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SpaceX, NASA finalize contract for second crewed Starship Moon landing
Around eight months after announcing its intention to do so, NASA has awarded SpaceX a contract for a second crewed Starship Moon landing as early as 2027.
Known as Option B, NASA has exercised a baked-in right to modify its Human Landing System (HLS) Option A contract with SpaceX – signed in April 2021 – to extract even more value from investments into the program. In addition to an uncrewed Starship Moon landing planned no earlier than (NET) 2024 and a crewed demonstration that could land two NASA astronauts on the Moon as early as 2025, NASA’s contract modification gives SpaceX the approval and resources it needs to prepare for a second crewed Starship Moon landing.
On top of securing NASA’s Artemis IV mission astronauts a ride to the lunar surface, the Option B contract will also allow SpaceX and NASA to pursue and demonstrate upgrades that will make Starship an even more capable and cost-effective Moon lander.
Update: NASA says that the Option B modification will cost $1.15 billion, raising the maximum value of SpaceX’s HLS contract to approximately $4.2 billion.
When NASA first announced its intention to add a second crewed Moon landing to SpaceX’s existing HLS contract, the agency couldn’t offer specific information about when that landing might occur or which Artemis mission it would be attached to. Part of the reason for that uncertainty was another announcement two months prior that NASA no longer expected a Moon landing to be paired with its Artemis IV (4) mission. And five days after a March 2022 announcement of plans for a second crewed Starship Moon landing, NASA seemingly reaffirmed that there would be a multi-year gap between Starship’s first crewed Moon landing (NET 2025; tied to Artemis III) and NASA’s second crewed Moon landing, which would use an unspecified lander.
But as of November 2022, NASA has thankfully abandoned plans to intentionally allow a gap between Moon landings. SpaceX’s Starship is now on contract to support back-to-back crewed Moon landings NET 2025 and 2027 as part of NASA’s Artemis III and Artemis IV missions. It’s unclear how or why NASA was able to make that change, but it’s a definite improvement over the alternative.
Additionally, NASA will work with SpaceX to debut new capabilities and improvements on Starship’s second crewed Moon landing. While the Artemis III landing will be about as barebones as possible, the Artemis IV Starship will be upgraded with the ability to transport more NASA astronauts (four instead of just two) and more cargo to the lunar surface. It’s not entirely clear, but NASA reportedly wants to land just ~180 kilograms (~400 lb) of cargo with the first crewed Starship, a vehicle likely capable of landing dozens of tons of cargo in addition to several astronauts. NASA hopes that future “sustainable” lander missions, a category that Starship’s Option B landing may or may not fall under, will transport up to one ton (~2200 lb) of cargo to and from the lunar surface.
Finally, the Artemis IV Starship will also be able to dock with NASA’s Lunar Gateway. Gateway is a small deep space station that will be located in a strange, high lunar orbit. It exists almost exclusively to give NASA’s Space Launch System (SLS) rocket and Orion crew capsule a destination they can both reach. The Orion capsule is almost twice as heavy as its Apollo counterpart and its European Service Module (ESM) offers less than half the performance of NASA’s retired Apollo Service Module. Combined, Orion is physically incapable of transporting itself (or astronauts) to the simpler low lunar orbits used by the Apollo Program.
Instead, NASA’s new Moon lander(s) have to pick up Orion’s slack. Starship will be responsible for picking up astronauts in a lunar near-rectilinear halo orbit (NRHO), transporting them to low lunar orbit, and returning them to NRHO in addition to landing on the Moon, spending a week on the surface, and launching back into lunar orbit.
Until it’s modestly upgraded in the late 2020s or 2030s, Gateway will be equally underwhelming. In fact, that’s part of the reason that Starship docking with the Gateway is in any way significant. SpaceX and NASA have decades of expertise docking and berthing spacecraft with space stations. But those spacecraft are typically smaller and lighter than the stations they were joining. Even after the Gateway is fully outfitted with a range of international modules, Starship will likely weigh several times more than the tiny station, making docking even more challenging than it already is.
Starship’s Moon lander variant could also have a cabin with hundreds of cubic meters of habitable space, while the Gateway is unlikely to ever have more than a few dozen. Having a Starship docked would thus immediately make the ultra-cramped station far more livable.
NASA says Artemis IV and the second crew Starship Moon landing will occur as early as 2027. But a ‘space prophet’ who predicted in 2017 that NASA’s SLS launch debut would slip from 2019 to “around 2023” and forecasted that SpaceX alone would win NASA’s Moon lander contract recently told Ars Technica’s Eric Berger that Artemis III, the mission before Artemis IV, is unlikely to launch before 2028. At the time, that source’s predictions verged on blasphemy, but they’ve ultimately proven to be eerily accurate. Only time will tell if their third ‘prophecy’ follows the same path.
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
