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In the aftermath of the CDU's leadership election, the party is now tasked with rebuilding and returning to its core themes of economy and growth. Friedrich Merz, the new top candidate, employed a strategic campaign that emphasised his political agility, craftsmanship, courage, and resilience to position himself as a steady and capable leader.
The surfing metaphor was a central part of Merz's campaign, symbolising his ability to navigate political waters with skill and grace. This metaphor, coupled with the broader narrative of craftsmanship, highlighted his detailed policy expertise and methodical approach. It also conveyed a sense of courage and resilience, portraying him as unafraid to face difficult challenges and setbacks.
The aim was to counteract the weakened state of the CDU and improve its electability by presenting Merz as both a stabilising force and a visionary reformer. However, while Merz secured the CDU's leadership and the chancellorship in the 2025 election, his electoral results were mixed. The CDU won the most seats but achieved its second-worst result ever, signalling limited voter enthusiasm and challenges in regaining broad support.
The strategic emphasis on craftsmanship and resilience may have solidified core supporters but struggled to fully counteract voter drift towards parties like the far-right AfD. Internal coalition difficulties and political compromises have also clouded the picture of Merz's leadership and impacted the CDU’s standing.
Despite these challenges, Merz has shown courage by adjusting migration policy, a move that has been met with great outcry. His focus on the economy is evident in his concrete proposals, such as a 5- or 10-point plan and an "immediate program" for government participation. Merz is also regarded as the most transatlantic competent among the candidates, particularly in English.
The CDU's campaign has been conventional and technocratic in nature, addressing the conservative SPD clientele. However, it remains unclear whether the narrative "We make the economy strong" will be enough to win votes from AfD supporters. The CDU has avoided discussing migration, as it polarises and strengthens the fringes.
In personal terms, Merz is a family man with three children and seven grandchildren, but the emotional connection with the people is missing in the campaign. Merz has avoided verbal slip-ups during the campaign, unlike some previous incidents.
In summary, Merz's strategic use of the surfing metaphor, craftsmanship, courage, and resilience framed him as a capable, steadfast leader during a time of upheaval. However, the mixed electoral results and ongoing political challenges indicate that the CDU still faces significant hurdles in regaining broad support and restoring full party unity and voter confidence.
[1] Source: [Link to the source 1] [2] Source: [Link to the source 2] [3] Source: [Link to the source 3] [4] Source: [Link to the source 4] [5] Source: [Link to the source 5]
Politics and general news: The election campaign of Friedrich Merz, the new CDU top candidate, emphasized his political agility, craftsmanship, courage, and resilience to present himself as a steady and capable leader. However, winning over voters from parties like the far-right AfD is proving challenging, and internal coalition difficulties have clouded the picture of Merz's leadership. ([1], [2], [3], [4])
Policy-and-legislation: Merz's focus on the economy is evident in his concrete proposals, such as a 5- or 10-point plan and an "immediate program" for government participation. ([5])
