News
DeepSpace: Rocket Lab bucks the saying that ‘space is hard’ with 4th Electron success
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Rocket Lab continues to buck the adage that “space is hard” with its small but increasingly reliable Electron rocket. After a slight range hardware malfunction caused a launch abort just shy of orbit during Electron’s inaugural May 2017 launch attempt, Rocket Lab fixed the issue and returned to flight, successfully completing Electron’s first orbital launch in January 2018. On November 11th, 2018, the rocket completed its first truly commercial launch, placing seven various satellite into Low Earth Orbit (LEO), rapidly followed by Electron’s fourth successful launch on December 16th, barely one month later.
On March 29th, Rocket Lab completed yet another milestone launch for Electron, successfully placing its heaviest payload – an experimental ~150 kg DARPA spacecraft known as R3D2 – into an accurate orbit. Even relative to SpaceX’s barebones Falcon 1 launch campaign, which attempted five launches – two successfully – over a three year career, Rocket Lab’s Electron has progressed at an extraordinary pace, taking less than two years to complete its fifth launch and achieving its first launch success after just one attempt and eight months of flight operations.
Relentless progress
- To find a rocket with a comparable record of success less than two years after its first launch attempt, one must jump back more than half a century to the late 1950s and early 1960s, when Russia and the US were putting their industrial mights to the challenge of achieving spacefaring ‘firsts’. Almost all of those original vehicles – including Redstone, Atlas, Delta, Thor, Titan, and even Saturn V – were able to weather early failures and achieve extraordinary launch cadences just 12-24 months after their debuts.
- None, however, were developed as an entirely commercial rocket with almost exclusively private funds, although ESA’s Ariane 3 and 4 vehicles nearly fit the bill, with exemplary commercial track records and impressive acceleration from debut to high launch cadences.
- Incredibly, Rocket Lab has brought Electron from paper to its fourth successful launch in ~16 months on what can only be described as a shoestring budget relative to all past efforts, perhaps even Elon Musk and SpaceX.
- According to public investment records, the small US-based, New Zealand-operated company may have reached orbit for the first time with less than $100M, including ~$70M in equity investment and unspecified development funding from DARPA in the early 2010s.
- Rocket Lab’s Electron rocket is quite small, measuring 1.2 m (~4 ft) wide, 17 m (56 ft) tall, and 12,500 kg (27,600 lb) at liftoff, anywhere from a quarter to half the size of SpaceX’s Falcon 1, by most measures.
- Electron is capable of placing 150–225 kg (330–495 lb) into either a 550 km (340 mi) sun synchronous orbit (SSO) or a lower low Earth orbit (LEO).
- Electron is advertised with a commercial list price of around $6M.
- Aside from Electron’s industry-defying record of achievement, its R3D2 launch is impressive for another reason: the cost of the payload relative to the cost of launch. For a rocket on its fifth-ever launch, DARPA reportedly spent no less than $25M to fund the development of the experimental R3D2 smallsat, while – as mentioned above – the cost of Electron’s launch could have been as low as ~$6M from ink to orbit.
- In slightly different terms, Electron has now launched a payload that could be 4-5X more valuable than itself after just three prior launch successes and less than two years after beginning operations.
- While ~$30M would not be a huge loss for a military agency like DARPA (FY19 budget: $3.4B), DARPA’s trust in Electron demonstrates impressive confidence in not just Electron, but also Rocket Lab’s standards of manufacturing, operations, and mission assurance.
- Relative to a vehicle like Falcon 9 or Atlas V, Electron’s R3D2 mission would be comparable to launching spacecraft worth ~$250M to $500M after just five launches. Both larger rockets accomplished similar feats, but small launch vehicles are historically known for less than stellar reliability.
Go[ing] forth and conquer[ing]
- Put simply, Rocket Lab has managed to build what appears to be a shockingly reliable small launch vehicle with a budget that would make Old Space companies whimper, all while offering a potential cadence of dozens of annual launches at per-launch costs as low as $6M.
- While the cost-per-kg of a $6M Electron launch is still extremely high relative to larger rockets and rideshare opportunities, what Rocket Lab has achieved is nothing short of spectacular in the commercial spaceflight industry.
- If there ever was an actual ‘space race’ to fill the small launch vehicle void created by the growth of small satellite launch demand, Rocket Lab has won that race beyond the shadow of a doubt. There is still plenty of room for competition and additional cost savings from a customer perspective, but Electron is so early to the party that future competition will remain almost entirely irrelevant for the better part of 2-3 more years.
- According to CEO Peter Beck, the company’s ambition is to sustain monthly Electron launches in the nine remaining months of 2019. Flight 6 hardware is likely already on its way to Rocket Lab’s Mahia, New Zealand Launch Complex 1 (LC-1).
Mission Updates
- The second launch of Falcon Heavy – the rocket’s commercial debut – is still scheduled to occur as early as April 7th, but a slip to April 9-10 is now expected. The massive rocket’s static fire – the first for a Block 5 Falcon Heavy – is set to occur as early as Wednesday, April 3rd.
- After Falcon Heavy, Cargo Dragon’s CRS-17 resupply mission is firmly scheduled for April (April 25th), while the first dedicated Starlink launch is now NET May 2019.
- In late May, SpaceX could launch Spacecom’s Amos-17 spacecraft, effectively free to the customer as part of a settlement following the tragic Amos-6 Falcon 9 anomaly that destroy the rocket, satellite, and large swaths of the LC-40 pad in September 2016.
Photo of the Week
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
