Celebrity investor and reality-TV star Kevin O鈥橪eary is quitting the federal Conservative leadership race and throwing his support behind Quebec rival Maxime Bernier.

O鈥橪eary said despite his front-runner status nationally, he doesn鈥檛 have the kind of support in Quebec he thinks he needs, not just for the leadership but for the next general election.

鈥淭his is obviously very disappointing for me. As someone who was born in Montreal, I had hoped I would do much better there,鈥� O鈥橪eary said in a statement Wednesday, only hours after informing his campaign team of his decision.

O鈥橪eary said he is supporting Bernier because the longtime Quebec MP鈥檚 policies mirror his own.

鈥淗e is perhaps the first Conservative in a long time that has a chance of winning over 40 seats there, which would materially improve our chances for a majority mandate,鈥� O鈥橪eary said.

鈥淪o here is what I鈥檓 going to do; I鈥檓 withdrawing my candidacy from the leadership race and throwing my full support behind Max.鈥�

Bernier, for his part, has scheduled a news conference in Toronto for later Wednesday, where the candidates are scheduled to face each other in a final debate showdown before next month鈥檚 vote.

A lack of facility with French was always considered one of O鈥橪eary鈥檚 greatest liabilities.

As for assets, O鈥橪eary had plenty: instant recognition, thanks to years of television exposure; a public image as a savvy financial manager; and a brash, no-nonsense, outsider approach that echoed the unlikely ascent of U.S. President Donald Trump.

He had promised to talk up the Canadian economy and trade in a way he complained the current Liberal government under Prime Minister Justin Trudeau had failed to do.

鈥淚f Trudeau isn鈥檛 beaten in the next election, he will leave the next generation of Canadians, those thousands of millennials I鈥檝e been talking about, with a mountain of debt and high taxes. This cannot be allowed to happen,鈥� O鈥橪eary said Wednesday.

鈥淭he Conservative party needs someone who has the best chance of beating Trudeau. Someone who will command the support of Canadians from every region of the country and who can build a consensus among all members of the party.鈥�

Prior to Wednesday, O鈥橪eary had offered no hint that he was considering dropping out. Three hours before announcing the decision, he sent out a fundraising letter to his supporters.

The party has already started mailing ballots to party members, and O鈥橪eary鈥檚 name is included. His campaign claims to have signed up just over 35,000 people, and there鈥檚 no guarantee any or all will agree to back Bernier.

The winner will be announced May 27.