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Elon Musk’s Boring Company gets stern dismissal from tunneling veteran: ‘Something like that doesn’t work’
Elon Musk’s companies have a pretty strong tendency to attract their own fair share of critics, including those in notable positions in their respective industries. This was the case with Tesla and its electric vehicles, and the same was true with SpaceX and its reusable orbital-class rockets. The Boring Company, another one of Elon Musk’s ventures, is now gathering its own skeptics as well, with Martin Herrenknecht, the founder of Herrenknecht AG, one of the world’s premier tunnel boring machine (TBM) makers, recently expressing his doubts about the tunneling startup.
German business publication Manager Magazin recently interviewed Herrenknecht. When asked about Elon Musk’s tunneling aspirations with The Boring Company, the Herrenknecht AG founder was dismissive, noting that he believes the Tesla and SpaceX CEO is overrated, at least when it comes to tunnel construction. The executive added that his company’s TBMs are far more advanced than the Boring Company’s tunneling machines today.
“For my industry, I see Musk above all as a skillful whisker. He claims that he can build tunnels faster and cheaper than others and is causing a stir. On his reference project in Las Vegas, Musk drilled 20 meters in one week. We can do the same route in one day,” he said. (Despite Herrenknecht’s statement, Teslarati has been informed that The Boring Company has already managed to dig 40 meters in a 24-hour period using its first machine, Godot.)
Explaining further, Herrenknecht noted that it would be very challenging for Elon Musk to become competent in the tunneling industry. The executive noted that he believes The Boring Company will not reach the same heights as Musk’s other ventures like Tesla and SpaceX in the next ten years or so due to the complexity of the tunneling segment. “I think the degree of difficulty and complexity in tunneling are higher,” Herrenknecht remarked.
Interestingly enough, the executive also shared a personal anecdote about Elon Musk himself. As per Herrenknecht, Musk actually approached Herrenknecht AG for the potential purchase of a tunnel boring machine for The Boring Company in the past. However, during the negotiations, Elon Musk reportedly exhibited “strange business behavior,” leaving the room for long periods and suggesting numerous ideas. Musk was also adamant in reducing the price of TBMs from $10 million to just $2 million.
“It was pretty chaotic because he left the room several times for a long time and kept coming up with different ideas… Something like that doesn’t work,” Herrenknecht said.
Needless to say, The Boring Company did not purchase a TBM from Herrenknecht AG. The tunneling startup did manage to purchase its tunneling machines from another company, the first of which was used to complete a test tunnel in Hawthorne, CA. Elon Musk has also announced that The Boring Company is working on developing an all-electric TBM called Prufrock, which has the potential to dig tunnels significantly faster than the industry’s best today.
Elon Musk’s ill-fated meeting with Herrenknecht AG echoes some elements of the Tesla CEO’s meeting with the Russians in 2001. Back then, Musk was aiming to purchase intercontinental ballistic missiles that could be used to launch some payloads to space. The discussions ultimately broke down because of the missiles’ cost, and on the trip back to the United States, Musk figured that building rockets would be feasible. SpaceX was founded the year later, and the rest is history.
It remains to be seen if The Boring Company would be the disruptor that Elon Musk plans it to be. That being said, skeptics of the tunneling startup today seem to be following the same patterns as Tesla and SpaceX’s critics, most of whom have been proven wrong over the years. If any, Herrenknecht’s references to the Tesla CEO’s aggressive cost-cutting demands and out-of-the-box ideas are classic Elon Musk. And just like critics before him, the executive reacted adversely to the CEO.
It would then be interesting to see if The Boring Company, at least in the coming years, could rise enough to challenge the titans of the TBM industry, just like its fellow Elon Musk-led companies Tesla and SpaceX. At least for now, history seems to favor Elon Musk and his bold companies, all of which are noted and respected for their unorthodox nature and aggressive strategies.
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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.
News
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
