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Elon Musk talks upgrades after SpaceX Starship launches, explodes in midair
SpaceX has completed its fourth Starship test flight in as many months, offering the latest glimpse into the often frustrating reality of a highly iterative, hardware-rich rocket development program.
Right on schedule, SpaceX Starship prototype serial number 11 (SN11) lifted off from Boca Chica, Texas at exactly 8am CDT (UTC-5) – all but completely cloaked in a thick layer of fog. While unfortunate for any unofficial observers (and possibly SpaceX’s own desire to gather video footage of a test flight), SpaceX has experience launching rockets (namely Falcon 9) in thick fog thanks to its Vandenberg Air Force Base launch site on the California coast.
As such, fog theoretically poses no fundamental threat to rockets like Starship, but SN11 still took the opportunity to explore new and exciting failure modes shortly before touchdown. CEO Elon Musk himself didn’t take long to weigh in and has even offered some details and a schedule for upgrades planned for SpaceX’s next-generation launch vehicle – upgrades hoped to alleviate whatever issues led to Starship SN11’s premature demise.
First and foremost, due to the fog, the general public saw virtually nothing throughout the launch attempt. Remote streaming cameras set up near SpaceX’s launch facilities – now, excitingly, with the company’s own permission – did manage to catch some level of detail, providing the bare minimum level of insight needed to speculate on SN11’s failed landing attempt.
Per an official webcast and NASASpaceflight’s unofficial “Danger-Close Camera,” installed a few hundred feet from the launch site with SpaceX’s permission, Starship lifted off at exactly 8am and had a seemingly nominal ascent, reaching a familiar 10 km (6.2 mi) apogee around four minutes later. SN11 then arced over onto its belly and free-fell for ~100 seconds. Aside from a few intermittent fires burning on some of the rocket’s three Raptor engines, not an uncommon sight since SN8 first flew, nothing appeared particularly out of the ordinary.
At T+5:49, however, things rapidly went wrong. Still belly-down, Starship SN11 attempted to reignite all three of its Raptor engines to propulsively flip into a vertical landing position. After at least one seemingly successful reignition, SpaceX immediately lost onboard video and telemetry feeds. Based on NASASpaceflight’s pad-adjacent camera, a substantial explosion followed one or two seconds after that attempted ignition, ending Starship SN11’s test flight around 20 seconds earlier than any of its three late siblings.
Debris began to visibly hit the ground another 5-10 seconds after that explosion was first heard, all but guaranteeing that Starship SN11 exploded in midair. At this time, it’s impossible to know what exactly went wrong, but there are two clear possibilities. Starship SN11 could have failed to reignite two or even all three Raptor engines, triggering onboard flight termination system (FTS) explosives designed to prevent the rocket from straying beyond a safe zone of operations. More likely, Starship suffered a substantial failure during that reignition and flip attempt, triggering an almost immediate explosion that tore the rocket apart around half a kilometer (~1500 ft) above the pad and landing zone.
Shortly after, Musk said that Raptor “engine #2 had issues on ascent” that were notable but not enough to explain a violent midair failure and confirmed that whatever went wrong came “shortly after landing burn start.”
Musk offers Starship upgrade schedule, details
Having suffered a failure a bit less than six minutes after launch, Starship SN11 – the fourth three-engine, high-altitude prototype – was ironically the farthest from a successful landing before something went wrong: one step forward, two steps back. While unfortunate, SpaceX still got some amount of data and uncovered one or several new failure modes – arguably the two of the most important primary goals of any developmental flight test program.
Further, Musk revealed that SpaceX intends to complete and roll Starship SN15 to the launch pad just “a few days” from now – certainly earlier than expected. While the SpaceX CEO didn’t go much into detail, he reaffirmed that SN15 would bring substantial upgrades, stating that “it has hundreds of design improvements across structures, avionics/software, & engine[s].”
Musk also touched on SpaceX’s near-term plans after SN15’s upgrade path, confirming that Starship prototypes from SN20 onwards will be “orbit-capable” with even more improvements. That seemingly delineates three clear ‘blocks’ of Starship prototypes, beginning with SN8 through SN11, proceeding with SN15 through SN19, and (nominally) gearing up for true orbital-class test flights with prototype SN20 and its successors. All told, SN11’s midair demise appears likely to be just a small blip in front of a jam-packed, well-structured series of Starship upgrades and flight tests just over the horizon.
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
