Lockheed Martin, the giant U.S. defence manufacturer, has kicked-off a cross-country public relations campaign to convince Canadians that its F-35 stealth fighter jets are the best option to replace Canada’s aging fleet of CF-18s.

Steve O’Bryan, Lockheed’s vice-president for the stealth fighter program, said the “biggest misconception” of the F-35s is the cost. He said although the price tag of each jet has jumped $10-million U.S. from $65-million to $75-million, in today’s market that is still quite reasonable considering the jet’s value.

The F-35 has the lowest life-cycle cost in comparison to all it’s the competitors, O’Bryan said, emphasizing that the jet will last more than 40 years.

“(The F-35) certainly has the highest engine capabilities that we have but the lowest life-cycle cost in comparison to the Eurofighter or F-18,” he explained Monday, speaking at the Toronto Design Exchange show where a demonstrator plane was on-hand for attendees to see.

O’Bryan also defended the F-35’s capabilities, describing it as a “20-20” jet. “(The F-35) has a 360 degree full sphere infrared search and detection system so pilots using a helmet monitor display will be able to look and see the structure of the airplane and see the infrared picture.”

Last month, a new Pentagon report discovered more flaws with the stealth fighter. The leaked evaluation from Washington criticized the visibility in the cockpit of the multi-role fighter jet, saying the design prevents pilots from looking behind them.

The report also contained blunt comments from test pilots suggesting the shortcomings could result in the plane getting shot down in combat.

But Billie Flynn, a Canadian combat veteran who is working for Lockheed, said the F-35’s sensor fusion technology -- which streamlines a number of displays including radar information, embedded cameras and electronic warfare systems -- makes it easier for the pilot to process information.

“Before the human had to process that information on all sorts of different displays and had to figure out what was important,” Flynn said.

A panel of independent experts is currently overseeing an evaluation of all the options on the market to replace the 1980s vintage CF-18 jets to ensure the process is fair and complete.

Once the evaluation is finished, the Harper government will decide whether it will hold a full-fledge competition.

Last year, an auditor general report accused the National Defence of hiding the full cost of purchasing the F-35s and said Public Works did not follow the proper process, forcing the Harper government to reset the program.

Ottawa initially chose Lockheed in 2010 to purchase 65 jets. The U.S. company, despite having a history of development delays and cost overruns is still considered a strong contender.

With files from The Canadian Press