Johannes Hillje, a political and communications consultant, has observed a notable strategic shift within the Alternative for Germany (AfD) ahead of the upcoming state elections in Eastern Germany. According to Hillje’s analysis for the “Rheinische Post”, the strategy employed by the AfD in both Saxony-Anhalt and Mecklenburg-Vorpommern follows a distinct formula: maintaining an extremely radical program while fielding highly approachable candidates.
Hillje contrasts this approach with figures like Björn Höcke in Thuringia, whom he characterizes as a “firestarter”. Instead, he suggests that leading candidates such as Ulrich Siegmund (in Saxony-Anhalt) and Leif-Erik Holm (in Mecklenburg-Vorpommern) are cultivating images of “feel-good” accessibility.
The core of this strategy, Hillje explains, is the ability to shield radical political agendas beneath a facade of friendliness. He points specifically to Ulrich Siegmund, arguing that he is particularly skilled at projecting visible enthusiasm, geniality, and relatability. Furthermore, Siegmund is described as a media professional who effectively tackles negative press coverage on social media channels, branding it as nothing more than a fake news campaign.
Looking at the broader AfD leadership, Hillje notes that there is a growing trend, led particularly by Alice Weidel, toward adopting a more self-effacing tone. He contends that if the AfD aims to cross the 40-percent threshold, achieving this through overtly radical candidates will not be sufficient. Success, therefore, depends on fielding figures who are sufficiently “connectable” to the heart of the traditionally bourgeois center. In this view, Holm and Siegmund are tasked with breaking through the emotional barrier of this moderate center and drawing a broader base of support toward the party.
