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You are right about the "rank-and-file" always voting for whatever candidate the party provides irrespective of their viability or suitability for the job. The candidate who wins is the one who can sway the non-aligned moderates in the middle. So the candidate has to have something that is going to appeal to those moderates. When you look at Ford, Carter, Mondale, Dukakis, Bush Sr, Dole, Gore, Kerry, McCain and Romney they all failed to convince the moderates that they were the person who could do a better job in the Whitehouse.
I don't think that the middle rejected ANY Of those guys because of their idealogies. McCain and Romney were moderates.
Carter and Bush Sr. won once. They lost because they couldn't answer the Reagan Question- Are you better off than you were for years ago. Obama could answer that one "yes", although barely.
The GOP's best successes post Watergate were Reagan and Bush Jr., who were unapologetically conservative.
A better measure, I think, is personal likability. Forget idealogy, who would you rather go have a beer with?
So honestly, I could see the GOP winning with a very right wing candidate if he's likable and the Democrats run a shrill, 70 year old woman. Not that I want that to happen, but I could see it.