I've always thought he seems pretty stupid. Stupid and very lucky.
On Twitter he had a row with Chris Evans about book sales. Evans sold more than Sugar in their first week of sale.
Sugar said this to Evans on Twitter:
"u only got there as my readers could not get to the shops due to snow . Your readers work in the shops"
Response from Evans:
"Is @Lord_Sugar saying that no one who works in a shop should read his book ? What a bizarre message for a retail entrepreneur!"
"Without shops, the people that work there and consumers that spend their cash there @Lord_Sugar would still be that miserable Alan bloke."
"omg the moral stance from someone who pinches fellow bbc colleagues jobs poor Wogan and Chiles."