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SpaceX and NASA accidentally set the stage for a new race to the Moon
Almost entirely driven by chance, SpaceX and NASA may soon find themselves in an unintentional race to return humans to the Moon for the first time in half a century.
Both entities – SpaceX with its next-generation BFR and NASA with its Shuttle-derived SLS – are tentatively targeting 2023 for their similar circumlunar voyages, in which NASA astronauts and private individuals could theoretically travel around the Moon within just months of each other, showcasing two utterly dissimilar approaches to space exploration.
Over the course of no fewer than seven years of development, NASA’s SLS rocket and Orion spacecraft have run into an unrelenting barrage of issues, effectively delaying the system’s launch debut at a rate equivalent to or even faster than the passage of time itself. In other words, every month recently spent working on the vehicle seems to have reliably corresponded with at least an additional month of delays for the launch system.
Why these incessant delays continue to occur is an entire story in itself and demands the acknowledgment of some uncomfortable and inconvenient realities about the state of NASA’s human spaceflight program in the 21st century, but that is a story is for another time.
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- SLS. (NASA)
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- NASA’s Orion spacecraft, European Service Module, and ICPS upper stage. (NASA)
A different kind of paper rocket
Returning to SLS, a brief overview is in order to properly contextualize what exactly the rocket and spacecraft are and what exactly their development has cost up to now. SLS is comprised of four major hardware segments.
- The Core Stage: A massive liquid hydrogen/liquid oxygen rocket booster, this section is essentially a lengthened version of the retired Space Shuttle’s familiar orange propellant tank, while the stage’s four engines are quite literally taken from stores of mothballed Space Shuttle hardware and will be ingloriously expended after each launch (SLS is 100% expendable).
- Solid Rocket Boosters (SRBs): Minimally modified copies of the SRBs used during the Space Shuttle program, SLS’ SRBs have slightly more solid propellant and have had all hints of reusability removed, whereas Space Shuttle boosters deployed parachutes and were reused after landing in the Atlantic Ocean.
- The Upper Stage (Interim Cryogenic Propulsion System, ICPS): ICPS is a slightly modified version of ULA’s off-the-shelf Delta IV upper stage.
- The Orion spacecraft and European Service Module: Borrowing heavily from the Apollo Command and Service Modules that took humanity to the Moon in the 1960s and 70s, Orion has been in funded development in one form or another for more than 12 years, with just one partial flight-test to call its own. Orion’s development has cost the U.S. approximately $16 billion since 2006, with another $4-6 billion expected between now and 2023, a sum that doesn’t account for the costs of production and operations once development is complete.
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- The Orion spacecraft and ESM. (NASA)
For the SLS core stage and SRBs, a generous bottom-rung estimate indicates that $14 billion has been spent on the rocket itself between 2011 and 2018, not including many billions more spent refurbishing and modifying the rocket’s aging Saturn and Shuttle-derived launch infrastructure at Kennedy Space Center. Of the many distressing patterns that appear in the above descriptions of SLS hardware, most notable is a near-obsessive dependence upon “heritage” hardware that has already been designed and tested – in some cases even manufactured.
Despite cobbling together or reusing as many mature components, facilities, and workforces as possible and relying on slightly-modified commercial hardware at every turn, SLS and Orion will somehow end up costing the United States more than $30 billion dollars before it has completed a single full launch; potentially rising beyond $40 billion by the time the system is ready to launch NASA astronauts.
Moonward bound
SLS’ first crewed mission, known as Exploratory Mission-2 (EM-2), brings us to the title – NASA’s mission planning has settled on sending a crew of four astronauts on what is known as a Free Lunar Return trajectory in the Orion spacecraft, essentially a single flyby of the Moon. Official NASA statements appear to be sending mixed messages on the schedule for EM-2’s launch, with September 2018 presentations indicating 2022 while a late-August blog post suggests that the crewed circumlunar mission is targeting launch in 2023.
As it happens, SpaceX announced its own plans for a (private) crewed circumlunar voyage less than two weeks ago. Funded in large part by Japanese billionaire Yasuka Maezawa, SpaceX’s hopes to send 10+ people to the Moon on its next-generation BFR launch vehicle, comprised of a fully-reusable booster and spaceship. Deemed Dear Moon by Maezawa, SpaceX is targeting an extremely ambitious launch deadline sometime in 2023, although CEO Elon Musk frankly noted that hitting that 2023 window would require all aspects of BFR booster and spaceship development to proceed flawlessly over the next several years.
Compared to the 10+ years and $30+ billion of development SLS and Orion will have taken before their first full launch, SpaceX is targeting the first orbital BFR test flights as early as 2020 or 2021, self-admittedly optimistic deadlines that will likely slip. Still, betting against SpaceX completing its first BFR launch sometime in the early to mid-2020s for something approximating Musk’s $2-10 billion development cost seems a risky move in the context of SpaceX’s undeniable track record of proving the old-guard wrong.
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- NASA’s EM-2 circumlunar voyage. (NASA)
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- SpaceX’s own circumlunar trajectory, nearly identical. (SpaceX)
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- SLS Block 1. (NASA)
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- BFR’s spaceship and booster (now Starship and Super Heavy) separate in a mid-2018 render of the vehicle. (SpaceX)
It must be noted that the apparent alignment of both SpaceX and NASA’s first crewed circumlunar missions with new rockets and spacecraft is a fluke of chance, and the fact that it may or may not take the shape of a second race to the Moon – pitting two dramatically different ideologies and organizational approaches against each other – is purely coincidental.
However, despite the undeniable fact that NASA and SpaceX are deeply and cooperatively involved through Crew and Cargo Dragon and despite Musk’s genuine affirmations of support and admiration for the space agency, it can be almost guaranteed that the world will look on in the 2020s with the same underlying emotions and motivations that were globally present during the Apollo Program. Rather than a battle of economic and nationalistic ideologies, the New Space Race of the 2020s will pit two (publicly) amicable private and public entities against each other at the same time as they work hand-in-hand to deliver crew and cargo to the International Space Station.
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- An overview of BFR’s booster and spaceship, now known as Super Heavy and Starship. (SpaceX)
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- SpaceX has already completed the first of many carbon-composite sections of its prototype spaceship. (SpaceX)
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- SLS’ movable launch pad is very slowly being prepared for a 2020/2021 debut. (Tom Cross)
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- SLS undoubtedly has several steps up on BFR in terms of volume of hardware in work, although target launch dates are quite similar for both rockets. (NASA)
Critically, this new “race” will be fairly illusory. Thanks to the fact that the new goal of human spaceflight appears to be the sustainable exploration of the solar system, there will inherently be no Apollo-style finish line for any one company or country or agency to cross. Rather than the Apollo Program’s shortsighted economic motivations and its consequentially abrupt demise, the end-result of this new age of competition will be the establishment of humanity as a (deep) spacefaring species, be it a temporary burst of effort or a permanent human condition.
Buckle up.
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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
