alan sugar from behind the times firewall
SATURDAY INTERVIEW
‘Boris and this Gove fellow? They’ve never been in business in their life’
Lord Sugar, the new enterprise tsar, is in typically withering form over the Brexit team’s vision for Britain
‘With the greatest respect . . . ” and you know that Lord Sugar is about to deal a hammer blow to some unsuspecting soul. “With greatest respect,” he says, “and maybe I’m a bit thick, but who is this Gove bloke? Perhaps you could enlighten me on who he was or what he did.”
Or: “I have a lot of respect for Boris, though we all thought he was a bit of a clown when he got the job as mayor . . . but you’ve got to wonder whether his heart is really in Britain or whether his heart is in looking to be the next prime minister. You asked me why I think these high-level people are backing this Brexit thing and I think, with all due respect, they have their own personal agenda.”
The Hackney-born electronics mogul, husband of Ann, father of three, resident of Chigwell in Essex, worth an estimated £1.1 billion, has surprisingly just been appointed as a government enterprise tsar. Or rather, re-appointed. He knows the role; he’s been one before, under Labour. But he quit the party after it lost the election last year, citing its all-round unenterprising attitude. There is something a bit desperate, though, about the Conservatives rehiring him, as if the root of our manufacturing woes can be traced to the lack of successful businessmen with reality TV franchises jobbing as government advisers. It seems doubly desperate when you look at how bitchy relations between David Cameron and Lord Sugar have been.
In 2009 Mr Cameron said: “I can’t bear Alan Sugar,” and added that he equally loathed The Apprentice. “I’m glad he can’t bear me,” the peer replied, “Perhaps he will stop asking people to sound me out if I want to meet him and defect to his party.”
He had already written off the future prime minister as a two-faced lightweight. Now it is Labour he has written off. “The party should never allow itself to be associated with Ken Livingstone. He’s become obsessed with talking about Hitler. I think his bedside reading is Mein Kampf.”
In any case, Lord Sugar’s aims for Britain are clear, and shot through with the disbelief evident on The Apprentice. “We’ve got to deal with apprenticeships for young people and find them jobs. We’ve got to create a culture about their work ethic and we’ve got to manufacture some more stuff — desperately.” All easy enough if he were in charge in place of “the bloody wimpy goody-goodies”.
Will the wimps take any notice? Ministers have a habit of ignoring their tsars, from Mary Portas to Sir James Dyson, soon after posing for the political money-shot. Like previous holders of the title, Lord Sugar has the common touch, being far more popular than any politician.
We’ve got to create a culture about their work ethic and we’ve got to manufacture some more stuff — desperately
So there must be something in it for him. Given the timing and his passion about staying in Europe, it seems likely that he is going to use the platform to do everything he can to stop Britain leaving. Mr Cameron, for example, is retweeting anything his enterprise tsar says on the subject.
“This is literally the most serious vote you’ll ever make,” Lord Sugar says (Cameron has retweeted that pearl). “This is not a general election where you vote every five years.” Voting to leave Europe, would be, he says, “like watching your children walk off to a stranger’s house”.
He is concerned that the immigration debate has been muddied by the Brexiteers to confuse voters and compares their “scare tactics” to Donald Trump’s. “Trump says things like, ‘I’m going to curb immigration,’ ‘I’m going to build walls,’ and in a similar vein, when you make broad statements in our country like the exit people are doing, it does touch a nerve with the public and confuses them.”
He’s worried that the electorate is especially muddled about the number of refugees from outside Europe. “When the exit people say we need to cut immigration, the public think they’re talking about Syrian refugees. But that’s nothing to do with the EU.”
Brexiteers claim that leaving means being able to secure better deals with countries such as China and India. “Really? I don’t know what’s stopping us doing that now,” he replies.
“I’ve lived here 69 years. And I’m frightened. There could be half the population that believe in this nonsense.”
It is better, he insists, to have a seat at the table; that leaving Europe would mean being slapped with the enormous tariffs he’s old enough to remember when he was selling to the French before Britain joined. His is an economic argument: “We have 500 million consumers out there that we can freely trade with and they’re our business customer.”
Not that he expects Boris and co to grasp this truth. “In fairness,” he says, priming himself for another take-down, “people like Boris and this Gove fellow have never been in business in their life. Never actually done any import or export. That’s what makes me laugh. They just fire out statistics in mid air. It’s total nonsense. And my message to the public is, go ask them. Please ask Boris. Please ask this Mr Gove. ‘I want you to explain to me in language my taxi driver can understand what you’re talking about.’ And of course they shy off that.”
If Mr Cameron had hoped that the enterprise role would get Lord Sugar “on board” in a wider sense, he is wrong. Possibly only the peer’s wife escapes his trademark excoriations. The cabinet, this one just like the Labour lot, are “all bloody wimpy”.
“We’re too goody-goody,” he says. “We should find ways and learn from our French cousins on how to dodge the rules.”
The crisis at Scunthorpe steelworks appalled him. “I fly around the country and I see these windmills out at sea, all over the place. They are made of steel. Yeah? And yet the contract for them was awarded to foreign companies. And that’s what doesn’t make sense. They can make a steel windmill frame up North with their eyes closed.”
You can’t be so frightened of breaking the rules, right?
The problem is rules. “With the greatest respect to the prime minister I don’t think he was tough enough in the last round [of EU negotiations] . . . our French cousins have an amazing way of interpreting the rules, that turns out always to benefit their own people. In England we stick to the rules and we end up awarding these things to foreign companies. It’s not just this government, it’s the previous one. They’re bloody wimpy. Break the rules!”
Rule-breaking goes like this, for any politician reading: “You can’t be so frightened of breaking the rules, right? So they should wake up on a Monday morning and get involved in all the major contracts — a load of them have been handed down by the government, by the way — and say, ‘We want to prioritise a British manufacturer, for employment in this country. And you get some jobsworth in Biz who says, ‘Ooh, we can’t really do that because under section 5 paragraph blah di blah . . .’ Sod that. We’re gonna do it. ‘Well we can’t do that because we’re going to get nicked.’ Yeah, well, let’s get on with it, and we’ll face the consequences.”
The British work ethic is another cause for concern. “I popped in to Harrods for a coffee. Not one of the waiters or waitresses was what I call a traditional English person. They were Europeans, and one has to ask, why? Well, with the greatest respect to some of our traditional English youngsters, they see that type of work as beneath them. Let’s say you go to one of these economy hotels, — £50 a night — go and look at who’s cleaning the loos. Again, it is European people. Traditional English people don’t want those jobs.”
Three years ago he wrote an angry article about migrants on benefits. Now, he says, he is satisfied that the problem is under control. Among foreigners, at least. “You’ve got certain people — what I would call traditional English people — who think to themselves, ‘What should I do that for? I can collect £250 a week from the social security.’ You think that’s going to change if we leave the EU? No!”
Claims of foreigners stealing British jobs annoy him. “I’d like to throw it back to the exit people and say, ‘Which particular jobs are you referring to?’ No one wants to clean the loos, not for 250 quid. So who are they going to replace all the Romanians and the Polish people with? It’s certainly not skilled and technical jobs they’re stealing. We need immigrants. And, by the way let’s not forget they pay tax, also.”
To the Brexiteers who say they want to make Britain great again, he says: “That sounds good to me. Well, tell me what you want to do? Do you want to be the biggest car manufacturer again? Do you want to be at the forefront in medicine again?” He brings the imaginary dialogue to a crescendo. “Tell. Me. What. You’re. Talking. About.”
But why should we listen to Sugar? “Dare I ask you to accept,” he says, “that I am passionate about the country and want it to prosper still?”