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SpaceX simulates lifting Starship with launch tower ‘arms’
SpaceX has taken Starbase’s rocket-catching launch tower ‘arms’ to new heights during the latest series of proof tests.
That process began in earnest on January 4th, when SpaceX lifted, opened, and swung the tower’s building-sized arms for the first time. Four days later, SpaceX performed a variation on the first round of tests, again slowly lifting the assembly up the side of the launch tower and opening and closing the arms. The most notable difference was the addition of several tandem swing tests, which hinted at more applied tests that were soon to come. SpaceX also performed some basic tests with a third Starship fueling arm higher up on the tower, very slowly swinging it towards where Starship would be standing.
On Sunday afternoon, a third major round of testing kicked off. This set of tests was considerably more focused than the prior two, suggesting that it was more of a simulation of the main purpose of the arms.
Instead of lifting a few dozen feet and performing basic actuation and coordination tests, SpaceX simply lifted the arm assembly up along the tower’s exterior and didn’t stop. There were a few temporary pauses but the arms ultimately reached the approximate height they’d need to reach to stack a Starship on top of a Super Heavy booster. In fact, despite being (in)famous for being partially designed to catch boosters and ships out of mid-air, the main purpose of the arms – and likely the only reason they exist at all – is to safely, accurately, and precisely lift, install, and stack Starships and Super Heavy boosters.
SpaceX could obviously use a giant crawler or tower crane to accomplish a similar feat but cranes – especially large and tall ones – are extremely sensitive to wind conditions and effectively become very unsafe to operate in anything more than a brisk breeze. To put it lightly, even the average weather on the South Texas Gulf Coast is anything but conducive to the routine and reliable operation of giant cranes, which is exactly what SpaceX would need to avoid near-future Starship launch and recovery operations being constantly delayed by weather.
On January 9th, SpaceX appeared to test exactly that function. Before the day’s testing began, workers installed a large steel bar believed to be a weight simulator between the arms. Just like a booster would, the simulator sat – one end resting on both arms – on two small steel appendages identical to those present on all recent Super Heavy prototypes. On top of serving as a hardpoint for cranes, the downward-facing end of the L-shaped structures are capped with a small steel tip designed to take the whole weight of a Super Heavy. Those two minuscule steel caps – each no more than a foot wide – are what SpaceX (or at least CEO Elon Musk) wants Super Heavy to ‘land’ on to be “caught” by the launch tower’s arms.
More importantly, those caps – covering heavy-duty bearings – are also what the arms will ‘grab’ and manipulate to carefully position Super Heavy boosters for launch mount installation. To do so, each arm has a pair of parallel screw rods that can move together to shift the booster closer to or further away from the launch tower or move in opposite directions to slightly rotate it.
Once the arms reached the top of the tower, SpaceX performed several swing tests, mirroring the kind of movements they would use to carefully lift Starship, swing it over top of Super Heavy, and mate the two stages. Ultimately, the tower seemed to complete the simulation without any showstopping issues. Up next, it’s possible that SpaceX will add weights to the simulator bar to fully simulate the 100-200 ton masses of Starship and Super Heavy. Eventually, SpaceX may also use Starship S20 and Super Heavy B4 to fully qualify the arms by actually lifting, stacking, and removing both stages.
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
