Yet in a country with a painful history of codified racism - apartheid - where white South Africans make up just 7% of the population, the DA is struggling to shake off an image as a party of rich whites and prove it reflects the make-up and aspirations of all.
For political analyst Melanie Verwoerd, the problem is as much ideological as racial.
Steenhuisen, a champion of economic liberalism, has vowed to end a racial quota system for employers established by the ANC to redress decades of apartheid discrimination and wants to loosen labour laws.
And, in a country of 62 million people where
24 million survive on welfare, he is pushing for a smaller role for government.
"I don't believe that they set out to be a party of white privilege," said Verwoerd. "But they end up being that."