Gavin Newsom's potential 2028 presidential aspirations are becoming increasingly visible, with "Gavin 2028" buttons appearing at his events and allies openly discussing his national ambitions. However, the California governor faces a significant political hurdle: the perception of his home state.
During a recent tour across South Carolina, a state that will host the Democratic Party's first presidential primary, voters and activists alike acknowledged that California's image as a bastion of modern liberalism could be a liability. This sentiment was echoed by a 78-year-old Democrat who expressed concern that Newsom's California roots would make it difficult for him to appeal to the entire country, particularly voters in the South.
Newsom's team recognizes the challenge, acknowledging that "California derangement syndrome" is a real phenomenon. Historically, California has produced several failed presidential contenders. Newsom's potential rivals, such as Pete Buttigieg from Michigan and Josh Shapiro from Pennsylvania, may be perceived as better positioned to attract moderate and independent voters crucial for a presidential victory.
Despite these potential headwinds, Newsom has not shied away from his interest in the presidency. He indicated the possibility of announcing his decision before the end of the year, noting the rapid pace at which exploratory activities seem to be unfolding. His current tour, dubbed the "take it back tour," focuses on states in the Deep South, where he criticizes former President Donald Trump and his allies for what he describes as rollbacks of civil rights. The tour included stops in Alabama, South Carolina, and North Carolina.
Newsom's message in South Carolina heavily emphasized direct confrontation with Trump. He criticized Trump's business dealings, his administration's actions regarding the National Guard in major U.S. cities, federal immigration enforcement, and efforts to restrict mail-in voting. Newsom characterized Trump as "ruthless" and determined to "steal" elections, urging Democrats to respond with equal determination.
Republican activists have also targeted Newsom, focusing on his association with California. The Republican chairman of Dorchester County described Newsom as an "extreme Democrat" and protesters held signs like "Wrong Coast" and "Clean Up Your State First," expressing a desire to avoid Newsom "california[ing]" South Carolina.
Newsom's team, however, argues that he is adept at countering criticism of California on a national level. Newsom has a history of engaging with conservative media, debating Florida Governor Ron DeSantis, and serving as a prominent surrogate for President Joe Biden's campaign. Newsom himself views California not just as a liability but as an opportunity, believing he can reframe the narrative around the state in 2028. He points to California's progressive policies under his leadership, such as expanded healthcare, paid sick leave, a higher minimum wage, protections for abortion access, and aggressive climate and gun control laws, as potential selling points for Democratic base voters.
California remains the nation's most populous state and a global economic powerhouse, despite criticisms regarding its high taxes. The state's population has also shown growth following a dip during the COVID-19 pandemic.
While some South Carolina voters expressed reservations about Newsom's California ties, others were drawn to his celebrity status. The 58-year-old governor was noted for his charismatic presence. However, some, like the 78-year-old Democrat from Summerville, suggested he still needed to demonstrate more substance beyond his polished image.