Republican Steve Hilton, a British-born former Fox News host, is campaigning across California in an effort to unseat Democratic frontrunner Xavier Becerra in the November gubernatorial election. Hilton, who arrived in the state in 2012 and became a U.S. citizen in 2021, is leveraging a vigorous statewide outreach strategy that includes visits to all 58 counties, from rural Modoc County to coastal San Luis Obispo and the Central Valley.
Hilton, 57, has adopted a populist approach, criticizing California’s bureaucratic regulations and high cost of living. His campaign highlights issues such as reducing vehicle registration fees, lowering energy bills by rolling back climate policies, and targeting a gas price of $3 per gallon. He also promises to eliminate income taxes on earnings below $150,000. Known for his distinctive style—wearing T-shirts with slogans and cowboy hats—Hilton uses social media and provocative ads to capture attention, including a controversial commercial featuring two women in a candlelit room that sparked mixed reactions across the political spectrum.
Despite his efforts, Hilton faces long odds in the state, which has not elected a Republican to statewide office in two decades. Democrats now outnumber Republicans almost two to one, and Becerra maintains a significant lead in polls. A recent UC Berkeley Institute of Governmental Studies survey showed Becerra with 58% support among likely voters compared with 33% for Hilton. The poll identified the cost of living and opposition to former President Trump’s policies as the top concerns among Californians.
Becerra, a former U.S. Health and Human Services secretary and California attorney general, keeps a relatively low profile, focusing on urban areas and agreeing to only one debate with Hilton. His campaign criticizes Hilton for his association with Trump, arguing that the former president’s unpopular policies in California—such as immigration crackdowns and withholding wildfire relief funds—have alienated many voters. The Becerra campaign portrays Hilton as closely tied to Trump and Fox News, challenging Hilton’s attempts to appeal broadly to the electorate.
Hilton has sought to balance the endorsement he received from Trump with efforts to distance himself from the former president’s more controversial actions. He has promoted himself as a candidate concerned with local issues rather than Washington politics. California Republican Party chairwoman Corrin Rankin expressed confidence in Hilton’s campaign, blaming Democrats for the state’s problems and highlighting his grassroots efforts.
Within the Republican base, opinions on Hilton’s candidacy are mixed. Some conservatives praise his policy proposals and detail-oriented economic plans, while others, particularly in rural counties, express frustration over his wealthy background and Trump endorsement, which some say diminish his appeal. The division was evident in the primary, where Hilton overtook his rival, Riverside County Sheriff Chad Bianco—who viewed Trump’s backing of Hilton as a liability.
The political environment in California remains challenging for Republicans due to the state’s demographic makeup and prevailing political attitudes. Still, Hilton’s campaign seeks to tap into widespread dissatisfaction with the high cost of living, housing shortages, and other longstanding issues, urging voters to “try something different.” Whether this strategy will resonate sufficiently to overcome the state’s Democratic advantage remains to be seen as election day approaches.