Johannes Hillje, a political and communications consultant, has observed a new strategic direction adopted by the AfD (Alternative for Germany) as it prepares for upcoming state elections in Eastern Germany. Hillje noted that the electoral formula being used in Saxony-Anhalt and Mecklenburg-Vorpommern is characterized by pairing a radical political agenda with decidedly agreeable candidates.
He highlighted this as a significant shift within the AfD’s Eastern branches. For context, he contrasted this with figures like Björn Höcke from Thuringia, whom he describes as a “firestarter”. Instead, he characterizes the top candidates for Saxony-Anhalt, Ulrich Siegmund, and for Mecklenburg-Vorpommern, Leif-Erik Holm, as “feel-good figures”.
According to Hillje, the overall strategy is to package overtly radical politics beneath an attractive public facade, presenting it with a friendly smile. Siegmund, in particular, has proven to be a media professional who excels at projecting demonstrably good humor, enthusiasm, and approachability. Furthermore, he is adept at managing negative press coverage on social media, often branding it as a coordinated fake news campaign-a tactic that appears to be having an impact.
Expanding his analysis to the party leadership, Hillje pointed out that the AfD-especially figures like Alice Weidel-is increasingly relying on self-deprecating public tones. He concluded that achieving the goal of surpassing the 40% support mark will not be possible with openly radical candidates alone. Instead, the party must employ figures who are deemed “accessible” reaching out deep into the moderate, bourgeois center. As a result, Siegmund and Holm are intended to dismantle the emotional barriers of the moderate center, thereby bringing support toward the AfD.