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SpaceX, ULA win multibillion-dollar military launch contract years in the making
Ending a process that began almost two years ago, the US Air Force (now Space Force) has selected SpaceX and ULA to be the recipients of a multibillion-dollar series of launch contracts that stretch into the late 2020s.
Known as the National Security Space Launch Phase 2 Launch Services Acquisition (LSA), the US Air Force publicly began the initiative in Q4 2018. In May 2019, the LSA process was opened to bidders and the military ultimately received serious proposals from SpaceX, the United Launch Alliance (ULA), Northrop Grumman, and Blue Origin.
While the latter three companies proposed their respective next-generation rockets – still in development – to complete at least a dozen military launches from 2022 to 2027, SpaceX offered up Falcon 9 and Falcon Heavy. As of April 2020, Falcon 9 officially usurped ULA’s Atlas V rocket to become the United States’ most prolific operational rocket. While ULA has technically included Atlas V as a backup option in its NSSL Phase 2 bid, the company’s primary launch vehicle is Vulcan Centaur, scheduled to fly for the first time no earlier than July 2021.
As a result, failing to award SpaceX at least one of the two NSSL LSA Phase 2 slots – split 60:40 – would have almost assuredly made a farce of the US military competition. The real question, then, was who would win the other award, and whether the US military would shock the industry with a final decision more technical than political. As previously discussed on Teslarati, the fact that four separate companies submitted serious bids for Phase 2 gave the US military a significant opportunity.
“For dubious reasons, the US Air Force (USAF) has structured the NSSL Phase 2 acquisition in such a way that – despite there being four possible competitors – only two will be awarded contracts at its conclusion. The roughly ~34 launch contracts up for grabs would be split 60:40 between the two victors, leaving two competitors completely empty handed.”
Teslarati.com — August 14th, 2019
Despite repeated petitions by Blue Origin and the attempted intervention of lawmakers in Congress, the US military remained ardently against awarding Phase 2 launch contracts to more than two providers throughout the competition. Barring a successful protest from snubbed bidders Northrop Grumman and/or Blue Origin, it appears that the military ultimately won the battle, selecting two providers.
Instead of awarding even just a handful of the 34 launch contracts up for grabs to Northrop Grumman, the US Space Force is all but guaranteeing that the company’s Omega rocket will die in the cradle without an immediate slew of additional military contracts. There’s a chance that NSSL Phase 1 LSA funding will continue, likely giving NG the money it needs to complete Omega’s development, but that’s far from guaranteed.
Funded entirely out of Jeff Bezos’ pocket, Blue Origin’s ambitious New Glenn reusable rocket is more insulated from a lack of US military contracts and the company could also continue to receive several hundred million dollars as part of an LSA Phase 1 award. For Blue Origin, already set on entering New Glenn into the commercial launch market, military funding could ensure that the company does the extra work needed to certify the rocket and its production facilities for military launches.
Down the road, that means that the US Air Force, Space Force, or National Reconnaissance Office (NRO) could all feasibly award Blue Origin or Northrop Grumman launch contracts outside the 34 Phase 2 missions without having to start a development and certification process that can take a year or more from scratch.
Regardless of the missed opportunities, the NSSL LSA Phase 2 contract is a major win for SpaceX and guarantees the company’s Falcon 9 and Falcon Heavy rockets some 13-14 military launch contracts over a five-year period. For ULA, the victory is likely a massive relief, given that the company’s next-generation (expendable) Vulcan Centaur rocket has next to no chance of sustaining itself with commercial launch contracts. Much like Atlas V in the last decade of the rocket’s life and Delta IV over most of its two-decade career, ULA’s Vulcan rocket will continue the trend of relying almost exclusively on US military contracts.
This time around, however, the US military’s preferential treatment of ULA is nakedly obvious. At almost every turn, SpaceX’s Falcon 9 and Falcon Heavy rockets can provide the same launch services as ULA for anywhere from 20-50% less. For the few missions (direct to geostationary) where ULA’s Atlas V, Delta IV, and Vulcan rockets might actually have a step up over SpaceX, the US could have easily awarded ULA the smaller 40% share or even split that 40% share with Blue Origin or Northrop Grumman, giving SpaceX the lion’s share and likely saving hundreds of millions of dollars – if not $1B+ – over the next seven years.
Instead, business (more or less) as usual will continue for at least another decade as the US military functionally subsidizes ULA’s existence by prioritizing a more expensive rocket to achieve the same outcome. The first LSA Phase 2 launches are currently scheduled to begin no earlier than (NET) 2022.
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Tesla’s most wanted Model Y heads to new region with no sign of U.S. entry
Unlike the standard Model Y, the “L” stretches the wheelbase by roughly 150 mm and the overall length by about 177 mm to 4,976 mm. The result is a genuine 2-2-2 seating layout that gives six adults proper legroom and cargo space — a true family hauler without the cramped third-row compromises of many three-row SUVs.
Tesla’s most wanted Model Y configuration is heading to a new region, and although U.S. fans and owners have requested the vehicle since its release last year, it appears the company has no plans to bring it to the market.
According to fresh regulatory filings, the six-seat Model Y L is coming to South Korea with signs indicating an imminent launch. The extended-wheelbase configuration, already a hit in China, just cleared energy-efficiency certification from the Korea Energy Agency, paving the way for deliveries as early as the first half of 2026.
The vehicle is already built at Tesla’s Giga Shanghai facility in China, making it an ideal candidate for the Asian market, as well as the European one, as the factory has been known as a bit of an export hub in the past.
$TSLA
BREAKING: The official launch of Tesla Model Y L in S.Korea seems to be quite imminent.Additional credentials related to Model YL were released today.
✅ Battery Manufacturer: LG Energy Solutions
✅ Number of passengers: 6 people
✅ Total battery capacity: 97.25 kWh… pic.twitter.com/hmy64XYi80— Tsla Chan (@Tslachan) March 6, 2026
It seems like Tesla was prepping for this release anyway, as the timing was no accident. A camouflaged Model Y L prototype was spotted testing on Korean highways the same day the certification dropped. Tesla has already secured similar approvals for Australia and New Zealand, with both markets expecting the larger Model Y in 2026.
Unlike the standard Model Y, the “L” stretches the wheelbase by roughly 150 mm and the overall length by about 177 mm to 4,976 mm. The result is a genuine 2-2-2 seating layout that gives six adults proper legroom and cargo space — a true family hauler without the cramped third-row compromises of many three-row SUVs.
South Korean filings list it as an all-wheel-drive imported electric passenger vehicle with a 97.25 kWh total battery capacity supplied by LG Energy Solution. Local tests show an impressive 543 km (337 miles) combined range at room temperature and 454 km (282 miles) in colder conditions, easing one of the biggest concerns for Korean EV buyers.
Tesla Model Y lineup expansion signals an uncomfortable reality for consumers
But for U.S. fans, things are not looking good for a launch in the market.
CEO Elon Musk has been blunt. The six-seater “wouldn’t arrive in the U.S. until late 2026, if ever,” he said, pointing to the company’s heavy bet on unsupervised Full Self-Driving and robotaxi platforms like the Cybercab. With the Model X slated for discontinuation, many families hoped the stretched Model Y would slide into the lineup as an affordable three-row bridge. So far, that hope remains unfulfilled.
For now, South Korean drivers will be among the first buyers outside China to enjoy the spacious, efficient Model Y L. Tesla continues its global rollout strategy, tailoring vehicles to regional tastes while North American customers keep refreshing their apps and crossing their fingers.
The Model Y L proves the appetite for practical, family-sized electric SUVs is stronger than ever. Hopefully, Tesla will listen to its fans and bring the vehicle to the U.S. where it would likely sell well.
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.
Tesla’s most wanted Model Y heads to new region with no sign of U.S. entry
Tesla is ramping up its advertising strategy on social media
