That one is tricky. If you want to write someone who comes of as a jerk without people hating him, there are some tricks. (Which ones work for your character may vary and there may be more tricks i'm not considering)
1)make him/her funny. Is harder to hate someone who makes you laugh. That is why Eric cartman from southpark is popular despite being a huge jerk.
2) show his kindness trough his actions. For example, he may be tactless with how he treats people, but. If for example, he risks his life/reputation to help another. This can show his hidden heart of gold and how deep down, he cares about others.
3)make him/her learn some lessons. Maybe the character will learn about some prejudices he/she had. Or get the character humilliated when he/she deserves it.
4) direct his/her cruelty to someone who deserves it. He/she may be a jerk. But when that sarcasm, zazzyness or mockery is directed against a villain or a jerk worse than him, that savagery becomes enjoyable.