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SpaceX’s orbital Starship prototype sheds tiles, comes to life during first tests
After weeks of mostly invisible – albeit slow and steady – work at Starbase’s suborbital launch and test facilities, SpaceX has finally kicked off the first orbital Starship prototype’s first test campaign.
Almost two months ago, Starship 20 (S20) departed the factory it was built in for the first time and was rolled a few miles down a South Texas highway to Starbase’s nascent orbital launch site. There, SpaceX briefly installed Ship 20 on top of Super Heavy Booster 4 (B4) – an important first and one done with the same ship and booster pair CEO Elon Musk says could eventually support the rocket’s inaugural orbital launch attempt. Mere hours after that August 6th photo opportunity and fit test, Ship 20 was rolled back to the Starbase build site for another week of work before again returning to the launch site.
This time around, Starship S20 headed for one of two suborbital launch and test stands and ultimately spent the better part of the next six weeks sitting in place as workers swarmed around the 50m (~165 ft) tall spacecraft and upper stage to prepare it for the next steps. In theory, those steps were simple enough, beginning with the completion of two basic qualification tests – the same tests that a half-dozen prototypes preceding Ship 20 completed without issue.
Effectively SpaceX’s first Starship or Super Heavy test of any kind in more than two months, it thankfully didn’t take long for things to get interesting. Before the pad had even been cleared of the last few remaining workers, Starship S20 violently shed a good dozen or so fragile heat shield tiles. CEO Elon Musk quickly confirmed speculation that Starship S20 had effectively jetted the tiles off its nose during a brief test of high-pressure cold gas maneuvering thrusters, coincidentally around the same time as SpaceX began to pressurize the rocket for its first tests.
Going into what was believed to be Starship S20’s first ambient-temperature pressure test and cryogenic proof test, the loss of some heat shield tiles was almost universally expected. In a structure as large as Starship, even just the thermal contraction of steel at supercool temperatures (and expansion as it warms back up) could change the rocket’s diameter an inch or so, potentially causing tiles to scrape or press against each other. About the size of a dinner plate and the thickness of an average paperback book, Starship’s ceramic heat shield tiles have proven to be very fragile, with dozens routinely chipping, cracking, and shattering during and after installation on Ship 20.
One unique (and no less unproven) aspect of Starship is SpaceX’s decision to mount its heat shield directly to the thin steel propellant tanks and skin that make up the rocket’s entire airframe. SpaceX’s first stab at the problem involves studs/pins welded – by robot – directly to the exterior of Starship’s tanks and skin. By embedding small metal plates inside each cast tile, they can be easily installed by aligning the tile and pressing it against each set of three barb-like pins, which then irreversibly lock in place. Over most of Starship’s hull, SpaceX then tacks on blankets of off-the-shelf ceramic wool insulation before tiles are installed on top of that steel and blanket sandwich. Compared to the Space Shuttle and Russia’s Buran, the only other orbital spacecraft to fly with non-ablative heat shields, Starship’s thermal protection system (TPS) is incredibly simple. Of course, the challenges imposed on heat shields by mechanical stresses during launch/landing, orbital reentry, and a need for rapid reusability are anything but simple.
As such, to see tiles blown off Starship S20 by cold gas maneuvering thrusters that were simply placed too close to adjacent TPS was an unexpected route to an expected outcome. During Monday’s nine-hour test window, SpaceX appeared to partially or fully pressurize Starship S20 at ambient temperatures before aborting a cryogenic proof test either before or just after it began. While an ambient-temperature proof was the easier of the two tests on the docket, it’s still encouraging to see no obvious tile loss caused by the actual mechanical stresses involved in the test.
Most importantly, compared to losing dozens of tiles to regular mechanical or thermal stresses, fixing an issue with thruster impingement is much easier and should only require a few design tweaks to one specific Starship component. The real nail-biting moments will come during Starship S20’s seemingly imminent cryogenic proof and static fire debuts, major TPS issues during either of which could necessitate vehicle-wide design changes and cause delays.
With any luck, whatever forced SpaceX to abort Starship S20’s first cryogenic proof test can be easily rectified, opening the door for additional attempts. Two more test windows are scheduled later this week from 5pm to 11pm CDT on Tuesday and Wednesday. Rewatch today’s brief testing below.
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
