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Musk outlines cost-cutting plan for Boring Co: cheaper, faster tunnel digging
One of the large reveals made by Tesla and SpaceX Chief Elon Musk at TED2017 was his plan to create a multi-layer high-speed tunnel infrastructure to support mobility by way of electric skates and Hyperloop tubes.
A key point that he drove home for the underground tunnel network was the integration of the system into cities.
“You have to be able to integrate the entrance and exit of the tunnel seamlessly into the fabric of the city. So, by having an elevator, sort of a car skate that is on an elevator, you can integrate the entrance and exits to the tunnel network just by using 2 parking spaces.”
Musk shared a video demonstrating how skate elevators would be integrated into city streets where they await vehicles looking to be transported through the underground labyrinth of tunnels. The serial tech entrepreneur envisions loading docks wherein vehicles would simply pull into the skate, get lowered into the tunnel network, and be sent along a slot car-like track at speeds of 200 km/h ( 124 mph). The Boring Company’s tunnel network won’t simply alleviate surface congestion, it will completely transform the way we move cars, people and freight, says Musk.
It is worth noting that The Boring Company and Tesla are under control of Musk, while the Hyperloop project has been open sourced, but with support from SpaceX.
Eliminating human drivers allows the skates to move at much faster speeds than human-controlled vehicles. Fixed routes within the tunnel network further improve safety beyond the dynamic nature of human-determined driving routes. The tunnel network is also infinitely scalable. “You can alleviate any arbitrary level of open congestion with a 3D tunnel network.” and that “There’s no real limit to how many levels of tunnels you can have.”, says Musk from TED2017.
The key barrier to creating tunnels today is the exorbitant cost. The recent 2.5 mile expansion to the Los Angeles subway system came at a cost of nearly $1 billion per mile. Musk and team at the Boring Company hope to cut the cost of tunneling by a significant amount by streamlining the tunneling process and reinventing the machines that help facilitate the digging.
https://www.youtube.com/watch?v=u5V_VzRrSBI
Building Tunnels For Less
First, the team is looking to cut the diameter of the tunnels they dig, moving from the traditional tunnel diameter for passenger vehicles of 26 to 28-feet to a 12-foot standard diameter which would be sufficient for the Tesla skate. On the surface, this might not seem like a lot, but cutting the diameter by 50% cuts the cross sectional area by a factor of four. This is significant as the speed and cost of tunneling is largely driven by the amount of cross sectional area to dig. Being able to cut out 75% of the time associated with digging comes with enormous cost savings.
Second, the team plans to attack head-on the way tunneling machines currently dig. Traditional machines dig, slowly and incrementally, then stop to install reinforcements to support the newly exposed earthen walls. Musk and team are working to install the reinforcements continuously thus eliminating the need to pause operations. This integration is expected to increase the speed of the overall process by as much as 50%.
The Boring Company tunneling machine spotted in front of SpaceX in April, 2017
Finally, the team believes that current digging machines are nowhere near their power and thermal limits, and is looking to ‘jack up the power’ to the digging machines. Doing this, the team hopes to increase the speed by a factor of 4 or 5 on top of the other improvements being suggested by Musk.
Musk also revealed that The Boring Company has a pet snail named Gary who can currently travel at 14 times the speed of existing tunneling machines. While this is more a testament about how slow the boring process is than the amazing speed of Gary, it is a fun target for the team, to be able to build tunnels quicker than Gary can crawl, and continues the comedic spin on the new company.
These tunnels could be kept at or near a vacuum to reduce or eliminate air resistance for all the moving objects within it. Curiously, Musk shared that,
“To withstand the water table, you have to design a wall to be able to withstand 5 or 6 atmospheres. To go to vacuum, you only need to be able to withstand 1 atmosphere.”
It is clear that Musk is very excited about this new Boring Company. He indicated during his sit down at TED2017 that he spends 2-3% of his time on the project, noting that it’s essentially being run as not much more than an intern project with a used boring machine and a few people dedicating partial effort to it.
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.
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Tesla Model Y outsells everything in three states, but Ford dominates
The Model Y’s success here highlights accelerating mainstream adoption of electric SUVs, which offer spacious interiors, impressive range, rapid acceleration, and low operating costs.
The Tesla Model Y was the best-selling vehicle in three different states in the U.S. last year, according to new data that shows the all-electric crossover outsold every other car in a few places. However, Ford widely dominated the sales figures with its popular F-Series of pickups.
According to new vehicle registration data compiled by Edmunds and visualized by Visual Capitalist, the Ford F-Series, encompassing models like the F-150, F-250, F-350, and F-450, claimed the title of best-selling vehicle in 29 states.
This dominance underscores the pickup truck’s unbreakable appeal across much of the country, particularly in rural, Midwestern, Southern, and Western states, where towing capacity, durability, and utility for work or recreation remain top priorities.
The Tesla Model Y is the best-selling vehicle in California, Washington, and Nevada
How many states will it dominate next year? https://t.co/ERyoyce42D
— TESLARATI (@Teslarati) March 9, 2026
The F-Series has held the crown as America’s overall best-selling vehicle for decades, a streak that continued strong into 2025 despite broader market shifts.
Yet, amid this truck-heavy reality, Tesla made a notable breakthrough. The Model Y emerged as the top-selling vehicle, not just the leading EV, but the outright best-seller in three key states: California, Nevada, and Washington.
These West Coast strongholds reflect regions with robust EV infrastructure, high environmental awareness, generous incentives, and tech-savvy populations. In California alone, nearly 50 percent of new vehicle registrations were electrified, far outpacing the national average of around 25 percent.
The Model Y’s success here highlights accelerating mainstream adoption of electric SUVs, which offer spacious interiors, impressive range, rapid acceleration, and low operating costs.
Elon Musk: Tesla Model Y is world’s best-selling car for 3rd year in a row
Elsewhere, Japanese crossovers filled many gaps: Toyota’s RAV4 and Honda’s CR-V topped charts in several urban and densely populated Northeastern and Midwestern states, where fuel efficiency, reliability, and family-friendly features win out over larger trucks.
While Ford’s broad reach shows traditional preferences persist, at least for now, Tesla’s Model Y victories in high-population, influential states signal a gradual but undeniable transition toward electrification. As charging networks expand and battery technology improves, more states could follow the West Coast’s lead in the coming years.
This 2025 map captures a pivotal moment: pickup trucks still rule the majority, but EVs are carving out meaningful territory where consumer priorities align with sustainability and innovation. The road ahead promises continued competition between legacy giants and electric disruptors.
Elon Musk
Elon Musk shares updated Starship V3 maiden launch target date
The comment was posted on Musk’s official account on social media platform X.
SpaceX CEO Elon Musk shared a brief Starship V3 update in a post on social media platform X, stating the next launch attempt of the spacecraft could take place in about four weeks.
The comment was posted on Musk’s official account on social media platform X.
Musk’s update suggests that Starship Flight 12 could target a launch around early April, though the schedule will depend on several remaining milestones at SpaceX’s Starbase launch facility in Texas.
Among the key steps is testing and certification of the site’s new launch tower, launch mount, and tank farm systems. These upgrades will support the next generation of Starship vehicles.
Booster 19 is expected to roll to the launch site and be placed on the launch mount before returning to the production facility to receive its 33 Raptor engines. The booster would then return for a static fire test, which could mark the first time a Super Heavy booster equipped with Raptor V3 engines is fired on the pad.
Ship 39 is expected to undergo a similar preparation process. The vehicle will likely return to the production site to receive its six engines before heading to Massey’s test site for static fire testing.
Once both stages are prepared, the booster and ship will roll out to the launch site for the first full stack of a V3 Super Heavy and V3 Starship. A full wet dress rehearsal is expected to follow before any launch attempt.
Elon Musk has previously shared how SpaceX plans to eventually recover Starship’s upper stage using the launch tower’s robotic arms. Musk noted that the company will only attempt to catch the Starship spacecraft after two successful soft landings in the ocean. The approach is intended to reduce risk before attempting a recovery over land.
“Should note that SpaceX will only try to catch the ship with the tower after two perfect soft landings in the ocean. The risk of the ship breaking up over land needs to be very low,” Musk wrote in a post on X.
Such a milestone would represent a major step toward the full reuse of the Starship system, which remains a central goal for SpaceX’s long-term launch strategy.
Tesla is ramping up its advertising strategy on social media
Tesla Model Y outsells everything in three states, but Ford dominates
