Tories ‘have shaken off image problem in North but more to do’

Speaking to the Yorkshire Post at a lunch of lobby journalists in Westminster, the Prime Minister said his party has “made some progress” in areas such as West Yorkshire under his leadership and claimed it “does not have a North/South problem” any longer.

The Tories scooped a string of marginal seats across West Yorkshire and the North West in 2010 to become the largest party in Government – but will need to improve on that showing in 2015 to secure their first outright election victory in more than 20 years.

Despite Labour’s recent poll surge, Mr Cameron insisted the Tories can still secure the votes they need by better selling their message to voters in the North.

“I think we’ve made some progress in the North of England,” he said. “I think the last election, particularly in the North West and West Yorkshire, was pretty positive.

“I don’t see our problem particularly as a North/South problem.”

The Prime Minister said people understand the difficulties facing the country, but need to be convinced the Government is working to improve their quality of life as well as the wider economy.

“I think what people hear is a rather hard, technocratic message,” he said. “They’re not hearing – and perhaps this is our fault – enough about why this matters; who we’re doing this for; how we’re going to help people with their aspirations.

“People are finding it very tough... They worry about what the future holds. They want a greater sense that we are going to fix that stuff for them, as well as trying to fix the big stuff for the whole of the economy.

“And the further you get away from London, the more that argument counts. So that’s the real challenge for us – but I think it’s one that’s absolutely achievable.”