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SpaceX wins NASA funds to study a Falcon Heavy-launched Moon lander
NASA has announced a series of awards as part of its 2024 Moon return ambitions, providing up to $45.5M for 11 companies to study lunar landers, spacecraft, and in-space refueling technologies.
Among those selected for studies are SpaceX, Blue Origin, Masten Space, and the Sierra Nevada Corporation, alongside usual suspects like Boeing and Lockheed Martin. The chances of NASA actually achieving a crewed return to the surface of the Moon by 2024 are admittedly minuscule. However, with the space agency’s relatively quick three-month turnaround from accepting proposals to awarding studies, those chances of success will at least be able to continue skirting the realm of impossibility for now. In fact, SpaceX believes its Moon lander could be ready for a lunar debut as early as 2023.
Do the OldSpace Limbo!
Almost exactly 90 days (three months) since NASA released its lunar lander request for proposal (RFP), the 11 US companies selected for awards can now begin mature their designs, concepts of operations, and even build prototypes in a select few cases. At least based on the volume of awards and prototypes funded, the bulk of the $45.5M available for these studies unsurprisingly appears to have gone to Boeing and Lockheed. The duo of military-industrial complex heavyweights have maintained a decades-old stranglehold over NASA’s human spaceflight procurement.
In the last 13 years, the companies – combined – have carefully extracted no less than $35B from NASA, all of which has thus far produced a single launch of a half-finished prototype spacecraft (Orion) on a contextually irrelevant rocket (Delta IV Heavy) in 2014. The SLS rocket and Orion spacecraft remain almost perpetually delayed and are unlikely to complete their uncrewed launch debut until 2021, if not later.
SpaceX enters the lunar lander fray
“SpaceX was founded with the goal of helping humanity become a spacefaring civilization. We are excited to extend our long-standing partnership with NASA to help return humans to the Moon, and ultimately to venture beyond.”
– SpaceX President and COO Gwynne Shotwell
SpaceX was one of the 11 companies to receive NASA funding for a lunar lander-related design study. By all appearances, the company has been analyzing this potential use-case for some time. What they offer is significantly more complex than what NASA’s press release described as “one descent element study”. First and foremost, however, it must be stressed that these NASA funded studies – particularly those relegated to design, with no prototype builds – are really just concepts on paper. The NASA funding will help motivate companies to at least analyze and flesh out their actual capabilities relative to the task and time frame at hand, but there is no guarantee that more than one or two of the 11 studies will translate into serious hardware contracts.
Regardless of the many qualifications, SpaceX’s proposed descent module (i.e. Moon lander) is undeniably impressive. If SpaceX were to win a development contract, the lander would be based on flight-proven Falcon 9 and Crew Dragon subsystems wherever possible, translating into a vehicle that would have significant flight heritage even before its first launch. That first Moon landing attempt could come as early as 2023 and would utilize the performance of SpaceX’s own Falcon Heavy, currently the most powerful rocket in operation.
No renders have been released at this stage but it’s safe to assume that a SpaceX Moon lander would be somewhat comparable to Blue Origin’s just-announced Blue Moon lander, capable of delivering ~6.5t (14,300 lb) to the lunar surface. Rather than hydrogen and oxygen, SpaceX would instead use either Crew Dragon’s NTO/MMH propulsion or base the lander on Falcon 9’s extremely mature liquid kerosene/oxygen upper stage and Merlin Vacuum (MVac) engine.
Impressively, the SpaceX lander would aim for nearly double Blue Moon’s 6.5t payload capability, delivering as much as 12t (26,500 lb) to the surface of the Moon. That payload could either enable an unprecedentedly large crew capsule/ascent vehicle or permit the delivery of truly massive robotic or cargo payloads. Additionally, SpaceX believes that a descent stage with the aforementioned capabilities could potentially double as an excellent orbital transfer stage, refueling tug, and more. The lander would also serve as a full-up testbed for all the advanced technologies SpaceX needs to enable its goals of sustainable, reliable, and affordable solar system colonization.
Time will tell if NASA is actually serious about upsetting the status quo and getting to the Moon quickly and affordably, or if they will instead fall back on well-worn habits shown to minimize results and maximize cost. The White House recently proposed an additional $1.6B be added to NASA’s FY2020 budget, inexplicably choosing to take those funds from the federal Pell Grant system, which helps more than five million underprivileged Americans afford higher education. Regardless of the sheer political ineptitude involved in the proposed funding increase, even $1.6B annually (the WH proposal is for one year only) would be a pittance in the face of the spectacular inefficiencies of usual contractors Boeing and Lockheed Martin.
The telltale sign of which direction NASA’s lunar ambitions are headed will come when the agency begins to award actual development and hardware production contracts to one or several of the proposals to be studied. Stay tuned!
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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
