UPDATE 1-Brazil's Embraer looks to shock Lockheed with price of cargo jet
* Competitive KC-390 price will make rivals "uncomfortable"
* Embraer says pricing below Lockheed's $90 mln-$120 mln range
* Firm orders for cargo plane to start in 1st qtr of 2014
By Brad Haynes
RIO DE JANEIRO, April 9 (Reuters) - Brazilian planemaker Embraer SA is looking to shock rivals with the price of its KC-390 military transport plane when it starts booking orders within the next 12 months, according to a senior executive.
Luiz Carlos Aguiar, the head of Embraer's defense unit, made clear at the LAAD defense show in Rio de Janeiro on Tuesday that the company was ready to undercut its main competitor, Lockheed Martin Corp ".
"In terms of price, we're going to make the competition uncomfortable. They're going to be astonished," he said in an interview before the event.
The confident tone highlights Embraer's growing ambitions for the KC-390, which aims to replace aging versions of the C-130 Hercules made by Lockheed Martin. The Brazilian aircraft received a vote of confidence last year when Boeing Co agreed to joint sales.
Aguiar declined to give precise details on the price of Embraer's new cargo jet at a press conference. He said the price tag would be "obviously less than" what Lockheed has been charging recently for the C-130 - a range he estimated between $90 million and $120 million. Continuación...