The paper reconstitutes the electoral history of the mayoral election in São Paulo from 1985 to 2004. Outcomes are explained stressing the importance of two inter-related variables: party strategy and voter's preference. The main winners are the rightist (PDS-PP) and the leftist (PT) parties. However, the leanings of the voters located at the center of the distribution explain the final outcome and the alternation of victories between right and left from 1988 up to 2000. The 2004 election points toward a deeper and clearer division between two distinct blocks: the center-right led by PSDB and the left led by PT.
mayoral election; São Paulo; party strategy; voter's preference
