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NASA head hints that reusable rocket cos. like SpaceX will enable Moon return
In a series of thoroughly unexpected and impassioned introductory remarks at one of several 2018 Advisory Council meetings, NASA administrator Jim Bridenstine bucked at least two decades of norms by all but explicitly stating that reusable rockets built by innovative private companies like SpaceX and Blue Origin will enable the true future of space exploration.
Incredibly, over the course his fascinating hour-long prelude, Bridenstine effectively mentioned NASA’s own SLS rocket and Orion spacecraft – under development for the last decade at a cost of at least several tens of billions of dollars – a total of one time each. Instead, heavily emphasizing the absolute necessity that NASA’s next major human exploration project be sustainable, the administrator spoke at length about the foundational roles that international and domestic space agencies and private companies will need to take on in order to make NASA’s on-paper return to the Moon both real, successful, and useful.
Aside from his arguably brave (but spot-on) decision to all but ignore Boeing and Northrop Grumman’s SLS rocket and Lockheed Martin’s Orion spacecraft over the course of an hour spent speaking about the future of NASA’s human exploration of the Moon and on spaceflight more generally, Bridenstine had nothing but praise for recent successes in the American aerospace industry.
Most notably, he spoke about his belief – at least partially stemming from an executive order requiring it – that the only way NASA can seriously succeed and continue to lead the world in the task of human space exploration is to put an extreme focus on sustainability. Judging from his comments on the matter, the new NASA/Federal buzzword of choice is just a different way to describe hardware reusability, although it certainly leaves wiggle room for more than simply avoiding expendable rocket hardware.
“It’s on me to figure out how to [return to the Moon] sustainably. … And this time, when we go, we’re gonna go to stay. So how do we do go sustainably? Well, [we take] advantage of capabilities that didn’t exist in this country even five or ten years ago. We have commercial companies that can do things that weren’t possible even just a few years ago … to help develop this sustainable [Moon exploration] architecture.” – NASA Administrator Jim Bridenstine, 08/29/2018
While it might not look like much (aside from a “no duh” statement) to anyone unfamiliar with the trials and tribulations of NASA bureaucracy and politicking, this quote – directed at an audience of senior NASA scientists and managers and independent experts – is absolutely extraordinary in the context of NASA’s history and the formulaic eggshells NASA administrators have traditionally been forced to walk on when discussing American rocketry.
Not only is SLS/Orion utterly and conspicuously absent in a response to the “how” of starting a new wave of lunar exploration, but Bridenstine also almost explicitly names Blue Origin and SpaceX as torchbearers of the sort of exceptional technological innovation that might revolutionize humanity’s relationship with space. By referring specifically to “commercial companies that can do things that weren’t possible even just a few years ago”, the only obvious answers in the context of serious human exploration on and around the Moon are Blue Origin and SpaceX, both of which managed their first commercial rocket landings in late 2015.
Bridenstine went even further still, noting that NASA will need not just reusable rockets for this sustainable lunar exploration, but also reusable orbital tugboats (space tugs) to sustainably ferry both humans and cargo to and from Earth and the Moon and reusable lunar landers capable of many trips back and forth from space stations orbiting the moon. At one point, he even used SpaceX CEO Elon Musk’s (in)famous and well-worn analogy of commercial airlines to emphasize the insanity of not using reusable rockets:
“We have reusable rockets [now]… Imagine if you flew here across the country to [NASA Ames] in a 737 and when the mission was over, you threw the airplane away. How many of you would have flown here?” – NASA Administrator Jim Bridenstine, 08/29/2018
At today's NASA Advisory Council (NAC) meeting, Administrator Jim Bridenstine says the next hop to the moon is going to be sustainable – and will require reusable spaceflight hardware. Uses the same airplane analogy @ElonMusk does when it comes to explaining advantages.
— Emre Kelly (@EmreKelly) August 29, 2018
Reusable rockets lead the charge
It may be generous to include Blue Origin side by side with SpaceX, given the fact that its New Shepard rocket is extremely small and very suborbital, but the company does have eyes specifically set lunar landers and outposts (a project called Blue Moon) and is developing a large and reusable orbital-class rocket (New Glenn) set to debut in the early 2020s.
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- Falcon Heavy’s side boosters seconds away from near-simultaneous landings at Landing Zones 1 and 2. (SpaceX)
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- We’re not here just yet, but SpaceX is pushing hard to build BFR and get humanity to Mars as quickly as practicable. (SpaceX)
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- Blue Origin’s aspirational future, the highly reusable BE-4 powered New Glenn rocket. (Blue Origin)
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- Blue Origin’s Blue Moon concept, set to begin experimental lunar landings as early as 2022 or 2023. (Blue Origin)
SpaceX, while focused on Mars colonization, has also expressed a willingness to participate in any sort of lunar exploration that NASA or other international space agencies might have interest in. Currently in the middle of developing its own massive and fully reusable rocket, known as the Big F_____ Rocket (BFR), SpaceX nevertheless already has a flight-tested, highly successfully, and unbeatably cost-effective family of reusable Falcon rockets capable of affordably launching significant mass to the Moon. In fact, both NASA and ESA (European Space Agency) are already seriously considering SpaceX’s Falcon Heavy as the launch vehicle of choice for several critical pieces of a Moon-orbiting space station, expected to launch no earlier than the early to mid-2020s.
Whether or not Bridenstine’s incredible and eloquent statements translate into tangible changes to NASA’s long-term strategy, it’s quite simply refreshing to hear a senior NASA executive – let alone the administrator – speak freely and rationally about the reality of what is needed to enable a truly new era of human spaceflight and exploration.
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
