Clare Ambrosino: Let’s stop chasing shadows and seize the moment

Clare Ambrosino is a Communications Consultant and was a Conservative Parliamentary Candidate in last year’s General Election.

I first came across Elon Musk in 2011, fresh out of university and writing an essay on capacity building projects in Africa.

My research led me to a relatively unknown entrepreneur with an intriguing name. Together with his cousins, Elon Musk had co-founded SolarCity, a project aimed at revolutionising sustainable energy by harnessing solar power from the Sahara Desert to fuel Europe, and he was seeking EU funding. Even then, Musk struck me as someone who saw the world differently—a relentless problem-solver unafraid to challenge convention.

Fast forward to today, and Musk is simply “Elon,” a name synonymous with innovation and one that sparks a dreamy look in the eyes of every tech wannabe. From Tesla’s electric cars to SpaceX’s interstellar ambitions, his ventures have reshaped industries, earning him immense influence globally.

Now, Musk has gone from reshaping industries to stirring up headlines in Westminster. The rise of Reform UK has been supercharged by his endorsement—a move that has lit up WhatsApp groups, dinner party discussions, and front pages alike.

Musk’s ventures, for all their brilliance, also reveal a tendency to overstep boundaries—nowhere more evident than in his recent foray into this political arena. While his business acumen is indisputable, his commentary reveals naivety and impulsiveness. Take his now-infamous suggestion that the King call a general election—a remark showcasing a striking misunderstanding of Britain’s constitutional norms.

Whether Musk’s latest post on X, declaring that Farage “does not have what it takes,” signals a permanent cooling of his enthusiasm for Reform’s leader or not, his involvement raises deeper questions. Is this a natural evolution of his influence, or an unsettling shift in tech moguls’ roles in democracy? For better or worse, Musk’s presence is reshaping the conversation—and ignoring it isn’t an option.

Personally, I have never been convinced by the romance between Musk and Reform, as it is questionable whether the party’s values truly align with Musk’s own views, particularly on immigration. Reform members may be enticed by promises of change (and cash), but it is evident the party’s leadership hasn’t fully considered the cost of such an endorsement. For a party so heavily defined by a single policy, one would expect its vision to be crystal clear. Yet the Reform leadership has yet to comment on whether, like Musk, they support more immigration to power growth.

Musk has been a vocal advocate for expanding the H-1B visa program, calling it “a hill I’m willing to die on”. His support for visas reflects his belief that bringing in top talent from around the world is essential for economic growth. Ironically, this seems more aligned with the Conservative Party’s long-standing support for a market-driven approach to immigration, which focuses on attracting skilled workers, be they engineers or scientists, to help drive industry and technology forward. Kemi Badenoch, a child of immigrants and a qualified engineer, epitomises the values Musk claims to champion. She is the type of engineer Musk has celebrated.

The issue of Tommy Robinson has already driven a significant wedge, costing Farage Musk’s endorsement early in their political courtship. This raises a pivotal question: how many more contentious issues will Musk be prepared to champion, and how many additional cracks will form in their tenuous alliance? The future of this partnership is precarious, with each new disagreement threatening to push them further apart.

Musk’s recent withdrawal of support for Farage also highlights a fundamental weakness within Reform: a party built on the personality of an individual rather than on policies or solutions. Musk may view the party’s leadership as interchangeable, however the reality is quite different—Reform UK, much like Ukip or the Brexit Party before it, was built entirely around Farage’s persona and charisma. Without him, the party risks losing its very foundation.

Farage’s success stems from his ability to position himself as a relatable “everyman,” as I explored in my 2015 essay Any Man Politics: Will the New Breed of Political Comedians Convince the Electorate? ,which focused on figures like Nigel Farage —relatable, plain-talking characters who claim to understand the frustrations of the public. Farage positioned himself as the anti-politician, railing against elites while navigating the same elite circles he critiqued.

What made Farage particularly compelling, even then, was his mastery of media. With each pint-in-hand soundbite delivered with charm, Farage has always known how to craft an image that resonates. Farage continues to use media and light entertainment to engage with the public and hone his image. However, the danger of this approach lies in its superficiality. Personality-driven politics thrives on slogans and quick fixes, often glossing over the complexities of governance. These movements burn brightly but rarely endure.

Reform UK feels like another iteration of this pattern. Its surge in membership demonstrates the power of personality but, as Corbyn’s Labour showed, membership alone doesn’t win elections.

Reform’s rise is siphoning off those on the hard right who would rather defect than work from within.

The defections to Reform might alarm the Conservatives, but they also present an opportunity to recalibrate—not by chasing Reform further right, but by reclaiming the centre ground and broadening their appeal.

When I stood as a Conservative candidate in 2019 in Easington, the reddest seat on the Red Wall, Brexit Party supporters believed that only they could defeat Labour, arguing the Conservatives would be stealing their votes. Throughout the campaign, Farage paraded triumphantly through the constituency with his big Brexit Party bus – confident that momentum was fully behind them. Ironically, it was the Brexit Party that siphoned votes away from the Conservatives and had they not stood, the Conservatives would easily have won that seat.

This underscores a critical point: the electorate, even in places like Easington, ultimately preferred a more centrist party with the potential to lead in government. The Conservative Party should resist the temptation to pander to Reform and instead focus on presenting itself as the party which offers a better future for all.

The Conservatives are strongest when they offer more than personalities—when they present a vision. As one of the oldest parties in the world, it has shaped modern politics, championing free-market policies under Margaret Thatcher, advocating reforms like women’s suffrage and same-sex marriage, whilst preserving traditional institutions like the monarchy. Now, at a crossroads, it faces a choice: chase Reform’s shadows and risk irrelevance or seize this moment to reclaim its true conservative values.

Reform’s rise is an opportunity to shed the disaffected and build a centrist, forward-thinking party that resonates with modern Britain. By pivoting to a reinvigorated vision, it can rebuild its appeal—not just with traditional blue voters, but with key demographics that share its aspirations.

Equally crucial is communication. Conservatives must effectively deliver their message, competing with figures like Farage, who excel at connecting with audiences. By engaging in light entertainment and producing podcasts, the party can showcase its leadership. Badenoch, in particular, should amplify her visibility—not just as a leader but as someone who connects with the public.

The Tories must communicate that having a home and building a family are not just aspirations, but attainable realities. By focusing on genuine solutions and communicating them effectively, the Conservatives can solidify their legacy as the party shaping Britain’s future.

Reform may spark temporary fascination, and endorsements from donors and tech entrepreneurs come and go, but it is the Conservatives who have the legacy and platform to provide lasting answers and a vision for generations to come.

The post Clare Ambrosino: Let’s stop chasing shadows and seize the moment appeared first on Conservative Home.