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SpaceX’s backup Dragon launch pad on track for 2023 debut
SpaceX has begun building a backup launch pad for its Cargo and Crew Dragon spacecraft and says the facility could be ready for use as early as fall 2023.
Reuters first revealed those plans in June 2022. They arose because NASA reportedly told SpaceX it was worried that the company’s first Florida Starship launch site – colocated at the only pad currently able to launch SpaceX Dragon spacecraft – could add too much risk. In September 2022, NASA and SpaceX acknowledged plans to modify LC-40 for Dragon launches and indicated that both parties had decided to proceed.
Four months later, SpaceX and NASA have provided another press conference update. Officials confirmed that construction is already partially underway and reported that LC-40 could be ready to support its first Dragon launch less than a year from now.
The update that's rolling out to the fleet makes full use of the front and rear steering travel to minimize turning circle. In this case a reduction of 1.6 feet just over the air— Wes (@wmorrill3) April 16, 2024
Because Boeing’s comparable Starliner capsule is years behind schedule and still unqualified to launch humans, NASA has relied almost exclusively on SpaceX’s Crew Dragon to launch its astronauts to the International Space Station (ISS) since 2020. Starliner should be ready to supplement Crew Dragon’s operational astronaut launches by the end of 2023 or early 2024, alleviating some of that pressure.
NASA, however, chose to develop two spacecraft to guarantee that one spacecraft would likely be available if the other was grounded for any reason. Adding the possibility that a giant, new, experimental rocket (Starship) could potentially halt all SpaceX Dragon launches in one fell swoop was apparently one bridge too many for the agency.
SpaceX’s answer to the problem was about as simple, elegant, and cheap as possible. The company has two operational Falcon launch pads in Florida, and it proposed to modify the second pad. SpaceX’s Cape Canaveral Space Force Station (CCSFS) LC-40 pad is located on a secure military base and has an even longer history of successful Falcon 9 launches than Pad 39A. It also appears that its layout will allow SpaceX to add a Dragon access tower without requiring major redesigns or months of downtime.
LC-40 is SpaceX’s most productive launch pad by far, and the company intends to launch up to 100 times in 2023. It’s thus crucial that the pad remains as active as possible as it’s modified – a major challenge. A combination of luck and the fact that the launch pad is already operational is the only reason that’s possible.
Modifying SpaceX’s busiest pad
In theory, SpaceX needs to do relatively little to enable Dragon launches out of LC-40. Dragon spacecraft are processed for flight at a separate facility and only head to the pad once they’re ready to be attached to a Falcon 9 rocket. The biggest modification LC-40 needs is a launch tower, but SpaceX ironically has experience building giant towers in sections – and offsite – through Starship.
LC-40’s Dragon access tower requires far less complex plumbing and should be smaller and easier to prefabricate and assemble. Regulatory documents indicate that the new tower will stand 81 meters (265 feet) tall – almost a third shorter than the 110-meter-tall tower SpaceX modified at Pad 39A for the same purpose. LC-40 will also need a swinging access arm to connect the tower to Dragon’s hatch. That arm can also be constructed offsite, further reducing the amount of downtime required.
The most disruptive modifications may involve LC-40’s transporter/erector (T/E) device, which rolls Falcon 9 out to the pad, raises it vertical, holds it down with giant clamps; and hosts a maze of plumbing that fuels, pressurizes, and powers the rocket. The top of LC-40’s T/E is fitted with a brace designed to support Falcon payload fairings. In comparison, 39A’s T/E was designed with swappable ‘heads’ that allow SpaceX to switch between Dragon and fairing configurations in a matter of days. The top of LC-40’s T/E also appears to be somewhat removable, but SpaceX may still have to halt launches for a few weeks to get the T/E up to spec and modified for Dragon.
SpaceX says that LC-40 will be ready to support its first Dragon launch as early as fall (Q4) 2023. Its first Dragon mission will carry cargo to the ISS, meaning that the tower, arm, and pad will not need to be immediately human-rated. In theory, SpaceX could even launch Cargo Dragon 2 from LC-40 without a tower or arm, as the only purpose of the tower during uncrewed missions is to load volatile cargo at the last possible second. SpaceX could even revert to a practice that dates back to its original Dragon 1 spacecraft and devise a method to late-load cargo while Falcon 9 and Dragon are still horizontal.
The tower and access arm are only essential for Crew Dragon launches, during which astronauts must board the spacecraft a few hours before liftoff. More importantly, the same arm and tower would be used to escape Dragon and Falcon 9 in case of a minor emergency. NASA requires an escape (egress) system to human-rate a launch pad and rocket. SpaceX met that requirement at Pad 39A with a “slidewire basket” system that carries astronauts to a concrete bunker several hundred feet away from the rocket. Before LC-40 can be human-rated, SpaceX will likely need to build the same basket-and-bunker system or come up with a viable alternative.
Once complete, SpaceX will have two pads capable of supporting all Crew and Cargo Dragon launches. With that redundancy in place, NASA should be far more open to regular launches of SpaceX’s next-generation Starship rocket out of Pad 39A. Access to multiple pads will likely be essential for Starship to complete NASA’s Human Landing System (HLS) contracts, which will culminate in the giant rocket sending humans back to the Moon for the first (and second) time in half a century in the mid-to-late-2020s.
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
