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SpaceX sets new goals for Falcon booster reuse goals after ten-flight milestone
Speaking virtually at Barcelona’s 2021 Mobile World Congress (MWC), CEO Elon Musk says that SpaceX has already set its sights on even more ambitious reusability goals for Falcon rocket boosters.
Less than two months prior, booster B1051 sent 60 satellites and an upper stage on their way to orbit, simultaneously becoming the first Falcon 9 first stage to ace ten orbital-class launches and landings, crossing a mostly symbolic – but still significant – milestone years in the making. SpaceX competitors – most notably the United Launch Alliance – have often held the ten-flight mark over its head as the latest in a long line of moving goalposts used to discredit, demean, and look down upon reusable rockets and SpaceX’s efforts to realize them.
Not long before it was clear that SpaceX would hit that 10-flight target with at least one Falcon booster, competitors working overtime to rationalize a lack of substantial investment into reusable rockets shifted their goalposts again, expanding rationales to require a fleetwide average of ten flights. Instead of explaining why SpaceX’s reusability plans could never work, as many dozens of aerospace executives have assuredly done over the last 5-10 years, the new attitude du jour is to claim that SpaceX’s ability to achieve its reuse goals was never actually in doubt and that the economics of full booster reuse simply can’t make economic sense!
Now, five and half years after Falcon 9’s first successful booster landing, four years after SpaceX’s first successful booster reuse, and seven weeks after a Falcon 9 first stage’s first ten-flight milestone, Elon Musk says that some of the company’s fleet of boosters are already “slated to fly 20 or possibly 30 times.” Never one to personally rest or allow his companies to rest on their laurels, SpaceX now has a new target to strive for as teams work to ramp and sustain Falcon 9’s launch cadence at record-breaking levels.
Back before Falcon 9’s Block 5 upgrade debuted in May 2018, Musk held a press conference in which he made it abundantly clear that it was SpaceX’s “unequivocal intent” to launch new Falcon boosters up to 10 times without refurbishment. Three years later, although SpaceX ultimately abandoned plans to recover and reuse Falcon 9’s upper stage to prioritize Starship development, Musk’s dream of cutting the cost of launch by a full magnitude has almost been realized.
Technically, if SpaceX had developed a reusable upper stage, Falcon 9 as it stands today could feasibly cost just ~10% of its list price (~$6 million. Factoring in the cost of a new expendable upper stage for each mission, the actual cost of a modern Falcon 9 launch with a flight-proven booster and payload fairing is closer to ~$18M. However, in the same June 2021 interview, Musk confirmed that the cost of Falcon 9 operations – as in refurbishment, recovery, consumables, and any other recurring work – is just 10% of the cost of launch, effectively confirming that Falcon 9’s Block 5 upgrade really did create a rocket booster that requires virtually no refurbishment.
Back in Musk’s 2018 conference call, he also noted that beyond plans for up to ten flights without refurbishment, Falcon boosters could feasibly be made to fly dozens or even 100+ times with occasional in-depth maintenance – not unlike modern aircraft. Three years later, Musk is now talking about launching certain Falcon boosters 20 or 30 times, while something approximating the recurring maintenance he once described has yet to crop up.
It’s possible, in other words, that SpaceX has found that Falcon 9 Block 5 boosters – which do need some small amount of refurbishment and inspection after each launch – can actually be flown 20 or 30 times without major rework. Ultimately, only time will tell, but Falcon 9 B1051’s 11th flight is expected – this time from the West Coast – as early as late July or August 2021, carrying SpaceX’s first or second dedicated batch of polar Starlink satellites. B1051 arrived at Vandenberg Air/Space Force Base (VAFB) in late June about a month after Falcon 9 B1049 – likely set to become the second booster to complete ten launches.
SpaceX and Tesla, the two flagship companies under Elon Musk’s leadership, share a commitment to groundbreaking technology yet pursue dramatically different paths in how they connect with customers.
Tesla has built its brand through a philosophy of minimal traditional advertising, trusting that exceptional products will generate their own momentum.
SpaceX, by contrast, has embraced high-visibility paid advertising for its Starlink satellite internet service, placing prominent spots during major live sporting events such as the Super Bowl and the recent UFC Freedom 250. This divergence highlights how each company tailors its marketing to the unique demands of its products and target markets.
Tesla’s approach stems directly from Musk’s long-held conviction that superior engineering sells itself. Musk has repeatedly explained that the company redirects resources into research and development rather than endorsements or television commercials.
Tesla’s growth has relied instead on organic channels: enthusiastic owner referrals, viral product reveals like the Cybertruck, extensive media coverage of launches and achievements, and the sheer visibility of its vehicles on roads everywhere.
Even as the company has tested more social media promotions in response to fluctuating demand, its overall strategy remains restrained and digital-focused compared to legacy automakers that pour hundreds of millions into marketing annually.
SpaceX has taken a more assertive route with Starlink to drive widespread consumer awareness. In February of this year, SpaceX aired its first-ever Super Bowl advertisement, marking the initial time any Musk-led enterprise invested in the massive event.
The thirty-second spot emphasized fast and affordable internet available nearly anywhere on the planet, blending inspiring footage of Falcon 9 and Starship landings with narration drawn from science fiction visionary Arthur C. Clarke. United Airlines complemented this with its own Super Bowl commercial showcasing Starlink-enabled high-speed Wi-Fi on flights.
🚨 Starlink Super Bowl ad! https://t.co/pEdH1KevBj pic.twitter.com/01onakkoqX
— TESLARATI (@Teslarati) February 9, 2026
But that is not all SpaceX has done to get word out about its internet service.
Just last night, Starlink branding appeared prominently on the octagon and during the broadcast of UFC Freedom 250, the high-profile event staged on the White House South Lawn. These placements represent a strategic investment in reaching massive, engaged audiences.
🚨 Starlink ads have appeared on the UFC Freedom 250 broadcast on Paramount+ pic.twitter.com/VPAAhDR6LI
— TESLARATI (@Teslarati) June 15, 2026
The rationale behind SpaceX’s advertising push lies in Starlink’s distinct position as a consumer broadband service. Unlike Tesla’s visually striking cars that act as mobile billboards for early-adopter enthusiasts, Starlink must overcome awareness gaps in rural, remote, and mobile markets where traditional internet infrastructure falls short.
Starlink now serves as SpaceX’s leading revenue generator, with ambitions tied to future growth and potential public offerings. Targeted advertising during sports broadcasts efficiently demonstrates real-world reliability for applications ranging from home connectivity to aviation and live event broadcasting.
Partnerships with airlines and mobile providers further extend its reach, while high-profile placements help convert curiosity into subscriptions amid competition and regulatory considerations.
Ultimately, these contrasting strategies reflect the different maturity levels and competitive landscapes each business navigates. Tesla benefits from built-in visibility and a passionate community that amplifies its message at little cost.
Starlink, operating in the more fragmented broadband sector, requires deliberate efforts to educate and attract mainstream users. By leveraging the spectacle of major sporting events where Tesla once declined to participate, SpaceX is accelerating Starlink toward global ubiquity.
This flexibility underscores a key lesson: even the most innovative companies must adapt their tactics to the practical realities of their markets and customer acquisition challenges.
Elon Musk
SpaceX (SPCX) IPO is live today at $135: Here’s exactly what you need to know
SpaceX priced its historic IPO at $135 per share today, raising a record $75 billion.
SpaceX officially priced its initial public offering at $135 per share, offering 555,555,555 shares of Class A common stock and raising $75 billion in what is the largest IPO in stock market history. Shares are set to begin trading on the Nasdaq Global Select Market on Friday, June 12, under the ticker symbol SPCX. The previous record holder was Saudi Aramco’s 2019 offering at $29 billion, followed by Alibaba’s $22 billion offering in 2014.
At $135 per share and roughly 555.6 million shares, the implied valuation sits near $1.75 trillion, which would make SpaceX roughly the seventh largest company in the United States, just above Tesla’s current market cap. Regular investors can request shares at the IPO price through Robinhood, Fidelity, Charles Schwab, SoFi, and E*TRADE, though the deal is heavily oversubscribed and most retail allocations will be partial or unfilled. Once trading opens June 12, anyone with a brokerage account can buy SPCX on the open market.
SpaceX’s amended S-1 is sparking a major Tesla merger conversation
The valuation is anchored primarily by Starlink. Starlink crossed 10 million subscribers as of February 2026 and is adding 750,000 to 1.5 million new users per month, with the connectivity segment already posting a $1.19 billion profit last quarter. The offering also bundles in xAI following SpaceX’s all-stock merger earlier this year, adding Grok and the Colossus supercomputer to the investment thesis. As Teslarati reported, Starlink ended 2025 with $10 billion in revenue, a figure analysts project could reach $24 billion by end of 2026.
Wedbush analyst Dan Ives has been vocal in his support. “I think the time is right,” Ives said, adding that the offering expands the Elon Musk ecosystem rather than competing with Tesla. An average 12-month price target of $165 per share represents roughly 22% upside from the IPO price. Not everyone agrees – Motley Fool noted xAI is spending $1 billion per month playing catch-up to OpenAI and Anthropic.
Musk founded SpaceX in 2002 with a single stated purpose. “Elon founded SpaceX with a goal to change humanity, to make us a multi-planet species,” CFO Bret Johnsen said in the company’s retail roadshow video this week. Musk himself has been more direct: “We are building the systems and technologies necessary to provide global connectivity on Earth and beyond, to understand the true nature of the universe, and to extend the light of consciousness to the stars.”
Investor's Corner
Tesla unfolded its first European “folding Supercharger”
Tesla’s folding Supercharger just arrived in Europe and it changes how fast charging expands.
Tesla’s Folding Unit Supercharger has officially landed in Europe, with the company teasing a new installation in its effort for a broader rollout targeting major motorway rest stops across the European continent in Q3 2026. The arrival marks a notable shift in how Tesla is thinking about network expansion, moving from hardware performance alone to engineering the logistics chain itself.
While Tesla did not reveal the exact location for the new folding Supercharger in Europe, the photo shared on X heavily suggests that this maybe somewhere in Norway. Historically, whenever Tesla rolls out an entirely new infrastructure architecture in Europe, whether it was the original Supercharger stalls years ago or these brand-new modular V4 “Folding Units”, Norway is almost always the designated launch pad because of its unmatched EV adoption rate and supportive infrastructure
The Folding Unit, introduced in March 2026, is a factory pre-assembled V4 charging station built on an industrial hinge system mounted to a heavy-duty concrete base. The entire assembly arrives on site ready to unfold and connect. Tesla confirmed the units feature telescopic light poles specifically designed for easy transportation and fast on-site deployment, a detail that signals how carefully the logistics chain has been engineered alongside the hardware itself. The design allows 33% more stalls per delivery truck, cuts installation time roughly in half, and reduces overall deployment costs by more than 20% compared to traditional installations.
Tesla’s newest “Folding V4 Superchargers” are key to its most aggressive expansion yet
Tesla also noted telescopic light poles which provide benefits over traditional Supercharger installations that require fixed-height poles that are awkward to ship, slow to position on site, and often require separate crews and equipment to erect before charging hardware can even be staged. By engineering poles that compress for transit and extend on arrival, Tesla has removed one of the quieter bottlenecks in the physical deployment process. Every hour saved on a light pole installation is an hour redirected toward getting stalls energized. At scale, across dozens of new sites per quarter, those hours add up to a meaningful acceleration in how quickly a location goes from approved permit to serving its first customer.
Each Folding Unit pairs a single V4 power cabinet with eight charging posts. The V4 cabinet delivers up to 500 kW per stall for passenger vehicles and up to 1.2 MW for the Tesla Semi, supporting twice the stalls per cabinet at three times the power density of its predecessor. Longer cables make every new station immediately usable by non-Tesla vehicles, a priority as Tesla continues opening its network to Ford, GM, Rivian, Hyundai, Stellantis, and others.
As Teslarati reported when the Folding Unit was first unveiled, Tesla’s Gigafactory New York produced its final V3 Supercharger cabinet in March 2026 after more than seven years and 15,000 units, completing a full pivot to V4 production. The European arrival of the folding design is the next chapter in that transition.
Faster and cheaper deployment means Tesla can justify building in markets and corridors that were previously too expensive to serve, filling the coverage gaps that have slowed EV adoption outside major urban centers.
First Folding Unit Superchargers in Europe 🇪🇺 https://t.co/KNfYWJukkL pic.twitter.com/YR1udIpH1i
— Tesla Charging (@TeslaCharging) June 10, 2026
SpaceX maintains bold advertising push for Starlink, contrasting Tesla’s minimalistic approach
Elon Musk just put a $1 Trillion revenue number on SpaceX
