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SpaceX’s Elon Musk talks next goals for Falcon rocket reusability
CEO Elon Musk has reiterated that SpaceX is still pursuing a major rocket reuse milestone he originally set for the company several years ago and revealed that its Falcon rockets could ultimately soar far beyond it.
Musk has been talking publicly about reusable rockets for well over a decade but the first hard numbers linked to real hardware came with the debut of Falcon 9’s Block 5 upgrade in May 2018. In a conference call with reporters, Musk famously revealed that the Block 5 upgrade incorporated design changes that would ultimately allow SpaceX to reuse orbital-class Falcon boosters at least ten times each. An upper bound of 100+ flights per booster would also be possible with regular maintenance and part replacements every ten or so launches.
Since the upgrade’s May 11th, 2018 launch debut, Falcon 9 and Heavy Block 5 rockets have completed 37 launches – all successful – with only one in-flight anomaly, a March 2020 engine failure that prevented booster recovery but didn’t preclude mission success. Excluding three flawless Falcon Heavy launches, SpaceX’s 34 Falcon 9 Block 5 launches were collectively completed by 11 boosters – an average of >3 launches per rocket. In fewer words, SpaceX has accumulated a vast wealth of data with which it can judge the Block 5 design and CEO Elon Musk has some choice observations more than two years after his Block 5 press conference.
In the simplest possible terms, Musk’s August 19th comments strongly suggest that the Block 5 upgrade has more than met the goals laid out for it back in 2018.
The fact alone that the average Falcon 9 Block 5 booster (even including one expendable mission) has launched more than three times is a major credit to the design. At the same time, SpaceX flew the same booster for the sixth time just days ago and achieved the fifth launch of three separate Falcon 9 boosters between March and August of 2020.
Now, with all that experience in hand and a Falcon 9 Block 5 booster already 60% of the way to the ten-flight reuse milestone, Musk says that “100+ flights are possible” and that “there isn’t an obvious limit.” While “some parts will need to be replaced or upgraded” to achieve dozens or hundreds of booster reuses, Musk says that SpaceX “almost never need[s] to replace a whole [Merlin 1D] engine.
Given that a Falcon 9 booster’s nine M1D engines are likely the most difficult part of each rocket to quickly and safely reuse, it’s extremely easy to believe that individual boosters can launch dozens – if not hundreds – of times with just a small amount of regular maintenance and repairs. In that sense, SpaceX has effectively achieved Musk’s long-lived dream of building a rocket that is (more or less, at least) approaching the reusability of aircraft.
Of course, even 100-flight Falcon boosters would still be at least one or two orders of magnitude distant from most modern aircraft, but that would still be a vast improvement over any other launch vehicle in history (especially including the Space Shuttle).
Musk says that SpaceX is still actively pushing to fly a Falcon 9 booster ten times and Starlink missions – allowing the company to mitigate risk on its own launches – will leave plenty of opportunities. If SpaceX can fly Falcon 9 booster B1049 every 60 days on average, the company could hit that ten-flight milestone as early as Q2 2021.
The SpaceX CEO also responded to a classic head-in-the-sand claim from traditional aerospace companies like United Launch Alliance (ULA), refuting the theoretical supposition that booster reuse “doesn’t make sense” until ten-flight reuse is achieved. Instead, Musk says that SpaceX only needs to fly each booster three times to ensure that booster reuse is cheaper than just building new rockets.
In short, despite the ad hoc rationalizations competitors continue to use to excuse years of denial and laurel-resting, SpaceX is routinely reusing rockets, saving major resources by doing so, and has still just barely scratched the surface of what is ultimately possible.
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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
