Lord Alan Sugar did not hold back as he hilariously roasted the new cast of Celebrity Apprentice Australia.
The 74-year-old Apprentice star and billionaire business mogul, known for his scathing critiques in the board room, savagely mocked the stars and admitted he didn't even know who any of them were.
Appearing in a trailer for the upcoming show, set to air on Sunday, Alan was met with a bunch of 'famous' Australian hopefuls who awkwardly grinned their way through his slew of jokes.
“Normally I’m faced with a bunch of people that I don’t know, ordinary civilians. Today I’m faced with a bunch of celebrities that I don’t know. I haven’t got a bloody clue who you are,” Lord Sugar quipped as he met the cast for the first time.
Among the cast was The Veronicas singers Jess and Lisa Origliasso, as well as Married At First Sight's Martha Kalifatidis and radio star Michael 'Wippa' Wipfli.
Among his brutal comments, Alan said to The Veronicas: "I've got an original picture of you here. I thought you were joined at the head."
He then turned to Martha and said: "Martha, they call you the Kmart Kardashian."
She responded: "'Yep, beauty, health and wellness, anything to make you look good, I'll influence it," to which Alan sounded far from impressed.
He also turned toward Instagramer and surfer Alex Hayes, asking "does your mum know your here?"
Alan then took a swipe at the influencer's 55,000 social media followers: "I mean the Pied Piper had a lot of followers, he ended up with a lot of rat s*** on his shoes."
In the clip, Alan also made a dig at radio star Wippa, asking if his name had actually been inspired by an 'S&M dungeon'.
Celebrity Apprentice Australia premieres this Sunday on Australia's Channel Nine.
Among the 12 hopeful celebrities, fans will also catch a glimpse of The Block‘s Shaynna Blaze, musician Anthony Callea and comedian Ross Noble.
Ahead of the show, however, Alan suggested that the Australian cohort was not much different to the UK stars.
Speaking to the Sydney Morning Herald, Sugar said: "They love themselves. They like to think they’re the best. They like to have their make-up done and their hair done and they like to look pretty on camera."
He even added that the non-famous version of the show features far more 'switched on' individuals.
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