The study of electoral competition of populist radical right (PRR) parties has mostly focused on the national and supranational levels, leaving the subnational arena unexplored. This article contributes to filling this gap by theorizing on PRR parties’ strategic behaviour in regional elections and testing the hypotheses using the Alternative for Germany (AfD) as a case study. Combining new Regional Manifestos Project data with a qualitative exploration, the article shows that the AfD has adapted to a regional frame of competition in different ways. While its radical conservatism on cultural issues is cross-regionally homogenous, the positions in other dimensions do significantly vary across Länder, revealing a mix of economically rightist and leftist positions as well as a mix of national and regional identity appeals. The latter are combined with differentiated and conflictive competential demands. These findings pave the way for a more ambitious research agenda on PRR substate competition, which so far has been limited by the lack of comparable data.
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