Steve Hilton, a Republican candidate for California governor, staged a promotional event Thursday at a gas station in the Central Valley city of Sanger, offering fuel at $3 per gallon — significantly lower than the usual $5.69 — as part of his campaign to draw attention in a state that has not elected a Republican to statewide office in two decades. Hilton, a former adviser to British Prime Minister David Cameron and a naturalized U.S. citizen, used the stunt to illustrate his policy proposal aimed at reducing fuel costs by expanding oil production and rolling back environmental regulations.
Hilton’s campaign, widely seen as a long shot against Democratic nominee Xavier Becerra, a former Biden administration official, has relied heavily on unconventional and attention-grabbing tactics to overcome his trailing position in the polls. At the gas station event, the first 150 customers were able to purchase up to 12 gallons at the discounted price, with Hilton’s campaign covering the difference. Standing beside the pump, Hilton wore a shirt emblazoned with “$3 Gas Is On Me” and explained his plans to a small crowd, emphasizing savings for California drivers.
“This is a preview of what you’ll get when I’m governor,” Hilton said, outlining cost savings with a marker on a whiteboard. He encouraged voters to “Vote, everybody. You’ve got to vote or you cry out costs with Steve Hilton for governor. Just try it.”
Hilton, who moved to California in 2012 and entered politics after a career that included being a Fox News host and entrepreneur, has also leveraged social media and experimental videos generated using artificial intelligence. His campaign has included a provocative ad titled “Just Try It, California” that features two women with a Pride flag, with one challenging the other to vote Republican. The ad drew national coverage but also prompted other Republicans to distance themselves.
The candidate’s retail-focused approach is atypical for California gubernatorial races, where campaigns usually rely on television advertising and large rallies. However, for Republicans in the state, spectacle and novelty have become essential to gain visibility, as demonstrated by previous candidates’ unusual tactics, such as the use of a live bear in 2021 and viral ads in past years.
Democrats have criticized Hilton’s focus on deregulation as a cause for reducing fuel costs, pointing instead to factors such as President Donald Trump’s policies and the geopolitical tensions stemming from the war in Iran, which influenced global oil prices. Becerra’s campaign has described its candidate’s more subdued and listening-focused approach, contrasting it with Hilton’s more confrontational style.
Later Thursday, Hilton announced plans to overturn California’s ban on flavored tobacco products, holding a can of Zyn nicotine pouches and pledging that his proposed Office of Fun and Freedom would address such measures. Though the announcement drew a small in-person crowd, a video of the event posted on social media quickly garnered widespread attention, underscoring Hilton’s continued use of digital platforms to expand his reach.
Supporters at the gas station event, including local pastor Jacob Zailian, expressed hope that Hilton’s policies would address high living costs and stalled infrastructure projects such as the state’s high-speed rail. Still, with polls showing a wide gap between the candidates, Hilton remains an underdog in the November election.