KEY POINTS:
Heart of the City chief executive Alex Swney is running for Mayor of Auckland City, claiming to be a serious alternative to the main contenders, Mayor Dick Hubbard and former mayor John Banks.
The flamboyant businessman, who gets around on an orange Vespa and in designer clothes, said he had the policies, energy and experience to lead the country's largest council.
"It's generally acknowledged that until now it's been a two-horse race, but people obviously want a better choice," he said.
Mr Swney's entry to the mayoral race was flagged by the Herald 11 days ago but kept under wraps by Mr Swney and his team, which includes former Citizens & Ratepayers Now councillor Greg McKeown and Stop the Eastern Motorway campaigner Terry Gould.
It is not clear what effect he will have on the contest. A Herald-DigiPoll survey a fortnight ago put Mr Banks on 43.2 per cent, Mr Hubbard on 37.4 and adult entertainment businessman Steve Crow a distant third on 7.9.
Local government expert Graham Bush said he did not think Mr Swney would make much of a difference, saying he had no record in local government, no party backing and his image in central Auckland would not carry him across the rest of the city.
Nine candidates indicating they were standing for mayor made it harder for a new face to split the two-way contest, he said.
Mr Swney said his 10 years as Heart of the City chief executive meant he had twice the experience of one-term mayors Mr Hubbard and Mr Banks dealing with town hall and council politics. His polling showed only 20.7 per cent of Auckland City voters were satisfied with the two contenders.
"If Banksie is the answer, the question is a dumb one. Have we got such a short memory? On the left is a very well-meaning, but out-of-his-depth political novice."
Among his "substantial" policies were rates reform to take the burden off property taxes, putting a stop to water bills to pay for other council spending, reviewing the $1.5 billion revised eastern highway between Auckland City and Manukau, and championing environmentally friendly, modern public transport.
Four years ago, Mr Swney was responsible for setting up the free hybrid electric city bus service that today carries 1.25 million passengers a year.
He will launch his campaign today - with the backing of his board - and an interactive website with YouTube-type video clips.
The other mayoral candidates are first-term Labour councillor Dr John Hinchcliff, community activists Lisa Prager, Coralie van Camp and Elaine West, and retired businessman Raymond Presland.
WHO IS ALEX SWNEY?
* Age: 50.
* Lives in Herne Bay with wife Ange and two daughters.
* The couple established shoe manufacturing and retail business, Briarwood.
* Heart of the City chief executive for 10 years.
* Stood for Act in Tamaki in 1996.
* Stood for Team Auckland in Hobson ward in 2011.
* Labour voter most his life, including the 2005 election.
