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SpaceX competitor ULA CEO still questions the economic value of reusable rockets
SpaceX has made a name for itself for being one of the only private space companies today to deploy a fleet of rockets that are capable of being reused for multiple missions. Elon Musk has sworn by the economics of rocket reusability, and this is shown by SpaceX’s launch prices compared to competitors that use expendable rockets. Yet for Tory Bruno, the CEO of ULA, the economic sense behind reusable rockets like the Falcon 9 is still questionable.
Interestingly enough, the ULA is poised to use Blue Origin’s BE-4 engines for the first stage of its expendable Vulcan rocket. Like SpaceX, Blue Origin’s vision of spaceflight involves rockets that can be reused multiple times before they are retired. ULA, for its part, notes that it may decide to recover and reuse the Vulcan’s BE-4 engines down the road, using a system that disengages the units after launch and having them fall back through the atmosphere while being protected by an inflatable hypersonic shield.
A helicopter would then be positioned to catch the engine section midair while it makes its descent. ULA has come up with a noteworthy name for this system: the Sensible Modular Autonomous Return Technology, or SMART approach. In a statement to Aviation Week, ULA CEO Tory Bruno explained the strategy behind the company’s SMART strategy.
“It does not impact, in any significant way, the overall performance of the launch vehicle because you don’t have to save fuel to fly home with. You still get to burn up all your fuel, separate your engine, which is the most expensive piece, and recover it,” Bruno said.
Elaborating further, the ULA CEO mentioned that ultimately, he believes that the economics of reusable rockets is still up for question. Bruno argued that it is still difficult to ensure that using reusable rockets instead of expendable machines actually saves money.
“We have not really changed our assessment over the last couple of years because we have yet to see the other forms of reusability—flyback or propulsive return to Earth—demonstrate economic sustainability on a recurring basis. It’s pretty darn hard to make that actually save money… We’ve seen nothing yet that changes our analysis on that,” the ULA CEO said.
The ULA CEO’s points about the possible lack of savings on reusable rockets put him in stark contrast with other noteworthy leaders in the space industry. Apart from SpaceX CEO Elon Musk, fellow billionaire Jeff Bezos of Blue Origin is also intently focused on using reusable rockets. Even Rocket Lab CEO Peter Beck, whose company designs and launches small rockets, has embraced the idea of reusing previously-flown boosters.
In a statement in August 2019, for example, Beck noted that he actually had to “eat his hat” when it came to reusing his company’s rockets. “For a long time, I said we weren’t going to do reusability. This is one of those occasions where I have to eat my hat,” the Rocket Lab CEO said.
That being said, the fact that the ULA CEO is considering reusing the Vulcan’s BE-4 engines may be considered as a small win for reusable rockets. Perhaps in the near future, Bruno would see exactly why SpaceX has grown so much over the years, and why the company is practically launching its Starlink satellite internet system at a minimal cost.
“We view (rocket reuse) as sort of a journey. We’re going to start with the engines because we’re pretty sure we can save money with that and pass those savings on right away. As we learn more by doing, we’ll continue to assess other valuable parts of the rocket, and we may discover that we can do that there as well.
“There is one funny thing about reusability. As you make your rocket less expensive, and you make parts of your rocket less expensive, it’s harder to close a business case on reuse because the thing you’re recovering isn’t as valuable. There’s a balance there,” Bruno said.
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Tesla Model Y Performance gets positive review from Swedish auto outlet
The refreshed Model Y Performance model receives unique bumpers, red brake calipers, new wheels, and a carbon fiber spoiler.
It appears that Tesla has created something special with the new Model Y Performance. The vehicle, which was released earlier late August, has started receiving rave reviews, some of it even from publications that tend to be critical of the EV maker and CEO Elon Musk.
Model Y Performance impressions
Swedish automotive outlet CarUp.se has given the updated Tesla Model Y Performance high marks, highlighting its redesigned sport seats as a standout improvement. Tesla implemented a number of key improvements to the Model Y Performance, such as its redesigned sports seats, which now feature powered thigh extensions like those found in the Model Y L from China.
To summarize, its review, the publication noted that “In addition to making you sit like a king, (the Model Y Performance) is also extremely fast at red lights.” The publication highlighted that “the exterior of the Tesla quickly reveals that it is a Tesla Performance model and there is no doubt that it is a really good-looking electric car.” This is quite impressive considering that the previous-generation Model Y Performance looked quite tame compared to the Model S and X Plaid and the Model 3 Performance.
Tweaks and improvements
The refreshed Model Y Performance model receives unique bumpers, red brake calipers, new wheels, and a carbon fiber spoiler, which together give the crossover a more athletic appearance. Performance badging and projection lighting further distinguish it from other Model Y variants. Inside, the upgraded front sport seats deliver noticeably improved support compared to the standard version, enhancing the vehicle’s balance of comfort and sportiness.
The new Model Y Performance deliver 460 horsepower and a top speed of 250 km/h, while consumption is listed at 16.2 kWh/100 km and range at 580 km WLTP. The crossover also benefits from adaptive suspension with preset damping modes. Manufactured at Gigafactory Berlin-Brandenburg, the Model Y Performance is currently available in Europe and the Middle East, with deliveries expected to start in the next 1-2 months.
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Tesla Model Y leads sales rush in Norway in August 2025
The surge was led by the new Tesla Model Y, which has proven to be quite successful in the European country.
Tesla posted strong results in Norway this August. The surge was led by the new Tesla Model Y, which has proven to be quite successful in the European country.
Tesla’s excellent August
Data aggregated by TeslaStats.no suggested that Tesla saw 2,959 vehicle deliveries in August. This represents a notable 38.59% year-over-year increase compared to the 2,135 vehicles that were delivered by the electric vehicle maker in August 2024. Estimates from EU-EVs also indicated that Tesla sold 2,450 Model Ys in August 2025, making it the country’s top model.
Tesla’s domination in Norway was so notable that even with several days left in August, Swedish automotive outlet CarUp estimated that Tesla already held about 22% of the country’s auto market. This was very impressive considering that Tesla saw headwinds in Europe earlier this year due to the changeover to the New Model Y and negative sentiments about CEO Elon Musk.
Existing momentum
Tesla’s momentum in Norway has been notable for some time. In June, registrations rose 54% year-over-year, according to the Norwegian Road Federation (OFV). The Model Y was the standout, recording a 115% increase compared to the same month in 2023. Growth was even sharper in May, when Tesla sales surged 213%, CNBC noted.
Christina Bu, secretary general of the Norwegian EV Association (NEVA), attributed the brand’s success to the refreshed Model Y and its practical appeal. “I think it just has to do with the fact that they deliver a car which has quite a lot of value for money and is what Norwegians need,” Bu said. She pointed to features such as spacious cargo capacity, all-wheel drive, towing capability, higher ground clearance, intuitive digital systems, and Tesla’s established charging network as key factors.
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Tesla dominates JD Power tech survey with double VW’s score, but gets no award
Tesla was not eligible for awards because the company did not “meet study award criteria.”
Tesla has emerged as the clear leader in JD Power’s latest technology survey, dominating with a score twice that of veteran automakers like Volkswagen.
This was despite Tesla not receiving any official awards in the survey due to eligibility issues.
Survey results
As per JD Power, its 2025 U.S. Tech Experience Index (TXI) Study collected responses from 76,230 owners of new 2025 model-year vehicles. This was the 10th year that the auto firm has conducted its study. Based on the raw scores of automakers in the survey, Tesla was the clear winner with a rating of 873 points out of 1,000. As noted in a CarUp report, Tesla’s ratings was more than twice as much as veteran automakers like Volkswagen or Toyota, which scored 432 and 436 points, respectively.
Rivian ranked second in the results with an impressive 730 points out of 1,000. That being said, JP Power noted in its press release that both Tesla and Rivian, the two highest-scoring automakers in its survey, are not eligible for awards because the companies do not “meet study award criteria.” In its report, CarUp alleged this criteria required automakers to be sold in all U.S. states.
As a result, Genesis was officially awarded the top rank in JD Power’s study despite its 538 score. Following Genesis was Cadillac, which received a score of 526, and Lincoln, which received a score of 523 out of 1,000.
Driver insights
According to JD Power, technology-related problems reported by drivers decreased by 6.3 per 100 vehicles compared to last year, contributing to a stronger user experience overall. Respondents identified automatic climate control as one of the most appreciated features, thanks to its ability to manage heating, ventilation, and air conditioning seamlessly.
“Smart technology not only seems to anticipate the driver’s needs but also reduces the cognitive workload and some of the difficulties that drivers face with digital systems,” said Kathleen Rizk, senior director of technology at JD Power.
Car wash mode, a feature meant to prepare vehicles for automated cleaning, was a frequent source of frustration due to its placement within infotainment menus. Drivers also voiced concerns over recognition systems that occasionally malfunction. In contrast, the blind spot camera received widespread praise, with 93% of drivers reporting regular use and 74% stating that they would like the feature in future vehicles.
Tesla Model Y Performance gets positive review from Swedish auto outlet
Tesla Model Y leads sales rush in Norway in August 2025
Tesla dominates JD Power tech survey with double VW’s score, but gets no award
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