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OLEAN, N.Y. During his decade-plus in New York politics, Carl Paladino has had no problem making headlines, usually for all the wrong reasons.

The ensuing criticism, however, has had little effect on Mr. Paladino, 75, a die-hard Republican and a Buffalo-area developer, or on his political aspirations: After a fleeting career as a member of the citys school board he was effectively deposed he has now launched a campaign to be the next duly elected representative of the 23rd Congressional District in western New York.

His latest attempt at a comeback involves an ugly primary battle that has caused a deep schism in his own party. His opponent is Nick Langworthy, the state Republican Party chairman.

Mr. Langworthy, a onetime ally of Mr. Paladino, is trying to steer New York Republicans away from the crassest elements fueling former President Donald J. Trumps MAGA following, saying that the party has come too far to be undone by Mr. Paladinos antics.

Crucially, he says, Mr. Paladino could damage the campaign for governor by Representative Lee M. Zeldin, the Long Island Republican who is considered by many to have the partys best chance of winning the governors mansion in two decades.

Carls candidacy is a big reason why I decided to do this, Mr. Langworthy said, calling Mr. Paladino a huge detriment to the Republican ticket in 2022. Weve got the best shot to win in 20 years, and the three-ring circus that he brings to the table, with the way that he handles things and himself, will basically be held against every candidate in the state.

Despite his general outspokenness, Mr. Paladino has waged a largely subdued campaign, preferring to attack Mr. Langworthy via news release and interviews on reliably Trumpian outlets like War Room with Steve Bannon, where he recently promised not only to impeach President Biden on Day 1 but also to bring down the U.S. attorney general, Merrick Garland.

One of his campaign talking points You know me seems keyed into maximizing his name recognition, which he says gives him an undeniable advantage as both a candidate and a potential congressman.

I have a proven track record as a conservative fighter, who will not back down, Mr. Paladino said in a statement, adding that he was an early supporter of Mr. Trump. People here know me and trust me.

Mr. Paladino also has a decided financial edge, having lent his campaign $1.5 million nearly the entirety of his war chest, according to federal disclosure reports. Mr. Langworthy has spent little of the $307,000 raised in campaign donations, the bulk of it from individual contributions.

Still, Mr. Langworthy is hoping that his rivals history of transgressions will outweigh his money.

People know you, Mr. Langworthy said. It doesnt mean that people like you.

The fame or notoriety of Mr. Paladino, and his capacity for campaign spending are not the only obstacles that Mr. Langworthy faces. Representative Elise Stefanik, the ardent upstate devotee of Mr. Trump who is the House of Representatives No. 3 Republican, has backed Mr. Paladino, as have other Trump-world notables like Representative Matt Gaetz of Florida, who has had his own share of controversy.

Ms. Stefanik, in particular, has lobbed savage Trump-like bon mots back and forth with Mr. Langworthy and is expected to campaign for Mr. Paladino in the district ahead of the Aug. 23 primary.

Considering Mr. Paladinos record of racist and sexist remarks, Ms. Stefaniks endorsement raised some eyebrows, though she cast it as testament to his career as a business leader.

Carl has dedicated his entire career to creating thousands of jobs in western New York and the Southern Tier, and advocating strongly for this community, Ms. Stefanik said in a statement. I am proud to support Carl, who is a conservative fighter.

Mr. Langworthy and Mr. Paladino are running to represent a highly conservative, sprawling district spanning from the Buffalo suburbs to west of Binghamton. Max Della Pia is the anointed Democratic candidate.

The two Republicans race seems particularly personal: They had a long friendship, each as political luminaries in the Buffalo area. Their relationship was deepened by their close ties with Mr. Trump, whom both men unsuccessfully lobbied to run for governor in 2014.

Indeed, on Monday, after F.B.I. agents raided Mr. Trumps estate in Mar-a-Lago, both men rushed to put out statements condemning the bureaus actions, with Mr. Langworthy saying that Mr. Biden was turning America into a banana republic, while Mr. Paladino said the raid was politically motivated and chilling.

When elected to Congress, I will work to save this nation from these disordered government agencies attacking our citizens rights, Mr. Paladino said.

Both men declared their candidacy shortly after Representative Chris Jacobs a scion of a powerful Buffalo family decided not to seek a new term, abandoning his re-election effort after he announced his support for a series of gun control measures in the wake of a May 14 massacre in a Buffalo supermarket.

Mr. Jacobss stance caused backlash among Republican leaders, including Mr. Langworthy, who began courting voters and supporters in the district even before Mr. Jacobs formally announced his intentions to leave politics.

Michael Caputo, a former Trump administration official who managed Mr. Paladinos campaign for governor in 2010 and is friendly with all three men, said both candidates had notified Mr. Trump of their decision to seek Mr. Jacobss seat. Each hoped to secure Mr. Trumps endorsement, but he has declined to back either so far. But Mr. Caputo says Mr. Trump has been troubled by the Langworthy camps assertions that the former president favors their candidate.

Mr. Langworthys campaign, however, rejected this notion, saying he has never implied that the president has endorsed him for Congress because he has way too much respect for him to do that.

Mr. Paladino declined to be interviewed, agreeing only to provide written replies to a reporters questions. In those, he argued that it is Mr. Langworthy who is the problematic candidate, letting his ego get in the way of his day job as state party chair.

Nick is causing division and is distracted from his duty of electing a Republican governor, and Republican candidates up and down the ballot, Mr. Paladino wrote.

That argument has found some support in the state party, including from Lawrence A. Garvey, the chairman of the Rockland County Republican Party. He said he was outraged by Mr. Langworthys decision, saying that, as party chair, his first job is to help get people elected.

You cant differentiate between what hes doing for the party and what hes doing for his race, Mr. Garvey said. He should be crisscrossing the state right now, he should be barnstorming, to get Lee Zeldin elected.

Mr. Langworthy, 41, discounts that argument Its absolute nonsense, he said saying he and the state party can multitask. To be sure, Mr. Langworthy has been running a more traditional campaign, pressing the flesh at various events in western New York and the Southern Tier, racking up a roster of local endorsements, including from a variety of county-level officials who know him as a state leader.

Nick Langworthy is my friend and was there for me when I first ran for office, said Frank Todaro, an Erie County legislator. His support and guidance meant a lot, and I am proud to support him for Congress.

The race has had little solid polling, though Mr. Paladino has consistently cast himself as the front-runner, saying he has no serious challenger.

But at least in some places, voters are intrigued by the idea of Mr. Langworthys candidacy. During a discussion in July that he attended in the Cattaraugus County town of Olean, Cathy Kelley, 69, said she liked the state party chairs support of the Second Amendment, saying she felt he was someone who would go to bat for us.

As for Mr. Paladino, Ms. Kelley a homemaker from Belfast, N.Y. said she didnt dislike him, but she seemed concerned about his capacity for inflammatory remarks.

Carl Paladino has a very long political history, Ms. Kelley said. And I guess, you know, if you want to go with somebody who goes totally rogue, maybe Carl would be the guy. But Im not in favor.

Aug. 11, 2022

An earlier version of this article misstated the easternmost contours of the newly drawn 23rd Congressional District. It extends to the west of Binghamton, not to the east.

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