Zahid Hamidi: UMNO Must Exit Comfort Zone to Reclaim Dominance

KUALA LUMPUR – UMNO President Datuk Seri Ahmad Zahid Hamidi has called on the party to step out of its comfort zone and embrace “extraordinary” measures, including a fresh intellectual approach, to regain its dominance in Malaysia’s political landscape.

Speaking at the UMNO School of Politics (SPU) first anniversary dinner on Saturday night, Ahmad Zahid emphasized that the party can no longer rely on its historical legacy. Instead, it must undergo a comprehensive rebranding and modernize its political marketing strategies to remain relevant.

“We must determine our direction not just for the next 20 years, but for the upcoming General Election (GE) which is only about 22 months away. It is mandatory for us to have a strong product, branding, and effective marketing starting now,” he said.

The Deputy Prime Minister expressed concern over the party’s future, warning that failure to change could lead to its demise. He noted that if voters continue the same trends seen in the 2018 and 2022 elections—which he described as the party’s era of decline—UMNO risks “closing its doors” by the time it reaches its centenary in 20 years.

Zahid also stressed the importance of the Barisan Nasional (BN) coalition as a whole to debunk negative narratives and perceptions. He argued that even with a good “product,” the party would struggle if public perception remained negative.

“Perception is a nightmare for all of us. We must dismantle these negative views effectively,” he added.

Addressing the role of the UMNO School of Politics, Ahmad Zahid highlighted that its graduates are the party’s future successors. They are expected to serve as young thinkers who provide critical analysis and insights to the top leadership across various sectors.

The event was also attended by UMNO Vice President Datuk Seri Wan Rosdy Wan Ismail and Secretary-General Datuk Asyraf Wajdi Dusuki.