Had a really interesting conversation today with the one English speaking foreman on one of my jobs while waiting for a late concrete truck...
He said literally everyone he knows in his community voted for Obama. Why? Not because of social issues like gay marriage, abortion, etc. or anything like... or because they identified with him at all because he's a minority... but because, in his words, working class people in his shoes really care about things like social safety nets/universal healthcare and you have to vote in your best interest. They work relatively high injury risk jobs AND have high turnover in their industry. Contractor work forces surge and contract job to job... year to year... and especially hard when their is economic uncertainty.
Succinctly, in his shoes you'd have to be completely not self-interested and/or crazy to support the Republican platform. Also, these people are some of the hardest working I've ever met... certainly not the rhetorical "welfare leech" most conservatives like to paint that group of people as.
I think the Republican party doesn't need a huge retooling... they just need to back off of some of the more hardline stances and choose a working class group to champion/cater to. Right now everyone in their group thinks that if a Republican gets in office they're going to take away all of their social protections to "cut costs" and push for a "fend for yourself" system where they'd be at serious risk. Republicans need to work on dispelling that perception.