Since the McKinley/Bryant elections, the GOP has been the party of the wealthy & White collar workers, while the Democrats were the party of the working class/ blue collar workers. This emulated the Conservative vs. labor parties of the UK.
However, Nixon realized that formula was consistently losing. The Democrats held the majority of the power between 1900 & 1970. The divide between White collar & Blue collar was disappearing. The future looked bleak for the GOP. So Nixon initiated the "Southern Strategy". Republicans appealed (gave lip service) to Conservative social values, while at the same time the Democrats became the party of Liberal Social values. It was a winning formula for the GOP.
However, Social Conservatives have realized that the traditional GOP was doing nothing more than giving lip service to their social values. The reason that the traditional GOP really wouldn't do more than give lip service to conservative social values is that they knew that these social values were just plain idiotic. They were based on mostly on medieval Religious fanatics and pure racists.
What made things worse is that air conditioning became main stream in the South. That led to massive investment - mostly by companies from liberal states, plus a mass migration of an entire generation of wealthy retirees to Florida. All his caused the economy of the South to boom as it never did before, It appeared to the people of the South that it was the GOP that was responsible for this economic boom.
It was only a matter of time before the Social Conservative rank & file realized that the GOP establishment was only giving lip service to their values. Finally, the election of an African American President outraged the racist contingency of the Social Conservative movement. It set the stage for a far right wing messiah.
Trump knew that there was a wave of outraged right wing morons waiting for a messiah - first he tested the ground by championing the 'birther movement' - pure nonsense, but it proved to him that there were millions of idiots that would believe anything that fit their agenda.
Next Trump resorted to a fascist playbook - one that had been used many times over not just by Hitler and Mussolini, but the the CIA, the State Department and private American business interests in third world countries many times over since WWII. He did ANYTHING it took to win the 2016 election, including getting help from the Russians. He was aided by an incompetent political opponent who believed that she was destined to become President, did not take Trump seriously and ran a terrible campaign. Once in office he intended to stay in office - by unleashing a violent mob to stop the certification of his 2020 political opponent.
What is fortunate for America and to the chagrin of Trump's supporters is that Trump in an incompetent boob. He didn't know what he was doing as President and certainly didn't know how to seize control of the government. His attempted coup backfired.
Now we're stuck with a divided GOP - except in that they are still united against the Democrats. The traditional GOP sees the whole Trump era as an aberration. Trump supporters refuse to give in to the traditional GOP, while being in a state of denial over Trump's failure to hold the Presidency and take dictatorial control of the government. They have lost - BIG TIME - they have yet to realize the full repercussions of that loss. They are on the defense and desperate.
Meanwhile, the traditional GOP is desperately trying to reunite their party, knowing if they fail, we'll have decades of Democratic rule.