memory.

"There's not enough words to describe what he's meant to this sport and what he's done for it," said two-time series champion Tony Stewart. "I guarantee it's the biggest loss in racing since Dale Earnhardt, and it's probably bigger."

Dale Earnhardt Jr., a third-generation NASCAR star, called France's passing a "profound loss for the sport."

"He's the one probably most responsible for the state of our sport today," NASCAR's most popular driver said. "He's one of those giants, very intimidating to me. I didn't know him well, but my dad was close with him. And I know that made my dad very proud to get close to someone that not a lot of others did."

France's last public appearance was Feb. 12 in Daytona Beach, where NASCAR's top names gathered to "Roast and Toast" him at the Bill France Hot Dog Dinner.

Even there, especially there, he called the shots.

His toasters were gently reminded to avoid any harsh roasting. France did not speak during the dinner but received guests from his seat on the banquet floor.

In between bites of his beloved Pulliams hot dog -- he was notorious for his love of the franks from Winston-Salem, N.C., -- he uttered his standard response when asked how he was doing.

"I'm on the right side of the grass," the irascible France said, "and there aren't any roots growing out of my ass."

That acerbic wit was a staple of his autocratic tenure.