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SpaceX CEO Elon Musk talks Starship explosion: “We were too dumb”
Two days after a last-second failure caused Starship SN9 to smash into the ground and explode, SpaceX CEO Elon Musk has returned to Twitter with some harsh preliminary reactions.
Right off the bat, in response to a question about why Starships SN8 and SN9 both attempted their unsuccessful landings with only two of three available Raptor engines, Musk frankly stated that “we were too dumb.” At face value, it’s a decent question, given that there are no obvious showstoppers to explain why Starships couldn’t make the most of the redundancy their three Raptor engines can offer.
After completing an otherwise flawless 6.5 minutes launch, ascent, and belly-flop descent, Starship SN9 began a critical ~120-degree flip maneuver, sequentially igniting two Raptor engines and using that thrust to flip from a belly-down attitude to a tail-first landing configuration. Unfortunately, though the first Raptor did fire up and put in a good effort, the second engine failed to ignite, leaving the building-sized rocket to impact the ground traveling far too quickly.
Ironically, more than three years ago, Musk himself revealed in a Reddit Ask Me Anything thread that he and his engineers had decided to modify Starship’s (then known as BFS) design by adding a third Raptor to its central cluster of two engines.
“Btw, we modified the [Starship] design since IAC [2017] to add a third medium-area-ratio Raptor engine partly for that reason (lose only 1/3 thrust in engine out) and allow landings with higher payload mass for the Earth to Earth transport function.”
Elon Musk – Reddit AMA – October 2017
Primarily meant to enable more efficient landings in Earth’s atmosphere, adding a third engine to that cluster would logically increase the chances of a successful (or at least survivable) landing in the event that one engine fails. Greater thrust and an improved thrust-to-weight ratio both during launch and landing would fundamentally improve the efficiency of Starship, likely making up for most or all of the added weight.
In retrospect, it’s not entirely surprising to learn that a three-engine landing burn is probably the most logical option if three landing-class engines have been included in the design. In SpaceX and Musk’s defense, however, there are also several good reasons to use as few Raptor engines as possible.
It was foolish of us not to start 3 engines & immediately shut down 1, as 2 are needed to land— Elon Musk (@elonmusk) February 4, 2021
Throttling high-performance rocket engines is exceptionally difficult and Raptor is not yet a fully mature engine, meaning that it’s throttle capabilities are likely less than optimal. That’s relevant because the higher a rocket’s thrust-to-weight ratio during landing, the more aggressive its landings have to be. SpaceX is apparently extremely conservative with Starship in this regard, prioritizing slow, gentle landings by only using two of three available engines.
Ironically, it’s possible that that attempt at risk reduction resulted in harder landings for both Starship SN8 and SN9, as three-engine landing burns could have potentially slowed them down significantly more before impact.
At the same time, though it may have mitigated the severity of both landing failures, three-engine landing burns would not have resolved the fundamental issues that caused them. In SN8’s case, low fuel header tank pressure doomed the Starship, while SN9 is more ambiguous. Aside from the clear Raptor ignition failure, which a three-engine burn could have resolved by downselecting to two healthier engines, the one Raptor that did ignite appeared to suffer some kind of uncontained failure seconds before landing.
Impressively, despite that apparent combustion chamber or preburner failure, the engine’s landing burn seemed to continued uninterrupted until the moment of impact. As such, it’s hard to say if that lone Raptor was still producing substantial thrust or if it was in the throes of a catastrophic failure. If it could have held on for another 5-10 seconds and the third Raptor (the engine that didn’t reignite) was able to restart and perform without issue, a three-engine landing burn could have easily made SN9’s demise less violent or even have enabled a soft landing.
While a three-engine burn all the way to touchdown appears to be extremely risky or impossible for present-day Starships, Musk implied that there was nothing preventing SpaceX from reigniting all three engines during the initial flip and landing burn and using that time to determine the health of all three engines. If all three were healthy, Starship would shut down one for a soft landing. If one engine failed to restart or lost thrust shortly after ignition, the other two would already be active and able to take over.
Musk says that Starship SN10, already at the launch pad and likely days away from its first tests, will attempt to adopt that approach on an upcoming test flight expected as few as 2-3 weeks from now.
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.
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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
