Umno president Ahmad Zahid Hamidi warns the party must rebrand and counter negative perceptions to survive and avoid “closing shop” in future elections
KUALA LUMPUR: UMNO must leave its comfort zone and take extraordinary steps to regain its dominance in Malaysian politics, says its president Datuk Seri Dr Ahmad Zahid Hamidi.
He stated the party must no longer be seen as rooted in nostalgia and must undergo a comprehensive rebranding.
This approach should also involve other parties within the Barisan Nasional coalition, he added.
“We must think about our direction not only 20 years from now, but also the fact that in about 22 months we will be facing a general election,” he said.
“Therefore, from now on, we must have good products, branding and marketing.”
Zahid warned that if voters make the same decisions as in the 2018 and 2022 elections, UMNO could face extinction.
“I fear that 20 years from now, when UMNO reaches 100 years of age, we will have to close shop,” he said.
He delivered this speech at the first anniversary dinner of the UMNO Political School (SPU).
Also present were UMNO vice-president Datuk Seri Wan Rosdy Wan Ismail and secretary-general Datuk Dr Asyraf Wajdi Dusuki.
Zahid, who is also Deputy Prime Minister, said strengthening the party involves countering negative narratives that have driven voters away.
“Even if our product is good, but external perceptions of us remain negative, UMNO will not go anywhere,” he stated.
“This perception is our collective nightmare, so we must dismantle it properly.”
On the SPU, he said its graduates are UMNO’s future leaders and young thinkers who will analyse issues and provide input to the leadership.
