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The Boring Company’s innovations take center stage at Hawthorne test tunnel opening event
Two years ago, Elon Musk founded a tunneling startup aimed at battling what he creatively described as “soul-destroying traffic.” Musk’s idea was simple — traffic congestion can be addressed by using underground tunnels where vehicles can travel at extremely fast speeds on electric skates. Hence, a startup aptly named The Boring Company was born.
Since then, the tunneling company has acquired a high-profile project in Chicago, developed low-cost bricks from tunneling rocks, and completed its first test tunnel. Constructed on the backyard of the SpaceX headquarters, the Boring Company’s Hawthorne test tunnel was unveiled on Tuesday in an opening party, complete with entertainment, fun activities, and a medieval watchtower overlaid with Boring Bricks.
Being smaller in diameter than traditional tunnels, The Boring Company’s projects are more cost-effective and faster to construct. Its 1.14-mile Hawthorne tunnel, for example only cost ~$10 million to build, including internal infrastructure, lighting, comms/video, safety systems, ventilation, and tracks. Conventional tunneling projects, which involve larger tunnels and traditional digging methods, could cost as much as $1 billion per mile.
Elon Musk conducted an information session to members of the press prior to the official start of the unveiling. During the meeting, Musk discussed some updates about the startup’s concepts. For one, Musk noted that The Boring Company had changed its idea of using electric skates to propel cars. Instead of using pre-made electric skates, the company is now using the vehicle as the skate itself.
“There won’t be a skate — no more skate. The vehicle is the skate,” Musk said.
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Tesla Model X fitted with electric skates for transportation through The Boring Company’s Hawthorne test tunnel. (Photo: Tom Cross/Teslarati)
The Hawthorne test tunnel would be utilizing the Loop System, which is designed to accommodate cars and passenger pods. During the Q&A, Musk noted that the Loop is a step towards the eventual creation of Hyperloop, which utilizes pods traveling inside low-pressure tubes at speeds of up to 700 mph. “The loop is a stepping stone toward Hyperloop. Loop is for transport within a city. And Hyperloop is transport between cities,” Musk said.
Apart from referencing Hyperloop transportation, Musk further discussed other possible uses for The Boring Company’s technology. Reiterating an idea he expressed during a “fireside chat” in Los Angeles with LA Mayor Eric Garcetti, Musk noted that the Boring Co.’s tunnels could also be used for utilities such as water lines. Due to the tunnels’ construction and design, Musk stated that “If a water main breaks, it floods through the tunnel one end, and gets pumped out the other.” This would allow cities to address utility issues without much hassle.
Just like Musk’s other companies like Tesla and SpaceX, The Boring Company is in a constant process of innovation. The startup, for one, continues to design and develop its third-generation Tunnel Boring Machine. Once operational, the new TBM would be capable of digging 15 times faster than a conventional boring machine. Apart from using a fully-electric system to increase power, The Boring Machine is also designing the upcoming TBM’s cutter head to process more dirt. In yet another step away from convention, the tunneling startup is also creating reinforcement segments on site using the dirt excavated from the tunnel itself.
Musk has noted that The Boring Company’s tunneling projects are already attracting a lot of interest, stating that “we have more demand on tunnels than we can satisfy,” and that “we have people hounding us to invest nonstop.” In a flourish of classic Elon Musk humor, the Tesla and SpaceX CEO noted that “it’s kinda ridiculous how much interest we’ve had in investing in Boring Company.” Elaborating further, Steve Davis, the CEO of the Boring Company, added that the startup receives “greater than 5 and less than 20 requests per week from different municipalities and stakeholders.”
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
