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Blue Origin rocket launch fails after engine catches fire
Blue Origin’s suborbital New Shepard rocket suffered a catastrophic engine failure during its 23rd launch attempt, ending a seven-year streak of 21 successes.
Following a handful of mostly weather-related delays that pushed New Shepard’s 23rd launch about two weeks past its original August 31st target, the single-stage vehicle lifted off from Blue Origin’s Van Horn, Texas launch site around 10:25 am CDT (14:25 UTC) on September 12th. Measuring about 15 meters (49 ft) tall, 3.7 meters (12.1 ft) wide, and capable of producing about 50 tons (~110,000 lbf) of thrust with its lone BE-3 engine at full throttle, New Shepard only made it about halfway through its nominal powered ascent before catastrophe struck.
The first signs of trouble appeared about 62 seconds after liftoff in the form of flickers and flashes in New Shepard’s exhaust, which is normally almost transparent. Less than two seconds after the first seemingly harmless flash, flames unintentionally burst from New Shepard’s engine section and quickly surrounded its BE-3PM engine. Less than a second after that, the rocket’s aft and began shedding pieces and stopped producing thrust, triggering a solid rocket motor stored inside its deployable capsule.
About a second after the incident began, the capsule’s abort motor ignited and carried the suborbital spacecraft safely away from the failing New Shepard booster. The capsule ultimately coasted to an apogee of 11.4 kilometers (7.1 miles) – almost ten times lower than nominal – before descending back to Earth, deploying its parachute system, and safely touching down in the Texas desert scrub. Thankfully, NS-23 was only carrying experiments, and no humans were at risk. Had a crew of suborbital tourists been aboard, they would have likely been a little battered but otherwise completely unharmed.
..there is room for a lot of speculation ?– i did a frame by frame Picture – on the bottom row you can see some parts falling away. maybe the nozzle fell apart?!? pic.twitter.com/OOzPkPiX6G— Flo (@FloSpacenerd) September 12, 2022
While any failure of a rocket is unfortunate, the failure of a rocket nominally designed to launch humans can have even worse repercussions. However, thanks to the seemingly flawless unplanned performance of New Shepard’s abort system, it’s safe to say that the day could have gone much worse for Blue Origin.
The failure is still not going to do the reputation of Blue Origin or New Shepard any favors. It also invites less than favorable comparisons with SpaceX, a different spaceflight startup also funded and founded by a tech tycoon in the early 2000s.
Founded a year and a half after Blue Origin, SpaceX, in comparison, reached orbit with Falcon 1 in 2008. In June 2010, it successfully debuted Falcon 9, an orbital-class rocket roughly 20 times larger. In 2012, Falcon 9 successfully launched an orbital Dragon spacecraft which became the first private vehicle to dock to the International Space Station. In January 2015, it attempted to recover a Falcon 9 booster for the first time. In December 2015, one month after Blue Origin’s first successful New Shepard landing, SpaceX aced its first Falcon 9 booster landing.
Nine months later, Falcon 9 suffered a catastrophic failure during prelaunch testing in September 2016 and didn’t return to flight until January 2017. That is where, for the most part, the paths of Blue Origin and SpaceX almost entirely diverged – but not in any obvious way. Instead, after a successful suborbital launch in October 2016, New Shepard didn’t fly again until December 2017. In the roughly six years between October 2016 and September 2022, New Shepard completed 10 uncrewed suborbital launches, 6 suborbital tourist launches, and suffered one failure during another uncrewed mission – 18 total launches.
Despite suffering a catastrophic failure that destroyed a customer’s multimillion-dollar satellite in September 2016, SpaceX returned to flight four months later, completed 150 orbital Falcon launches without fail in the same period; debuted the world’s largest operational rocket, Falcon Heavy, and completed two additional launches with it; debuted Crew Dragon and Cargo Dragon 2 on Falcon 9; launched its first astronauts into orbit, launched its first operational astronaut transport mission for NASA, launched its first two Starlink internet satellite prototypes, launched another 60 refined Starlink prototypes, began operational Falcon 9 Starlink launches, built and launched more than 3000 Starlink satellites total; landed 130+ Falcon boosters, and reuse Falcon boosters 117 times.
The differences could not be more stark or strange, given that both companies have been operating more or less side by side and working towards similar goals for as long as they’ve existed. To Blue Origin’s credit, the company managed a record six New Shepard launches – three carrying tourists – in 2021. NS-23 was its fourth planned launch in 2022, suggesting that it could have achieved a similar cadence this year if the mission had had a different fate. Instead, the launch failure has triggered an anomaly investigation that will search for the root cause and try to uncover shortcomings that will then need to be rectified before New Shepard can return to flight. Given that Blue Origin once went 15 months between successful New Shepard launches, it’s impossible to say how long that process will take.
In the meantime, the apparent failure of New Shepard’s BE-3PM engine could trigger investigations into Blue Origin’s other engine programs. While substantially different, BE-3U, a variant optimized for the upper stage of New Glenn, Blue Origin’s first orbital rocket, likely shares the most in common with New Shepard’s BE-3PM. BE-7, a small engine meant to power a Moon lander, could also be impacted.
Most importantly, Blue Origin is also in the midst of finally preparing two much more powerful and far more complex BE-4 engines for customer United Launch Alliance (ULA). Years behind schedule, Blue Origin completed the first two theoretically flightworthy BE-4 engines and began putting them through qualification testing earlier this year. It wants to ship those engines to ULA as soon as possible to avoid delaying the debut of the customer’s new Vulcan Centaur rocket. BE-3PM and BE-4 probably don’t share a single part, but many Blue Origin employees have likely worked on both programs, and the same Blue Origin leadership has certainly overseen both. As long as there’s any form of commonality, no matter how abstract, there’s always a risk that the underlying cause of problems in one program could be present in others.
Ultimately, it’s unlikely that there will be any serious connection. The New Shepard booster that failed on NS-23 was almost five years old and was flying for a record-breaking ninth time. It’s possible that Blue Origin was privately worried about the possibility of failure while pushing the envelope, but it offered no qualifications while discussing the mission. SpaceX CEO Elon Musk, in comparison, has almost always made it clear that failure is a possibility when the company attempts ‘firsts’ of any kind.
SpaceX recently launched and recovered the same Falcon 9 booster for the 14th time, setting its own internal record. As a result, that lone Falcon 9 booster, B1058, has flown as many times in the last 31 months as all New Shepard boosters combined have flown in the last 45 months.
Finally, while no company should be put in that position, Blue Origin deserves praise for its live coverage of the anomaly. Instead of immediately cutting the feeds, which would be what most providers would be expected to do during an operational launch, Blue Origin continued to broadcast views of the failure and provide live commentary until New Shepard’s capsule touched down well ahead of schedule.
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Tesla loses Director who designed one of the company’s best features
Thomas Dmytryk, who has spent over 11 years with Tesla and helped to develop Over-the-Air updates and the company’s vehicles’ ability to utilize them to improve, has decided to leave.
Tesla has lost the director who designed one of the company’s best features: Over-the-Air updates.
Thomas Dmytryk, who has spent over 11 years with Tesla and helped to develop Over-the-Air updates and the company’s vehicles’ ability to utilize them to improve, has decided to leave. In a lengthy statement on LinkedIn, Dmytryk said that he’s “closing the book.” He had nothing but good things to say:
“After 11 incredible years at Tesla, I’m closing the book. It’s been the ride of a lifetime: always on the news, innovating relentlessly, constantly pushing the limits. Tesla is THE place for talented, passionate people. I feel insanely lucky to have been part in that culture for so long.”
It appears the intense lifestyle of developing and creating intensively for so long might have caught up to Dmytryk, who did not give his definitive plans for the future, and it appears he may be taking some time off before jumping into a new venture:
“The future? Extremely bright. Ambitions intact, just getting started as a transformative company that could elevate billions of lives. So why leave now?! Human life’s always been my North Star, right now I need to be with mines. I’ve always admired Tesla’s top leadership and vision. But what I’ve always found incredible is the tenacity, brilliance and devotion of people on the front line. YOU make Tesla unstoppable. I wish you all the best and of course EPIC wins.”
The move was first reported by NotaTeslaApp.
Over-the-Air updates are among Tesla’s best features. They are used to improve the Full Self-Driving suite, add features, remedy recalls, and more. Many vehicles have the ability to receive OTA updates, as I did in a Ford Bronco previous to my Model Y. However, Tesla does them better than anyone else: they’re seamless, effective, and frequent. Your car always improves.
The move is a blow to Tesla, of course, considering Dmytryk’s massive contribution to the company and extremely long tenure spent, but not something that is overwhelmingly detrimental. Tesla deals with a lot of extremely intelligent people, some of whom are the best in their field, so they are sure to find a suitable replacement.
However, it’s no secret that the company has been losing some of its top talent, some of whom were in executive roles. Some have left to take on new projects, and others have not revealed their career plans.
It seems at least some of those employees are simply deciding to walk away and try new things after working so hard for so long. According to Dmytryk’s LinkedIn, he also played a large part in Musk’s acquisition of X, as he stated he “worked at Twitter/X ~45/week while working at the same pace for Tesla.”
That averages a 13-hour day, seven days a week, or 18 hours for the normal five-day work week.
News
Tesla’s most wanted Model Y heads to new region with no sign of U.S. entry
Unlike the standard Model Y, the “L” stretches the wheelbase by roughly 150 mm and the overall length by about 177 mm to 4,976 mm. The result is a genuine 2-2-2 seating layout that gives six adults proper legroom and cargo space — a true family hauler without the cramped third-row compromises of many three-row SUVs.
Tesla’s most wanted Model Y configuration is heading to a new region, and although U.S. fans and owners have requested the vehicle since its release last year, it appears the company has no plans to bring it to the market.
According to fresh regulatory filings, the six-seat Model Y L is coming to South Korea with signs indicating an imminent launch. The extended-wheelbase configuration, already a hit in China, just cleared energy-efficiency certification from the Korea Energy Agency, paving the way for deliveries as early as the first half of 2026.
The vehicle is already built at Tesla’s Giga Shanghai facility in China, making it an ideal candidate for the Asian market, as well as the European one, as the factory has been known as a bit of an export hub in the past.
$TSLA
BREAKING: The official launch of Tesla Model Y L in S.Korea seems to be quite imminent.Additional credentials related to Model YL were released today.
✅ Battery Manufacturer: LG Energy Solutions
✅ Number of passengers: 6 people
✅ Total battery capacity: 97.25 kWh… pic.twitter.com/hmy64XYi80— Tsla Chan (@Tslachan) March 6, 2026
It seems like Tesla was prepping for this release anyway, as the timing was no accident. A camouflaged Model Y L prototype was spotted testing on Korean highways the same day the certification dropped. Tesla has already secured similar approvals for Australia and New Zealand, with both markets expecting the larger Model Y in 2026.
Unlike the standard Model Y, the “L” stretches the wheelbase by roughly 150 mm and the overall length by about 177 mm to 4,976 mm. The result is a genuine 2-2-2 seating layout that gives six adults proper legroom and cargo space — a true family hauler without the cramped third-row compromises of many three-row SUVs.
South Korean filings list it as an all-wheel-drive imported electric passenger vehicle with a 97.25 kWh total battery capacity supplied by LG Energy Solution. Local tests show an impressive 543 km (337 miles) combined range at room temperature and 454 km (282 miles) in colder conditions, easing one of the biggest concerns for Korean EV buyers.
Tesla Model Y lineup expansion signals an uncomfortable reality for consumers
But for U.S. fans, things are not looking good for a launch in the market.
CEO Elon Musk has been blunt. The six-seater “wouldn’t arrive in the U.S. until late 2026, if ever,” he said, pointing to the company’s heavy bet on unsupervised Full Self-Driving and robotaxi platforms like the Cybercab. With the Model X slated for discontinuation, many families hoped the stretched Model Y would slide into the lineup as an affordable three-row bridge. So far, that hope remains unfulfilled.
For now, South Korean drivers will be among the first buyers outside China to enjoy the spacious, efficient Model Y L. Tesla continues its global rollout strategy, tailoring vehicles to regional tastes while North American customers keep refreshing their apps and crossing their fingers.
The Model Y L proves the appetite for practical, family-sized electric SUVs is stronger than ever. Hopefully, Tesla will listen to its fans and bring the vehicle to the U.S. where it would likely sell well.
Elon Musk
Tesla is ramping up its advertising strategy on social media
Tesla has long stood out in the automotive world for its unconventional approach to advertising—or, more accurately, its near-total avoidance of it. For over a decade, the company spent virtually nothing on traditional marketing.
Tesla seems to be ramping up its advertising strategy on social media once again. Marketing and advertising have not been a major focus of Tesla’s, something that has brought some criticism to the company from its fans.
However, the company looks to be making adjustments to that narrative, as it has at times in the past, as ads were spotted on several different platforms over the past few days.
On Facebook and YouTube, ads were spotted that were evidently placed by Tesla. On Facebook, Tesla was advertising Full Self-Driving, and on YouTube, an ad for its Energy Division was spotted:
Tesla also threw up some ads on YouTube for Energy https://t.co/19DGQMjBsA pic.twitter.com/XQRfgaDKxY
— TESLARATI (@Teslarati) March 9, 2026
Tesla has long stood out in the automotive world for its unconventional approach to advertising—or, more accurately, its near-total avoidance of it. For over a decade, the company spent virtually nothing on traditional marketing.
In 2022, Tesla’s U.S. ad spend was roughly $152,000, a rounding error compared to General Motors’ $3.6 billion the following year.
Traditional automakers averaged about $495 per vehicle on ads; Tesla spent $0. CEOElon Musk’s stance was explicit: “Tesla does not advertise or pay for endorsements,” he posted on X in 2019. “Instead, we use that money to make the product great.”
The strategy relied on word-of-mouth from delighted owners, Elon’s massive X following, viral product launches, media frenzy, and customer referrals. A great product, Musk argued, sells itself. It does not need Super Bowl spots or billboards. Resources poured into R&D instead, with Tesla investing nearly $3,000 per car, far more than rivals.
Tesla counters jab at lack of advertising with perfect response
This reluctance wasn’t arrogance; it was philosophy, and Musk made it clear that the money was better spent on the product. Heavy spending on ads was seen as wasteful when innovation and authenticity drove organic demand. Shareholder calls for marketing budgets were ignored.
The current shift, paid Facebook ads promoting Full Self-Driving (Supervised) and YouTube Shorts offering up to $1,000 back on Powerwall batteries, marks a pragmatic evolution.
These targeted campaigns coincide with the end of one-time FSD purchases and a March 31 deadline for FSD transfer eligibility on new vehicles.
This move likely signals Tesla adapting to scale, as well as a more concerted effort to stop misinformation regarding its platform. As EV competition intensifies and the company bets big on robotaxis and energy storage, pure organic buzz may not suffice to hit adoption targets. Selective digital ads allow precise, cost-effective reach without abandoning core principles.
If successful, it could foreshadow measured expansion into marketing, boosting high-margin software and home energy revenue while preserving Tesla’s innovative edge. But, it’s nice to see the strategy return, especially as Tesla has been reluctant to change its mind in the past.
Tesla loses Director who designed one of the company’s best features
Tesla’s most wanted Model Y heads to new region with no sign of U.S. entry
