News
SpaceX will use a parasail guidance system to land Falcon 9’s fairing into a huge net
SpaceX recovery vessel Mr Steven officially departed Port of Los Angeles on the evening of July 23 and is speeding towards its first Falcon 9 fairing recovery attempt since a major series of refits and upgrades. With massive new arms and usable net area increased fourfold, chances are better than they’ve ever been for the iconic clawboat to at last snag its first true ‘catch’ of a parasailing payload fairing.
Set to be stationed roughly 900 km (600 mi) southwest of the California coast, Mr Steven’s vast new net should dramatically even the playing field, cutting the effective error margin for each fairing catch attempt by as much as 60% on its own. An extra ~30 meters of net both length and width-wise would functionally act as a cushion for the ~50-meter accuracy the fairings have demonstrated thus far (i.e. halves missed Mr Steven’s smaller, original net by 50 m).
Still, the question remains for many people: how exactly does Mr Steven ‘catch’ a clamshell fairing half, and how does that fairing half find its way to Mr Steven?
A parasail and a prayer
Each Falcon 9 fairing is a two-piece 1600 kg sandwich of carbon fiber composites and aluminum honeycomb, as well as internal dressings of soundproofing panels, cold nitrogen gas thrusters for attitude control in vacuum, and finally the parafoil and control hardware/avionics necessary to safely recover the fragile halves. Stretching 13m long and 5.2m wide (43ft x 17ft), SpaceX has partially worked with contractors already experts in the art of autonomously guiding parasails with payloads up to 10,000 kg (22,000 lb), and doing so with some level of accuracy.
Ultimately, GPS-guided parafoils have been done successfully many times over in the past two or so decades. For the most part, the problems preventing SpaceX from recovering fairings in Mr Steven’s net have been almost entirely solved: the fact that six or more halves have been recovered intact after their Falcon 9 launches confirm that much. SpaceX engineers have somehow found a way to allow a highly flexible, lightweight, and aerodynamically awkward lifting body to survive a journey from heights of 110+ km and speeds of several kilometers per second.
One half of SpaceX’s Iridium-6/GRACE-FO just moments before touchdown on the Pacific Ocean. (SpaceX)
Per the extraordinarily minimalist appearance of each half’s parafoil recovery hardware and the lack of any clear control mechanism, it’s very likely that SpaceX has sided with an in-canopy (canopy=the parachute) system of actuators tasked with subtly warping the parafoil, comparable in functionality to a crude replica of a bird’s wing.
When in doubt, copy birds
Birds fly with such extraordinary precision thanks to granular control surfaces known by most as “feathers”, whereby slightly tweaking the location of feathers or changing the shape of the wing can result in a huge range of behaviors. In-wing actuation and control is an elegant – if complex – solution for the problems posed by parafoil guidance. In this case, SpaceX’s contractor (MMIST) likely deserves at least some of the credit for several nearly successful catch attempts thus far, delivering each unpowered fairing half from an altitude of 110+ kilometers, speeds of more than 2 kilometers per second, and parabolic trajectories stretching over 800 kilometers to a square roughly 100m by 100m.
If each halve’s accuracy can be cut by 75% of that to an area of 50m by 50m, SpaceX and Mr Steven should have no trouble in reliably and routinely catching Falcon 9 payload fairings for rapid reusability, perhaps one day translating into a similar approach for the recovery of Falcon 9’s orbital upper stages and SpaceX’s Crew and Cargo Dragon spacecraft. Mr Steven’s new net upgrade is meant to accomplish exactly that by offering a much larger surface area for Falcon fairings to ‘aim’ at.
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- NASA’s X-38 project demonstrated the functionality of autonomous parasail guidance in 1999. (NASA)
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- By tweaking, pulling, and tensing or loosening any number of those lines with servo motors and actuators, one can very accurately control the flight characteristics of a parafoil. (NASA)
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- From left to right, my best guess for each fairing is PAZ, Iridium-6 Half 1, Iridium-5, and Iridium-6 Half 2. (Pauline Acalin)
Once the massive 800-kilogram components can be captured in flight by Mr. Steven, it should be a fairly simple prospect for SpaceX to move from recovery to reuse, potentially saving as much as 10% ($6m) of the cost of each Falcon 9 and Falcon Heavy launch in one simple, fell swoop. Perhaps even more importantly, fairing reuse would remove some of the pressure placed on SpaceX’s composite production floor, which currently must support the fabrication of dozens of fairing halves, booster interstages, payload adapters, Falcon Heavy nose cones, and much more, including smaller subassemblies required for both Crew and Cargo Dragons.
BFR is gonna need all the composite design and manufacturing expertise it can get.
For prompt updates, on-the-ground perspectives, and unique glimpses of SpaceX’s rocket recovery fleet (including fairing catcher Mr Steven) 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
