One of France's first actions as CEO was to create a new safety rule that barred drivers from racing back to the start/finish line when under caution.

[13] During France's tenure as CEO, NASCAR's TV ratings peaked in the mid-2000s, but by 2014, they had dropped, accompanied by a 15% decrease in track attendance.

[17] On August 5, France was pulled over in Sag Harbor, New York, for driving through a stop sign and subsequently arrested for DUI and possession of oxycodone.

[19] His leave of absence officially ended in February 2019 when interim head of NASCAR, Jim France, permanently took over as CEO and chairman.

[20] In 2019, France founded and became CEO of Silver Falcon Capital, Inc., a private investment firm based in Charlotte, North Carolina.

Many fans, especially those of a somewhat older age who had gotten used to Bill France Jr.'s style of management, were not in favor of these rule changes; this caused NASCAR's ratings to drop significantly throughout the early to mid-2010s.