In episode 3, 'One Tough Customer,' Dale Earnhardt faces challenges from a younger crop of drivers who are beginning to challenge his reign as he pursues an eighth championship. Additionally, the increasing demands of his career create tensions within his family, complicating his personal life while he chases an elusive Daytona 500 win.

Episode 3 highlights the complicated family dynamics as Dale Earnhardt's fame and fortune grow. His children begin to follow in his footsteps on the track, which adds complexity to the family relationships. The episode explores how the pressures of Dale's career and his pursuit of further success affect his family life.

The episode covers Dale Earnhardt's massive success in the 1990s, including his pursuit of an eighth Winston Cup title and his long-awaited Daytona 500 win in 1998. It also summarizes the transition in NASCAR as new drivers, including family members, emerge on the scene.

Besides Dale Earnhardt, the episode features his children who are starting their own racing careers, as well as the younger generation of drivers challenging his dominance. The relationship with team owner Richard Childress, who played a significant role in Dale's career, is also part of the broader narrative of the series, though specific focus in episode 3 is more on the family and emerging drivers.

Episode 3 depicts NASCAR's evolution by showing the sport's transition as new, younger drivers emerge to challenge Dale Earnhardt's dominance. It reflects on how the racing landscape is changing in the late 1990s, with Earnhardt's pursuit of an eighth championship occurring amid this generational shift.