Cameron sought to rebrand the Conservatives, embracing an increasingly socially liberal position, and introducing the "A-List" to increase the number of female and minority ethnic Conservative MPs.

Hague, assisted by Davis, stood in for Cameron during his paternity leave in February 2006.

In June 2008, Davis announced his intention to resign as an MP, and was immediately replaced as Shadow Home Secretary by Dominic Grieve; Davis' surprise move was seen as a challenge to the changes introduced under Cameron's leadership.

With the onset of the Great Recession leading to the Labour government under Gordon Brown taking the blame from a worsening economic climate, soaring unemployment and the expenses scandal, the Conservatives made significant gains in the local and European elections in 2009.

Following the 2010 general election, Cameron became prime minister at the head of a coalition government between the Conservatives and the Liberal Democrats, as no party had gained an overall majority in the House of Commons for the first time since the February 1974 general election.