News
Elon Musk teases an update to SpaceX’s Mars architecture later this year
Elon Musk and SpaceX are aiming to provide a second update on the company’s Mars architecture plans in late September of this year, likely at the 2017 International Astronautical Congress (IAC) in Adelaide, Australia.
While 2017 has been extraordinarily busy and successful for SpaceX thus far, it has also been a somewhat quiet year for Mars and the technology being developed to colonize it affordably. There was a brief flurry of social media information focused on the testing of the ITS carbon composite test tank revealed at the 2016 IAC, with a few pictures and a video of its transport. This activity, as well as Elon Musk’s Ask Me Anything on /r/SpaceX, occurred a month or two after the 2016 IAC, in October and November.
https://www.instagram.com/p/BM4P6b_g2N9/?taken-by=spacex&hl=en
The only concrete information revealed about SpaceX’s Mars ambitions in 2017 have so far been distributed by Musk over Twitter and in an interview of SpaceX President and COO Gwynne Shotwell a few weeks ago. Musk offered tentative time frames for a possible update of the Mars architecture, stating that he believed it dealt with the far more crucial challenge of how to finance such a large endeavor’s significant R&D costs.
Maybe the upcoming IAC in Adelaide
— Elon Musk (@elonmusk) July 11, 2017
During his 2016 reveal, Musk estimated that something like $10 billion would be required to complete development and initial construction of the Raptor engine and ITS test articles. While it is believed that SpaceX has at least several hundred million dollars of liquid capital available, growing several billion dollars of capital is a much greater challenge that will likely require a different methodology than those typically employed by Musk.
Shotewell also discussed SpaceX’s Mars ambitions off and on during an hour-long interview on The Space Show. Of general interest, she mentioned that the current team working on Mars-related research and development was “tiny”, but that it would become a drastically more resource-intensive priority as the company completes work on the fifth and somewhat final “Block” of Falcon 9 and finishes the work necessary to begin routinely conducting Commercial Crew missions. Shotwell gave a timeline of “soon” for the beginning of Block 4 flights and “end of year” for the introduction of Block 5, which is intended to significantly increase the reusability of Falcon 9 (titanium grid fins are a feature of this strategy). Barring delays or setbacks for SpaceX, this implies that SpaceX will begin aggressively pursuing the concrete development of their Mars architecture as soon as the latter months of 2018 or sometime in 2019.
SpaceX revealed this stunning photo of Raptor’s first (partial) hot-fire test the night before Musk’s talk at Guadalajara. (SpaceX)
More specifically, however, Shotwell said that the Raptor test article revealed at the Guadalajara IAC has since conducted “dozens” of tests and is now more seriously considering the engine’s potential utility aboard Falcon 9. The current subscale Raptor components are approximately half the size of the final, operational design, and the need to scale up by as little as a factor of 2 should make the realization of the final design considerably less difficult, and make the testing of the current Raptor far more demonstrative of the operational engine. The exploration of vacuum Raptor as the engine of an upgraded second stage for Falcon 9 would further allow for true on-orbit testing of Raptor, and increasing the performance of S2 would allow for greater flexibility in exploring second stage reuse. Musk and Shotwell have expressed interest in this, particularly given that the second stage is approximately 30% of the cost of every Falcon 9, thus capping any potential cost savings first stage (and fairing) reuse may bring. If SpaceX wishes to lower the cost of launches by a factor of 10 to 100 and bring to life any form of the Mars architecture revealed in Guadalajara, they will have to develop second stage reusability that it is both as rapid, functional, and complete as they soon hope to make first stage reuse.
A fully reusable Falcon 9 would offer the company more cost-effective ways to launch their own profit-driving internet constellation, and could also simply provide deeper profit margins for their main business of commercial launches. However, with Musk having already publicly acknowledged that reusability cost SpaceX approximately $1 billion to develop, SpaceX is certainly already considering the plausibly diminishing returns of diverting more funds and human resources into the continued development of Falcon 9. The most likely outcome is almost certainly some combination of the above goals, whereby SpaceX would delay their Mars exploration timeline by several years and concurrently pursue Falcon 9 second stage reuse and the initial test article development for their Mars architecture, as well as exploring the challenges and intricacies of human spaceflight and deep space exploration with Dragon v2.
-
- The carbon composite LOX tank test article before its first pressurization testing in northern Washington, mid-November 2016. (Reddit /u/ Death_Cog_Unit)
-
- SpaceX’s massive carbon fiber liquid oxygen tank seen testing in Northern Washington. BFR’s tankage will be 25% narrower, and thus easier to manufacture. (SpaceX)
-
- The test article before testing in early February 2017, during which it is believed to have lost structural integrity and failed. (Reddit /u/TeddyBear3238)
-
- The remains of the test article tank after suspected over-pressure testing. Divers were required to salvage the remains over the course of several days. (Reddit /u/ Death_Cog_Machine)
Of note, the only known major testing event in 2017 related to SpaceX’s Mars program was observed by a SpaceX fan in February of this year. After successful November 2016 tests of the carbon composite tank in northern Washington state, fans noted that the tank had made an outdoors appearance once more in early February 2017. SpaceX mentioned on Instagram that the following test, the one SpaceX was preparing for in February, was a full cryo test of the tank, meaning that it involved actual high-pressure, supercooled liquid oxygen. Another fan noted several days later that the barge SpaceX was testing the tank aboard returned to port empty, and later observed what looked like several large pieces of the tank test article that reportedly had to be recovered from the sound by divers. The logical conclusion is that the tank was destroyed during its second phase of testing, but the crucial and currently unknown fact of the matter is whether the failure was a result of intentionally destructive testing or defects in what was effectively an experimental engineering article. Further SpaceX talks later this year will likely reveal some level of detail as to what transpired in the testing of that prototype carbon composite tank.
Reasoned speculation aside, the latter months of 2017 have multiple talks, speeches, and hearings planned by SpaceX members like Elon Musk and Tim Hughes, and information on SpaceX’s Mars ambitions and other future prospects will almost certainly be offered. Hughes is to attend a hearing at 9am EST on July 13th for the U.S. Senate on commercial space and will be testifying on the subject as a representative and employee of SpaceX. Just under a week later, Elon Musk is scheduled to be the main keynote speaker at the 2017 ISS R&D Conference. His talk is set to begin at 12:30pm EST on July 19th. A handful of months after that, as mentioned above, Musk may also provide a detailed update on SpaceX’s Mars architecture at the 2017 International Astronautical Congress.
In other words, on top of an aggressive 12 possible launches between August and the end of December, SpaceX fans also can look forward to details, photos, and possibly even more about the company’s Mars efforts over the next several months.
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
