At the same time as SpaceX is assembling hardware and manufacturing dozens of Raptor engines for Starship’s inaugural orbital test flight, it’s also preparing for what will follow.
Last week, a local photographer captured photos of one of the many dozens of deliveries that arrive at SpaceX’s Boca Chica Starship factory every month – notable this time around because of package labels that reference a “heat shield” and “mini bakery.” In any other case, it would’ve been just another nondescript delivery – likely carrying the latest batch of the ceramic Starship heat shield tiles SpaceX currently manufactures in Cocoa Beach and Cape Canaveral, Florida.
However, as the photographer (@StarshipGazer) that captured the images noted, that Florida Starship heat shield factory just so happens to be colloquially known as “The Bakery” by the SpaceX team that runs it.
As the nickname would suggest, The Bakery is one of two main Florida-based facilities tasked with turning raw materials into the black, hexagonal heat shield tiles that have begun to spread across the exterior of Starship prototypes. The June 7th delivery of a “mini bakery” strongly implies that SpaceX has now begun to build out some limited capacity for heat shield tile production at Boca Chica itself – under the main Starship factory roof, in other words.
While the number of tiles present has only really begun to grow in the last six or so months, SpaceX has been building, testing, and refining Starship’s heat shield technology for more than two years. SpaceX’s custom-built ceramic tiles made their first public appearances in July and August 2019, first launching into orbit on a Cargo Dragon spacecraft and later tagging along on Starhopper’s spectacular 150m (~500 ft) hop a few weeks later. Dragon went on to reenter and splash down in the Pacific Ocean without issue about a month later, effectively marking the first successful orbital reentry of (part of) a Starship heat shield.
With Starship SN8 heralding the arrival of full-size prototype flight tests in the last few months of 2020, SpaceX began to substantially increase the number of tiles installed on Starships, jumping from a handful to hundreds within a few months. Although Starship SN15’s successful May 5th, 2021 launch and landing likely means it will never fly, Starship SN16 was outfitted with more than a thousand tiles (and SN15 flew with almost as many). While those tiles have essentially zero experience acting as a heat shield on Starship prototypes, launching them on suborbital test flights still subjects those heat shield installations to major thermal and mechanical stresses similar to (or worse than) what Starship will need to withstand during launch and after reentry.
Given that at least a few of the ceramic tiles installed on each prototype have invariably shattered at some point during testing, it’s unclear exactly how successful those coupon tests have been. Unlike the Space Shuttle, which also relied almost exclusively on catastrophically fragile ceramic heat shield tiles, Starship’s tiles are mounted directly to its hull and that hull is made out of steel instead of an aluminum frame. In theory, Starship’s structure can thus withstand – and remain functional – at temperatures approaching 800°C (1500°F), whereas the Shuttle’s heat shield had to keep the vehicle’s aluminum structure below ~180°C (360°F).
Of course, Starship has yet to even attempt to survive an orbital-velocity reentry with some 10,000 ceramic heat shield tiles mounted directly to its steel skin. If successful, SpaceX’s ultra-simple design could give Starship massive advantages over the Shuttle, which ultimately proved to be more dangerous than traditional crew capsules and about as expensive as a similarly capable expendable rocket. But Starship’s heat shield has its work cut out for it to prove that the vast spacecraft is truly up to the challenge of orbital reentry and safe, reliable reuse.
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
