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SpaceX installs orbital Starship heat shield prototype with robots
SpaceX has begun large-scale Starship heat shield installation tests with the help of robots delivered last month in a sign that the company has already begun preparing for the rocket’s first orbital flight test campaign.
Designed to eventually replace SpaceX’s workhorse Falcon 9 and Falcon Heavy launch vehicles, Starship is a fully-reusable two-stage rocket powered by methane and oxygen-fueled Raptor engines. Just like Falcon 9, Starship’s first stage (known as Super Heavy) will launch the combined spacecraft and upper stage to an altitude of 70 to 100 km (40-65 mi) and velocity of ~2.5 to 3 kilometers per second (1.5-1.9 mi/s). Super Heavy will separate, boost back towards land, and either land back at the launch pad or on a floating platform.
SpaceX already has extensive experience launching, landing, and reusing orbital-class rocket boosters thanks to Falcon 9 and Heavy, which have completed 57 landings and been reused 39 times in less than five years. The Starship upper stage, however, will have to survive orbital-velocity atmospheric reentries some 3 to 5 times faster and exponentially more energetic than Super Heavy boosters. To do so routinely while keeping Starship cost and complexity low and reusability high, SpaceX will have to develop an unprecedentedly effective heat shield that is easier to install, maintain, and reuse than anything that has come before it.
As with all SpaceX programs, the company began Starship heat shield installation development as soon as possible, installing a handful of tiles (presumably early-stage prototypes) on Starhopper as far back as H1 2019. This continued with small hexagonal tile installation tests on Starships SN1, SN3, SN4, SN5, and SN6 throughout 2020. While those coupon tests obviously didn’t involve orbital-class reentry heating or buffeting, they were still useful to characterize the mechanical behavior of heat shield tiles under the stress of cryogenic propellant loading, Raptor static fires, and hop tests.
In 2019, SpaceX even tested a few ceramic Starship heat shield tiles on an orbital Cargo Dragon mission for NASA. The fact that no more orbital Cargo or Crew Dragon tests were acknowledged seems to suggest that the demonstration was a success, proving that the tiles can stand up to the stresses of reentry from low Earth orbit (LEO).
Behind the scenes, SpaceX is assuredly performing extensive laboratory-style tests with tiles and an agreement signed with NASA Ames Research Center confirmed that the company is using the facility’s arcjet to physically simulate the conditions of orbital-velocity reentry. Tests on the scale of a full Starship, however, are an entirely different story.
The first signs of large-scale heat shield installation testing appeared on July 9th when local resident and photographer Andrew Goetsch (Nomadd) captured photos of a test coupon covering half of an entire steel Starship ring. In April 2020, CEO Elon Musk confirmed on Twitter that the current design involved affixed heat shield tiles directly to Starship’s steel hull with steel studs. It’s unclear how exactly the company is installing steel studs directly onto the ~4mm (0.15 in) thick skins of a pressure vessel or if an off -the-shelf solution was available but Nomadd’s July 9th photos explicitly show the process required to refine the settings on the mystery stud installer.
One month after Nomadd’s spotting, three weeks after a robot delivery, and five days after one of those robots – labeled “HEAT SHIELD – was spotted in action, the first large-scale heat shield installation test article was spotted inside one of SpaceX’s several production tents. The team involved clearly had some fun with the process, installing the tiles in the form of a SpaceX “X”.
In retrospect, robots could be a perfect solution for the affordable, high-volume installation of the thousands of heat shield tiles a single Starship will need. Once tolerances are high enough, it’s conceivable that multiple different Starship sections could be individually outfitted with studs and heat shield tiles by robot, inspected by humans, and joined together to form a complete Starship. Humans would likely need to manually install a gap of tiles around the weld lines of those final sections, but the manual installation work would be reduced to a minimum while keeping the required infrastructure dead simple.
Ultimately, a great deal of work remains before SpaceX can even begin to feasibly attempt orbital Starship test flights, but it’s hard not to get excited by the fact that some of that preparatory work has already visibly begun in South Texas.
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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
