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SpaceX may perfect reusable rockets in 2018: Evolution in the Falcons’ Nest
2017 has in almost every respect been an unrivaled halcyon year for SpaceX: over the course of its twelves months, SpaceX has returned to flight, begun reusing Falcon 9 boosters, and overall completed 18/18 successful launches and 15/15 first stage recoveries – five of which were commercial reuses of ‘flight-proven’ boosters. It is difficult to fathom how the year could have been more successful, aside from a slight hiccup with fairing manufacturing that may have prevented the launch company from racking up 20 or more missions in 2017.
And yet, despite the flooring and incontrovertible triumphs, I can state with confidence that, barring any serious anomalies, SpaceX’s 2018 docket will utterly eclipse 2017’s varied achievements. This series of articles will act as a sort of preview of SpaceX’s imminent future in 2018, each looking at what the new year may hold for the company’s three most fundamental pursuits: the Falcon rocket family, the Starlink satellite internet initiative, and its ambitions of interplanetary colonization.
Sooty Falcon 9 1035 before its second flight with an also-reused Dragon payload, CRS-13. (Tom Cross/Teslarati)
Falcon finds its wings
While 2015 and 2016 both saw their own hints of potential successes to come, 2017 is the first year that SpaceX managed a truly impressive launch cadence for Falcon 9 without a serious vehicle failure. Every 2017 launch flew on either a Block 3 or Block 4 iteration of Falcon 9 1.2. Esoteric model numbers aside, this simply means that Falcon 9’s design, manufacture, and operation are all maturing rapidly; SpaceX has clearly learned from the CRS-7 and Amos-6 failures and responded accordingly with a more cautious and tempered perspective.
From a historical perspective, it is extraordinarily impressive that Falcon 9 and Cargo Dragon have experienced such a tiny number of failures over their short but active existences. Both Falcon 9 and Dragon have experienced several miscellaneous teething issues and technical difficulties over their ~7 years of launches, but only three anomalies resulted in failures that catastrophically impacted customer payloads: CRS-1, CRS-7, and Amos-6. Thus, out of a total of 46 Falcon 9 launches, approximately 94% have been complete successes. For perspective SpaceX’s first orbital rocket, Falcon 1, experienced total failures during its first three launch attempts, for a success rate of 40%.
SpaceX’s Falcon family of rockets. (Wikipedia)
Barring further flight hardware anomalies in the Falcon family, however, 2018 is likely to be even more of a boon for Falcon 9 (and Falcon Heavy). While Falcon Heavy is set to ring in the new year sometime in January 2018, just a few weeks away, far more significant for SpaceX’s launch business is the debut of the “final” iteration of Falcon 9, dubbed Block 5 or ‘V5,’ likely within the next several months. Block 5 has been heavily modified almost entirely for the sake of more efficient reuse, and will feature titanium grid fins (most recently spotted on Falcon Heavy) and several other changes. Altogether, SpaceX’s public goal is to be able to reuse Falcon 9 Block 5 as many as a dozen times with relative ease, and each booster’s lifespan could potentially be lengthened by a factor of 5-10 with more extensive periodic maintenance.
For now, we only use those on super hot reentry missions. Will go to all Ti with Falcon 9 V5, which is a few months away.
— Elon Musk (@elonmusk) December 17, 2017
This ‘final’ version of Falcon 9 will almost undoubtedly go through its own period of tweaks, changes, and iterative improvements once it debuts and begins to gather flight experience. Nevertheless, it’s plausible that once its minor problems are ironed out, SpaceX will choose to “freeze” the design and begin to aggressively transfer large sections of its engineering and manufacturing base over to the company’s Mars rocket, BFR. Ultimately, the highly reusable Block 5 evolution of Falcon 9 will allow SpaceX to transfer over its customers to reused rockets and thus recoup the cost of reusability R&D far faster than ever before, both by lowering the material cost of launch and enabling a considerably higher frequency of launches.
This crop of Falcon Heavy shows off its side cores, both sporting titanium grid fins that are considerably larger than the original aluminum fins. (SpaceX)
Taken as a whole, the culmination of the Falcon family’s evolution will pave SpaceX’s path to realizing its even wilder ambitions of providing ubiquitous and superior satellite internet and transforming itself into the backbone of crew and cargo transport to the Moon, Mars, and beyond. But that’s a story for another day…
While we wish we could jump forward to the end of 2018 and reflect upon even more incredible SpaceX achievements, you can follow SpaceX’s day by day progress live with our launch photographer Tom Cross on Twitter and Instagram @Teslarati. Significant upcoming events include the ever-secretive launch of Zuma (7:57pm EST, January 4) and the inaugural static fire and launch of the titanic Falcon Heavy (no earlier than Jan. 6 and Jan. 15).
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.
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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
