The moderates in secret meeting at Steam hotel

The Moderat leadership is criticized internally for poor communication – something that, according to Aftonbladet’s information, they are trying to solve with a new specially established service.

On Thursday, the entire party gathers for a meeting at an exclusive hotel in Västerås.

– Much is about curbing the internal criticism. We allow ourselves to be overtaken by the Sweden Democrats, says a heavy M source.

The big moderate meeting is held at the Steam hotel in Västerås, the media is not allowed to attend. Local politicians, members of parliament, party leadership, ministers and Prime Minister Ulf Kristersson are expected to attend.

According to information to Aftonbladet, the official purpose is a start-up for the political autumn – but in parts of the party it is seen more as a crisis meeting.

The moderates have government power but are not gaining ground in public opinion. On the contrary, the party has stopped at around 20 percent and is sometimes below the Sweden Democrats in opinion polls.

– People talk about “the happy 20 percent party” internally, says a heavy M source.

Loses power if escape does not end

The party leadership is very aware of the crisis in numbers and has drawn up a plan for how voters who have fled will return. The plan was presented during a party meeting in Umeå last fall. The party leadership, led by deputy party secretary Martin Borgs, then aired their concern that M is losing in big cities and among women.

– We must reverse the trend in the big cities if there is to be a moderate government even after 2026, Borgs said in an interview with Aftonbladet.

The party leadership’s plan immediately created contradictions in the Moderates. The criticism, which still remains, is that liberal proposals aimed at attracting big-city voters scare off rural voters. Examples mentioned are policies in the climate area such as wind power and car-free inner cities.

Second on the ball

Another headache for the party leadership is communication problems. An M source tells Aftonbladet that there is a perception within M that things are going well in several policy areas – including legal policy and migration policy. The big problem is that communication does not work outwards.

The party has been repeatedly overtaken by the Sweden Democrats, who, according to the source, are perceived as more on the cutting edge. An example that is mentioned is the communication about reduced fuel tax last year where SD was lightning quick to take the credit and get the news out on their social channels, despite the Moderates’ work on the issue.

– A moderate-led government delivers – but we are still second on the ball when it comes to getting the information out. We allow ourselves to be overrun because we do not have the skills internally, says the source.

The moderates will now appoint a new position, specially designed to work with attracting voters back before the next general election. The new position has the title “operational manager” and will work at the national organization.

Dissatisfaction with new manager

Aftonbladet’s source states that the announcement of the position has been received with surprise internally. Appointing yet another manager, who must also have the same duties as the deputy party secretary already has, is perceived as wasteful and misprioritised.

– We have become far too boss-heavy. No one understands why we should have another one. It costs a lot of money and takes resources. We could have hired political secretaries or communicators instead.

According to Aftonbladet’s information, Martin Borgs and Siri Steijer, who is Ulf Kristersson’s press manager, will give a speech at the moderates’ meeting. According to the M source, this is seen internally as a way of trying to deal with the internal criticism and dissatisfaction with the communication.

– The party leadership feels that there is an underlying criticism. They have basically been forced to say something that calms the critics, says the M source.

Aftonbladet has applied for Martin Borgs and Siri Steijer. Steijer refers to the Moderates’ press department. Press manager Amos Friedman writes in a text message that the meeting is internal and that there is no opportunity for interviews. “The party gathers at regular intervals so that representatives from different levels can meet and exchange experiences”.