‘We are not electable’: Liberal president’s scathing assessment of its party after Aston by-election

Liberal Party president Greg Mirabella has admitted the party has a serious brand problem after its crippling loss in the Aston by-election.

Liberal Party president Greg Mirabella says the party is being crippled by a major brand problem that has made it unelectable.

In a scathing assessment of Saturday‘s shock Aston by-election defeat, Mr Mirabella told members Victorians had sent the party a very clear message.

It was the first time in a century a federal government won a seat from opposition at a by-election.

“In the last 12 months the people of Victoria have made it perfectly clear that we are not electable,” he said.

“I think the major problem remains: us. Brand Liberal.”

The comments came in an email to members in which Mr Mirabella lamented the loss of the seat of Aston, which was formerly held by Alan Tudge, to Labor‘s Mary Doyle.

Labor's Mary Doyle snatches historic victory in the 2023 Aston by-election. Picture: ABC

He again repeated his public praise for Liberal Candidate Roshena Campbell who he said “worked night and day, and gave it her all.”

“We must better understand the nature of how the electorate perceives Brand-Liberal, because we need to urgently begin the process of repositioning.

“This will not be a quick process, and we need to be doing it in conjunction with the Federal Executive, but we must start.”

Mr Mirabella said the party had commissioned detailed research to better analyse the by-election loss.

Liberal party candidate Roshena Campbell campaigning at Lysterfield Primary School with Liberal party leader Peter Dutton. Picture: David Crosling

In December Mr Mirabella ruled out a formal review into the party‘s disastrous 2022 state election campaign.

“We had comprehensive reviews after the 2014 and 2018 state losses, and I’ve been briefed on the 2022 Federal loss review as well,” he said at the time.

“Several of the campaign staff have spent the past week analysing the old reviews, as well as the ALP’s own review from 2019.

“As you might expect, so many of the “lessons” are the same, and so many of the recommendations seem to remain unimplemented.”

He ultimately concluded a relentlessly negative campaign had failed to win over voters who struggled to accept former leader Matthew Guy as a credible alternative to Daniel Andrews.

Mr Mirabella is facing a potential challenge for his presidency.