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SpaceX could begin testing its Mars rocket in Texas by late 2018, early 2019
On the heels of a successful wet dress rehearsal for Falcon Heavy, SpaceX’s President and COO Gwynne Shotwell spoke briefly about SpaceX for an aerospace conference located at Texas’ Academy of Medicine, Engineering & Science. Ars Technica’s senior spaceflight editor Eric Berger was in attendance and provided a rough outline of live tweets during the first group of presentations.
While the phrasing cannot provide absolute confirmation, Berger summarized a statement by Shotwell suggesting that SpaceX’s Boca Chica, Texas launch site, currently in the early stages of construction, could be ready to host “vehicle tests” as soon as late 2018, early 2019. At this point in time, based on comments from Shotwell and CEO Elon Musk, it can be reasonably assumed that SpaceX’s Texas launch facilities will be dedicated mainly to the company’s interplanetary colonization efforts, and will probably be tailored to support the testing and eventual launches of BFR/BFS.
Some news from Shotwell: Brownsville launch site ready for vehicle tests in late 2018, early 2019. Move to launch site after that.
— Eric Berger (@SciGuySpace) January 11, 2018
After nine months of earnest construction and rehabilitation, SpaceX’s LC-40 pad was recently reactivated and has since supported two launches without any major hitches. At the same time, LC-39A in flux in order to support launches of SpaceX’s new Falcon Heavy rocket, the size of which required some concomitant upgrades to multiple ground systems. With both of those major tasks now effectively complete, SpaceX’s pad construction team is free to either refocus their efforts towards Boca Chica. Over the past several months, Boca Chica has seen a gradual but consistent level of development, mainly by way of unaffiliated SpaceX contractors. These changes have been dutifully tracked over the last several years on NASASpaceflight.com forums by a handful of friendly local residents interested in the changes coming to Boca Chica and Brownsville, Texas, a nearby town.
SpaceX’s Boca Chica facilities and STARGATE dishes (center-left) seen at sunset from the top of the giant crane garage. (anonymous Instagram user)
Most significantly, the last several months have seen three major developments. First and most prominently, a permanent facility called STARGATE externally appears complete and its two large radio communication dishes have been installed nearby. The STARGATE facility is a public-private partnership between the University of Texas at Brownsville (now part of University of Texas Rio Grande Valley) and SpaceX, with the academic components focusing on research that SpaceX undoubtedly has interest in: improved orbital spacecraft tracking and communications. Operationally, SpaceX will use the facilities to communicate with and operate its Crew Dragon spacecraft during launches, set to begin with an uncrewed demonstration mission as early as August 2018.
Second, an absolutely massive trolley crane appeared on SpaceX’s land and was eventually housed in an apparently purpose-built shed. The crane dwarfs anything currently used at SpaceX’s launch facilities and is almost certainly a custom-ordered piece of equipment, and thus would be both expensive and explicitly purposeful. What that purpose might be is currently unknown, but it is entirely plausible that the crane is intended to support initial testing (or even limited manufacturing) of SpaceX’s first BFS prototype rockets. This speculation has now been strengthened by Shotwell’s January 11 2018 comment on potential “vehicle tests” occurring at the site within a year or so, and also meshes with a presentation she gave in October 2017 at MIT. It also fits with Elon Musk’s 2017 IAC comments that BFR construction tooling and facilities were respectively already ordered and under construction.
The boom of the giant crane seen in late 2017, parked at SpaceX’s Boca Chica facilities. (Reddit /u/ ticklestuff)
Third and last, the aforementioned SpaceX-following locals observed the early stages of a solar power install beginning on some of SpaceX’s Boca Chica land in late 2017, and also noted that at least some of its contractors were part of Tesla Solar. Plans and permits for solar power were acknowledged as far back as 2014, although at that point the contractor was Solar City (now a part of Tesla). A handful of months later, NASASpaceflight user and all-around awesome guy Nomadd has installed a webcam on a tall pole with a wonderful view of both the solar installation (now nearly completed) and STARGATE. The acre of solar panels can be expected to produce as much as half a megawatt (MW) at peak sun, likely more than enough to offset a considerable amount of the facilities’ electricity usage even after it begins to be see serious use.
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- A Tesla Energy/Solar City contractor’s vehicle spotted at the Boca Chica solar installation. (NSF /u/ bocachicagal)
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- As of last week, the solar installation appears to be nearly complete. (NSF /u/ Nomadd)
Originally announced as an additional Falcon launch facility in 2014, Boca Chica has remained relatively dormant over the last three years, and it is truly exciting to see activity ramping up. There are admittedly significant barriers that will prevent SpaceX from effortlessly repurposing its Boca Chica pad for BFR, a much larger rocket. If SpaceX intends to do that, they will almost certainly need to pass a significantly updated FAA environmental impact review and account for any remediations that might be required. Still, that is a small ask for for Brownsville’s local government and Texas as a whole, both of which have clearly enjoyed and begun to benefit from SpaceX’s presence in the otherwise unknown area. SpaceX is unlikely to give up on Boca Chica in the near term, so long as Ms. Shotwell maintains her belief that it is effectively the perfect location for BFR launches.
Overall, Shotwell’s comments over the last several months and today in particular are increasingly encouraging, and things are likely to only speed up as 2018 progresses, allowing SpaceX to focus more and more of its expertise on BFR, BFS, and its South Texas testing and launch facilities.
Full disclosure: As Shotwell did not specify which vehicle or vehicles could be expected to begin testing in 2018/2019, it is possible that Falcon 9, not BFR, was the statement’s target. This article should be taken with a grain of salt, as it is educated speculation based upon public information from SpaceX executives and Texas contractors. Teslarati reached out to SpaceX for additional information, but the company was unable to comment further on Shotwell’s presentation at the moment.
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
