News
Elon Musk pegs SpaceX BFR program at $5B as NASA’s rocket booster nears $5B in cost overruns
At the same time as NASA’s overrun-stricken Space Launch System (SLS) continues to limp towards its continuously delayed launch debut, now tentatively expected no earlier than (NET) 2021, SpaceX is forging ahead with the development of an equivalently capable launch vehicle known as BFR, comprised of a spaceship (BFS) and booster (BFB).
During a September 17th update to the next-gen SpaceX rocket’s steady progress, CEO Elon Musk offered a rough cost estimate of $5B to complete its development – no less than $2B and no more than $10B. According to NASA’s Office of the Inspector General (OIG), Boeing – primary contractor for NASA’s SLS “Core Stage” or booster – is all but guaranteed to burn through a minimum of $8.9B between 2012 and the rocket’s tentative 2021 launch debut.
NASA is finally (officially) acknowledging that EM-1, the maiden launch of SLS, will slip until at least June 2020. Sources tell us to expect another slip to 2021, official or not.https://t.co/CYf9SqbhBY
— Eric Berger (@SciGuySpace) October 3, 2018
Originally contracted in 2014 to complete SLS booster development, production, and preparation by 2018 at a cost of $4.2B, Boeing has overrun its budget by a bit less than 50% (up to $6.2B) and overshot its scheduled launch debut by more than 2.5 years. Per an October 10th audit of the SLS booster program, NASA OIG has reasonably concluded that Boeing will pass that $6.2B expenditure estimate – meant to last until 2021 – in December 2018, meaning that at least an additional $2.7B will be required from NASA between now and 2021 if SLS is to have a chance at launching that year.
In other words, compared to Boeing’s first serious 2014 contract for the SLS Core Stages – $4.2B to complete Core Stages 1 and 2 and launch EM-1 in Nov. 2017 – the company will ultimately end up 215% over-budget ($4.2B to $8.9B) and ~40 months behind schedule (42 months to 80+ months from contract award to completion). Meanwhile, as OIG notes, NASA has continued to give Boeing impossibly effusive and glowing performance reviews to the tune of $323 million in “award fees”, with grades that would – under the contracting book NASA itself wrote – imply that Boeing SLS Core Stage work has been reliably under budget and ahead of schedule (it’s not).
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- SLS Block 1. (NASA)
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- An overview of SLS. (NASA)
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- Rockets are perhaps even more capital intensive. (SpaceX)
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- BFR 2018’s Spaceship, BFS. (SpaceX)
The “Satisfactory” Stuff
In reality, Boeing has not once been under budget or ahead of schedule during any of 6+ NASA performance reviews.
“Boeing should have received a “satisfactory” rating for [two review periods]; a “good” rating for [one review period]; and an “unsatisfactory” rating (no award fee) for [the 2017 review period].”
Instead, NASA has given Boeing three “Very Good” (nearly perfect) reviews and three “Excellent” (perfect) reviews over the last 6 years, ultimately dispersing $323M of pure-profit “award fees” thanks to those grades, while the OIG firmly disputes Boing’s worthiness for at least $65M of that sum.
It is pretty pathetic when the only response that @BoeingSpace can muster via @BKingDC at its #politicospace PR effort in response to a damning @NASA_SLS report by @NASAOIG is to dump on the Saturn V – a rocket that actually flew – and worked – half a century ago. https://t.co/daN91bzwpC
— NASA Watch (@NASAWatch) October 12, 2018
Boeing – recently brought to light as the likely source of a spate of egregiously counterfactual op-eds published with the intention of dirtying SpaceX’s image – also took it upon itself to sponsor what could be described as responses to NASA OIG’s scathing October 10th SLS audit. Hilariously, a Politico newsletter sponsored by Boeing managed to explicitly demean and belittle the Apollo-era Saturn V rocket as a “rickety metal bucket built with 1960s technology”, of which Boeing was the core stage’s prime contractor.
At the same time, that newsletter described SLS as a rocket that will be “light years ahead of thespacecraft [sic] that NASA astronauts used to get to the moon 50 years ago.” At present, the only clear way SLS is or will be “light years” ahead – as much a measure of time as it is of distance – of Saturn V is by continuing the rocket’s trend of endless delays. Perhaps NASA astronomers will soon be able to judge exactly how many “light years ahead” SLS is by measuring the program’s redshift or blueshift with one of several ground- and space-based telescopes.
Ultimately, this is a particularly effective bit of self-mockery in the context of rationale lately used by Boeing and NASA to shrug off the jaw-dropping Core Stage contract’s underperformance, missteps, schedule slips, and budget overruns, namely that building big, complex rockets is hard. NASA and Boeing, neither of which have any meaningful experience building big, complex rockets – aside from Saturn IB, Saturn V, and the Space Shuttle – thus should be given a break for reliably and dramatically underestimating the difficulties of doing so in the 21st century.
One of the most breathtaking things about the new SLS report is the response by NASA's Gerstenmaier. Essentially, he says, this a is a big, complex rocket. And it's hard to build this stuff.https://t.co/ou8SFhji6a
— Eric Berger (@SciGuySpace) October 10, 2018
Simultaneously, Boeing and NASA still continue to act as if they are the foremost global experts of building extremely large rockets and continue to throw pile upon pile of taxpayer billions at overpromised attempts to prove as much. It’s no more than a masochistic dream to imagine what could have been or might be if NASA instead redirected those billions towards US aerospace companies with track records of success through fixed-cost contracts or straight-up private funding (SpaceX and Blue Origin, primarily), but it’s often hard not to at least think about the possibilities.
For prompt updates, on-the-ground perspectives, and unique glimpses of SpaceX’s rocket recovery fleet check out our brand new LaunchPad and LandingZone newsletters!
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
