News
Future SpaceX & Blue Origin rocket recoveries may use largest mobile crane in the US
Florida’s Canaveral Port Authority took delivery of what is now the largest mobile crane on U.S. soil, originally purchased in order to support both extremely large cargo ships (known as New-Panamax-class) and the unique needs of orbital-class rocket recovery operations for SpaceX’s Falcon 9 and Falcon Heavy and Blue Origin’s prospective New Glenn launch vehicle.
While there’s a good chance that SpaceX will avoid changing their current Port Canaveral recovery operations and the complement of cranes they already lease or own, Blue Origin will almost certainly take advantage of Port Canaveral’s vast new crane, capable of lifting more than 200 metric tons (~450,000 lbs) at heights greater than 50 meters (160 ft).
I know @AstroVicnet had some questions about the new mobile crane and how it will be used in Port Canaveral. Here is an explainer and how it connects to our Spaceport partners like @SpaceX and @blueorigin. #SpaceXFleet https://t.co/UQqItZbdIr
— Julia Bergeron (@julia_bergeron) January 19, 2019
To put the scale of the crane (and perhaps SpaceX and Blue Origin rockets) into perspective, Falcon 9’s booster – on its own – stands an incredibly 45m (~150 ft) tall or almost the same height as the LHM 600’s main boom (the gray cylinder/tower in the photos above), while Blue Origin’s New Glenn first stage – set to debut as early as 2021 – would tower an extraordinary 57.5m (~190 ft) tall, probably 60m if its small legs are deployed. While SpaceX’s BFR booster (now Super Heavy) is expected to attempt recoveries on the actual launch pad mount, it would stand around 63m (~210 ft) tall. New Glenn and Super Heavy are likely to weigh 50-150+ tons empty.
COLOSSAL CRANE ARRIVES: A 270-foot-tall mobile harbor crane billed as the largest in the United States sails into Port Canaveral aboard the cargo vessel Happy Dover on Friday morning. The 87-foot-long, 1.1-million-pound Liebherr LHM 600 is set to go into service later this year. pic.twitter.com/51DP8Hdb0w
— Port Canaveral (@PortCanaveral) January 18, 2019
The point is that for monolithic objects that are as tall as large rocket boosters, the logistics of actually moving them around can be surprisingly complex and challenging. SpaceX’s Falcon 9 and Heavy boosters happen to be short enough to be conveniently moved and manipulated by cranes that are quite large but still fairly common and easy enough to lease or purchase. SpaceX consistently uses similar tall, yellow cranes for the process of actually lifting Falcon 9 boosters – around 30t (~66,000 lbs) dry – off of their drone ships and onto land, while far smaller wheeled cranes can be used for the process of manipulating Falcon boosters once they are horizontal.
Given just how relatively light Falcon boosters are compared to their towering height, the cranes that can safely lift such tall and delicate objects tend to be designed to easily lift 5-10X as much weight at once. The next-generation rocket boosters (and even SpaceX’s Starship upper stage) will continue to push the height performance and begin to test the mass capabilities of modern cranes, particularly mobile varieties like the one that just arrived in Port Canaveral. One massive benefit of wheeled cranes like LHM 600 is how versatile and flexible they are, while tracked cranes like the largest ones SpaceX currently uses simply can’t move without risking the destruction of the ground beneath them, requiring that they use advanced mass-spreading technologies (i.e. giant beams of hardwood) wherever they crawl.
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- Another view of Port Canaveral’s shiny new LHM 600 crane shortly after arriving ashore. (Canaveral Port Authority)
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- Teslarati photographer Tom Cross managed to catch Port Canaveral’s new crane shortly after sunset, January 18th. (Tom Cross)
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- One of several large cranes used by SpaceX to vertically transport Falcon 9 and Falcon Heavy boosters is pictured here during third recovery of Falcon 9 B1046, December 2018. (Pauline Acalin)
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- New Glenn is a massive reusable rocket that will stand ~82m (270 ft) tall and be able to launch up to 45 metric tons (100,000 lb) to low Earth orbit (LEO). (Blue Origin)
Liebherr’s mobile harbor cranes offer a far more mobile solution in the form of traditional rubber tires and multiple large spreader plates that can be deployed and retracted when stationary. It will be genuinely interesting to see if SpaceX decides to replace its proven modes of vertical-lift recovery operations to gain the benefits of a crane that is new and an unknown quantity but could still simplify certain recovery operations. Perhaps even more importantly, the Canaveral Port Authority owns the new crane and apparently bought it with the specific intention of allowing companies like SpaceX and Blue Origin to use it – presumably for a reasonable fee – to assist during rocket recovery operations.
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
