NASCAR driver Dale Earnhardt Jr. “sold the most diecasts of any driver in 2011, but he needed more than one version of his car to do it,” according to Bob Pockrass of SCENEDAILY.com. Lionel NASCAR Collectibles VP Howard Hitchcock, whose company makes the diecasts, said, “There’s no denying that Dale Earnhardt Jr. is still the sport’s most popular driver from a merchandise perspective. Our sales clearly reflect that and there is consistently strong demand for any Dale Jr. car.” Pockrass noted new sponsors for drivers Jeff Gordon and Kevin Harvick “lifted their diecasts to the top of Lionel’s NASCAR individual car diecast sales in 2011.” Lionel, "in its first full year as the main supplier of NASCAR-licensed diecasts," released its top 10 list of sales for '11 (SCENEDAILY.com, 12/12).
| RANK | DRIVER | SPONSOR |
| 1 | Jeff Gordon | No. 24 AARP/Drive to End Hunger Chevrolet |
| 2 | Kevin Harvick | No. 29 Budweiser Chevrolet |
| 3 | Trevor Bayne | No. 21 Motorcraft Daytona Win Ford |
| 4 | Dale Earnhardt Jr. | No. 88 Amp Energy Chevrolet |
| 5 | Tony Stewart | No. 14 Mobil 1 Chevrolet |
| 6 | Dale Earnhardt | No. 96 Cardinal Tractor Ford |
| 7 | Dale Earnhardt Jr. | No. 88 National Guard Heritage Chevrolet |
| 8 | Tony Stewart | No. 14 Office Depot Chevrolet |
| 9 | Dale Earnhardt Jr. | No. 88 Dale Jr. Foundation/Vh1 Save the Music Chevrolet |
| 10 | Kevin Harvick | No. 29 Budweiser Military Tribute Chevrolet |
