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SpaceX rocket nosecone catch years in the making caught on camera
In a milestone more than three years in the making, SpaceX has successfully caught both halves of a Falcon 9 rocket’s payload fairing (i.e. nosecone) and shared videos of the historic feat.
Meanwhile, twin ships GO Ms. Tree and GO Ms. Chief returned to Port Canaveral before dawn on July 22nd with their trophies safely in hand. After years of development, at least a dozen failed catch attempts, numerous soft ocean landings, and the introduction of a second identical recovery ship, SpaceX has finally proven that a full rocket fairing can be recovered for (relatively) easy reuse.
Ironically, just eight months ago, SpaceX reused an orbital-class payload fairing for the first time, proving that fairings can be recovered and reused even if they fail to land in a recovery ship’s net. As such, the milestone is slightly less monumental than it otherwise could have been – but that’s not a bad thing, in this case. Most importantly, the successful catch of both halves of a Falcon fairing serves as a reminder of SpaceX’s extraordinary tenacity in the face of repeated failures and the reality that – given enough time and resources – the company almost invariably achieves its goals.
In the scope of orbital-class rocket recovery and reusability, payload fairings – nosecones that protect payloads from the atmosphere and environment and deploy several minutes after launch – rarely register. Relative to launch vehicle stages, the fairing typically represents a small fraction of the overall rocket’s cost. However, when built almost entirely out of carbon fiber composites to save as much weight as possible, they can require an outsized amount of labor and production time. At the same time, for a company like SpaceX that has already effectively solved the problem of routine booster recovery and reuse, a part that may have once represented a small fraction of launch costs can quickly become a major portion.
For Falcon 9, with the booster representing something like 65% of the rocket’s material cost, the payload fairing’s share of overall launch cost with a reused booster can quickly balloon from 10% to ~30%. Of course, those savings really only register from an internal perspective, which is precisely way SpaceX has continued to invest in fairing reuse after years with minimal success. Cutting ~30% off the material cost of the dozens to hundreds of Starlink launches planned over the next several years could easily save SpaceX hundreds of millions of dollars.
As such, SpaceX continues to reap the benefits of a healthy, industry-leading commercial launch business, more or less allowing it to pay for the production of rockets and facilities by launching a few commercial missions before moving on to many, many more Starlink launches. Up to now, only Falcon boosters have been able to take advantage of that unique opportunity, but SpaceX has very recently begun to reuse payload fairings – also frequently debuting on commercial missions. As of July 23rd, SpaceX has reused Falcon 9 and Falcon Heavy fairings three times, all on Starlink satellite launches.
On July 20th, Falcon 9 booster B1058 lifted off for the second time after a record-breaking turnaround, carrying South Korea’s ANASIS II military communications satellite and a fresh payload fairing atop a new upper stage. Simultaneously breaking a drought of fairing catches, GO Ms. Tree and GO Ms. Chief successfully caught both halves of said payload fairing in their respective nets for the first time ever. Protected from saltwater immersion that can easily corrode the aluminum both inside and outside the fairings, the successful catch all but guarantees that SpaceX will be able to quickly and easily reuse this fairing on a future Starlink mission.
Two simultaneously successful catches after 12 attempts – three successful – in ~30 months is either an extraordinary fluke or a sign that SpaceX may have solved fairing recovery after years of hard work and iterative improvement. SpaceX’s next firm launch is scheduled no earlier than July 30th and another Starlink mission could potentially happen between now and then, so the company should have several attempts to test its fairing recovery luck in the near future.
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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
