News
SpaceX CEO Elon Musk hints that Starship’s ‘sweating’ metal heat shield is no more
In the latest entry of SpaceX’s ever-changing Starship design process, CEO Elon Musk has indicated that the nominally reusable orbital spacecraft has moved away from a liquid-cooled steel heat shield to something slightly more traditional.
This information came as a SpaceX engineer announced during Cargo Dragon’s CRS-18 webcast that the twice-flown spacecraft would mark the first orbital test of a ceramic heat shield tile meant for use on Starship’s windward side. This major design change comes as a significant surprise and seems likely to either delay Starship’s orbital debut or hinder its ultimate reusability, although Musk just as recently claimed that the spacecraft could reach orbit for the first time less than six months from now.
Testing a possible Starship windward side ceramic tile. Maximizing emissivity is best for conductive/particle heating. Nice thing about steel is that tiles can be very thin, unlike carbon fiber or aluminum airframe.— ln(e) (@elonmusk) July 25, 2019
Thin tiles on windward side of ship & nothing on leeward or anywhere on booster looks like lightest option— ln(e) (@elonmusk) July 25, 2019
Back in late-2018 and early-2019, Musk took to Twitter to announce that SpaceX was pursuing an exotic metallic heat shield that would be cooled in large part by flowing liquid methane through tiny holes on its exterior, effectively ‘sweating’ away energy and preventing steel tiles from melting.
Despite incontrovertible evidence that SpaceX performed some amount of significant testing on the hexagonally-tiled steel heat shield concept, Musk’s July 24th tweets indicate that the liquid-cooled heat shield is unlikely to ever be used on Starship. For unknown reasons, SpaceX is instead pursuing some sort of thin ceramic heat shielding to protect the entirety of Starship’s windward side (i.e. the side facing the atmosphere during reentry). A handful of the first flight-qualified ceramic tiles – shaped for Dragon instead of Starship – will be tested on Cargo Dragon during the spacecraft’s orbital mission and eventual reentry.
Of note, this is not the only major design change Starship has undergone in just the last few months. Speaking on May 30th, Elon Musk stated that the design of Starship’s landing legs/fins and actuating wings and flaps has changed significantly since SpaceX revealed the new tripod fins + canard wings configuration in September 2018. According to Musk, that change will (or at least should) not significantly impact Starship’s schedule.
In fact, per his July 2019 claims that the first full-fidelity Starship prototype(s) could begin test flights in September/October and reach orbit as early as December/January, the Starship/Super Heavy schedule has actually radically sped up in the first half of 2019. In December 2018, Musk stated that he believed Starship had a 60% chance of reaching orbit in 2020, let alone late-2019.
For Starship, the massive spacecraft’s heat shield is arguably its single most important component. A failure to ensure that the heat shield is unprecedentedly reusable and reliable – even in the face of ultra-high-velocity interplanetary reentries – will severely limit Starship’s ability to achieve its ultimate goals of enabling affordable access to space and building a sustainable city on Mars. Musk’s comment that ceramic tiles are just “a possible” Starship heat shield element further indicates that SpaceX has yet to firmly settle on a heat shield design, let alone qualify said shield for orbital flight or kick off the mass-production necessary to completely cover multiple Starship halves.
Admittedly, there is still some good news in this unfortunate development. Most notably, the fact that Starship will still be made of steel means that the non-metallic heat shield tiles can be extremely thin and light, as they can be more or less directly attached to Starship’s steel hull. Additionally, steel Super Heavy boosters may be able to get away with zero heat shielding thanks to the relatively high melting point and heat resistance of certain varieties of stainless steel.
So long as both of those characteristics remain true, it’s likely that it will still make sense for Starship/Super Heavy to be built entirely out of steel instead of something like aluminum or carbon composite. With any luck, Elon Musk will provide a detailed update on the status of SpaceX’s next-generation launch vehicle soon after Starhopper survives its first untethered flight test.
Check out Teslarati’s Marketplace! We offer Tesla accessories, including for the Tesla Cybertruck and Tesla Model 3.
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
