LUXURY car giant Aston Martin will not build its new factory on Southampton’s former Ford site as it was “too late” to consider it, the Daily Echo can reveal.

The firm says it was “difficult to consider Southampton this late in the process” as it draws up a shortlist of sites to build a new production hub.

As reported earlier this year, Itchen MP Royston Smith, had written to the firm asking them to consider the site in Swaythling.

But city council leader Simon Letts insists the plan was never going to happen and the idea was simply “kite flying”.

The Ford Transit factory which had operated there since 1972 closed in July 2013, bringing to an end 100 years of production at the site with 356 workers taking voluntary redundancy.

Demolition work is continuing at the site, which is being marketed on behalf of Ford by commercial agents Cushman and Wakefield, and the automotive giant says it hopes the new occupier will be announced by the end of the year.

Aston Martin is considering new sites in the UK and abroad to build its new DBX Crossover vehicle and Mr Smith had written to the company urging them to consider the Ford site.

However the firm has now said it will not be considered, with a spokesman saying: “Whilst we very much welcomed Southampton’s interest in this project, the time constraints we are working to made it difficult to consider Southampton this late in the process.”

Mr Smith, pictured below, said: “I have had an initial discussion with Aston Martin who have taken me through their corporate strategy and rationale behind looking into an additional manufacturing site.

Daily Echo: 12 April 2012 - Southampton Councillors and party representatives take part in a speed dating session to sell their party to voters in 5 minutes -Tory council leader Cllr Royston Smith (33678340)

“They explained that whilst they welcomed Southampton’s interest in supporting this project, the time constraints the company are working to make it difficult to consider Southampton at this stage.

“While I am very disappointed, I completely understand the position of Aston Martin.

"I will continue to use my position as a member of parliament to encourage employers to locate or relocate their businesses in Southampton.”

He also criticised Labour council bosses for “doing nothing to encourage employers to locate or relocate to Southampton”.

However city council leader Simon Letts, pictured below, said he was sceptical that there had ever been a realistic chance of the firm coming to Southampton, saying: “Aston Martin wanted a site where they could get European money, in effect free rates.

“It was never going to happen. They could get a better financial package for a site in the West Midlands. This was kite-flying.”

He said he was confident a new firm will be announced soon to take on the site and plough millions of pounds into it, adding: “We want there to be the same number of jobs as the Ford factory had which are equivalent in skilled labour.

“Any additional jobs will be a bonus.”