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SpaceX Falcon Heavy launch contracts reach double digits after latest NASA win
For the third time in seven months, NASA has contracted SpaceX’s Falcon Heavy rocket to launch a high-value scientific spacecraft, raising the number of active contracts for the world’s most powerful rocket into the double digits.
In a twist that has become increasingly unsurprising, a spokesperson from SpaceX competitor United Launch Alliance (ULA) says that the company – the only other competitor for the contract – withdrew its bid because it had no more Atlas V rockets available. ULA announced earlier this year that it had officially stopped selling Atlas V launches, leaving a total of 29 more launches – all already reserved for specific customers – before the rocket is fully retired. Unfortunately for ULA, the Vulcan Centaur rocket it’s been developing to replace Atlas V and Delta IV since 2013 or 2014 is years behind schedule.
Somewhat inexplicably, even though ULA bid Vulcan to launch a high-value NASA payload in Q4 2024 as recently as this year, the company apparently didn’t feel that its next-gen rocket would be ready to launch a different payload in Q2 2024. In response, NASA’s only option to launch the GOES-U geostationary weather satellite was SpaceX’s offering, guaranteeing it the contract when ULA backed out of the competition.
Part of an 18-satellite fleet dating back to the 1970s, GOES-U will be the fourth and (as of now) final satellite in a modern extension of the GOES (Geostationary Operational Environmental Satellite) program contracted by NASA for NOAA in 2008. In 2013, GOES-T and GOES-U were added to the original GOES-R and GOES-S, nominally resulting in four satellites built by Lockheed Martin for an average of ~$350M each.
ULA or ULA-heritage rockets have launched all 18 GOES satellites to date and there was little reason to believe that wouldn’t continue until the end of the GOES-R series. However, as a result of ULA’s major Vulcan development delays, it appears that the company now finds itself temporarily incapable of competing for launch contracts. That makes it hard to judge whether SpaceX would have won GOES-U without ULA’s withdrawal, though it’s difficult to imagine ULA could have beat Falcon Heavy’s $153M contract price.
In one of the most unequivocal signs of SpaceX’s immense impact on even the launch contracts it lost, ULA’s first two GOES-R-series Atlas V launch contracts were each valued at $261M in 2021 dollars when they were awarded in 2013. In 2019, NASA again awarded ULA a contract to launch GOES-T on an identical Atlas V 541 rocket – but this time for just $177M (2021).
It’s unclear what kind of configuration Falcon Heavy will be in for its April 2024 GOES-U launch. For ULA’s GOES-R and GOES-S launches, Atlas V has delivered each ~5200 kg (~11,500 lb) weather satellite to an “optimized geosynchronous transfer orbit [GTO].” A bit like a middle ground between an elliptical GTO launch and a direct-to-geostationary-orbit (GEO) launch, both missions required Atlas V’s Centaur upper stage to perform three separate burn – and one after a three-hour coast. In theory, Falcon Heavy should be able to easily launch GOES-U to a similar orbit while allowing SpaceX to recover all three boosters, though it’s possible that safety margins will mean the center core is expended.
Regardless, Falcon Heavy continues to more than prove that SpaceX made the right choice by investing significantly more than $500M of its own money to develop the rocket. In 2021 alone, the rocket has secured three NASA launch contracts worth around $660M. In 2020, SpaceX won another ~$120M Falcon Heavy launch contract from NASA. All told, the rocket has now earned the company ten active launch contracts, including four or five in 2022 alone: ViaSat-3, USSF-52, NASA’ Psyche, USSF-67, and perhaps an Inmarsat commsat. In 2023, Falcon Heavy could launch Astrobotic’s first Griffin Moon lander with NASA’s VIPER rover, followed by GOES-U, Europa Clipper, and (though delays are very likely) two parts of NASA’s Gateway lunar space station.
Including USSF-44 (scheduled to launch next month) and assuming Inmarsat’s I-6 F2 commsat ends up on Falcon Heavy, the rocket now has ten launch contracts after winning GOES-U. Additionally, while the program appears to be in limbo, NASA did technically announce plans for SpaceX to launch at least two Dragon XL spacecraft on Falcon Heavy to resupply the lunar Gateway station – a total of 12 missions if those plans turn into tangible contracts.
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
