He has no equal when it comes to making people talk about him and his brand. Experienced like an old wolf in the media exercise and squatting on the sets almost daily, Michel-Édouard Leclerc once again put his feet in the dish on Thursday by paving the way for a future in politics. “I think about it all the time,” he said on LCI, before specifying that he was “not yet a candidate for Bercy”. “I think about it when I shave,” he slipped mischievously.
Two months before the European elections, will “the French’s favorite boss” appear on a list? “I’m not excluding anything, I want to be socially useful and if I can help those younger than me to grow,” he replied. But perhaps Michel-Édouard Leclerc imagines a more ambitious destiny, already seeing himself as the purchasing power candidate in the next presidential election. To try to see more clearly about its ambitions, 20 minutes surveyed three political communications experts. So, Michel-Édouard president in 2027?
Bluff or real application form?
They say that the Bretons are silent. This is not really the character trait that best fits the personality of Michel-Édouard Leclerc, accustomed to shocking phrases and rants against politicians. At the head of the largest French distribution group, the native of Landerneau (Finistère) is also experienced in commercial negotiations and therefore bluffing. Like his comments on Thursday? “His message is in fact not clear and it is difficult to know what he wants,” indicates Amélie Salmon, head of the Ballast Conseil agency. We don’t know if he really wants to get involved in politics or if it’s a broader lobbying strategy that he’s been conducting for several months on behalf of his group.”
Although he had never previously mentioned his political ambitions, Leclerc’s boss still remains quite vague about his intentions. “It looks more like an appeal than an application,” says Amélie Lebreton, co-founder of the Coriolink agency. Teacher-researcher in information and communication sciences at the Catholic University of the West in Niort, Alexandre Eyries in any case found him “quite good at the exercise”. “He played Leclerc and the probability that he gets involved in politics seems realistic to me,” he assures.
Would he be credible as a politician?
If he takes the plunge, Michel-Édouard Leclerc will of course not be the first boss to get involved in politics. Before him, Bernard Tapie, Serge Dassault, Francis Mer and Charles Beigbeder changed hats with more or less success. Because being a business ace “is not a guarantee of success in politics”, according to Amélie Lebreton. “There is often this temptation among bosses to take the plunge because since they have succeeded, they think that they know better than everyone else and that their point of view is the right one,” underlines the communicator. But politics is a profession and a voter is not a consumer.”
Michel-Édouard Leclerc in any case has a few tricks up his sleeve. He is already known to the general public, unlike certain top candidates in the European elections, and accustomed to the mysteries of power. “He is an expert on the country, he is familiar with many issues and he also has a huge network and resources,” adds Amélie Salmon. But he still remains a big boss and this is one of his faults for politics. He constantly talks about purchasing power but he doesn’t have the same life as his employees either.”
In which camp would he find his place?
He calls himself “European, regionalist, Breton” and of “social democratic background”. “But social-democrat Public square or Renaissance? », asks Amélie Lebreton. It is indeed difficult to know which political party Michel-Édouard Leclerc could turn to in view of the European elections. “I look at everyone,” he assures. We need a market, I believe in regulation and the primacy of the social project and the political project.”
Alexandre Eyries would see him joining the Republican camp. “It could also work ideologically with Macronie,” believes the teacher-researcher. In any case, it will be a big win for the party that manages to attract him. With his cash talk, he could seduce some of the French. But the team that welcomes him will also have to put in place safeguards because he is a free thinker and I think he will have difficulty staying in line. »
What would he have to gain in politics?
Apart from blows, what do we have to gain in politics when we are already so powerful? By committing, Michel-Édouard Leclerc could inevitably lose popularity, and therefore damage the image of the Leclerc group. “We could criticize him for wearing multiple hats, for blurring the lines and for going into a field where he is not trained and competent,” observes Alexandre Eyries. With potentially a risk of weakening its group on a stock market level.”
“If he wins Bercy as he wishes, already admitting that it is possible, it would indeed be very risky,” continues Amélie Salmon. We could already suspect him of conflicts of interest. And that would force him to take a stand against former competitors. He would therefore have a lot to lose in this position, much less if he presents himself on a list in the European elections.” In both cases, he should still step back from his duties as CEO, at least temporarily. And he couldn’t spend his time hitting on his new friends in the mornings.