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SpaceX success prompts ULA to create ‘RocketBuilder’ design studio for commercial flights
Competition from SpaceX is forcing United Launch Alliance to start beating the bushes for new customers. ULA is a partnership between Lockheed Martin and Boeing and was the “go to” team for transporting supplies to the International Space Station and putting communications satellites into orbit before SpaceX came along and slashed the price of rocket launches in half.
ULA has good reason to go in search of new business. SpaceX says it has $10 billion in future business on its books. ULA had eight launches in 2016 and has ten lined up so far for 2017.
ULA uses the Atlas rocket. In the past two decades, not a single Atlas has failed. That contrasts with two failures suffered by the Falcon 9 favored by SpaceX, one in 2015 and one last September. That gives ULA bragging rights when it comes to reliability.
ULA has just rolled out an online configurator similar to the Design Studio Tesla buyers can use when ordering a new car. Dubbed ‘RocketBuilder‘, the configurator is designed to provision businesses looking to deploy satellites and space cargo into orbit with a shopping cart type experience. “When it comes to evaluating and purchasing launch services, there’s more to it than meets the eye. Reliability, schedule certainty and orbit optimization are considerations that bring real value. Begin your build and discover how Atlas V can minimize time to orbit and maximize satellite lifetime.”, reads the description on the RocketBuilder website. “It will be easier to buy a ride in space than to get a plane ticket home for the holidays,” says ULA CEO Tory Bruno.
When Bruno became the head of ULA in 2014, his mission was clear — make it competitive with SpaceX. According to the RocketBuilder, the base cost of a space launch is $109 million. The starting price for a SpaceX launch is a mere $62 million. But ULA says its superior reliability and accuracy make the cost of insuring its flights much lower.
Factor in the money saved by not building satellites that get blown up while sitting on top of SpaceX rockets and ULA says its services are worth $65 million in intangible savings per launch, more than wiping out the difference between it and SpaceX. Naturally, SpaceX disputes ULA’s reliability, accuracy and insurance cost claims.
“Nobody chooses to have low reliability or blow their rocket up or be late; it takes a great deal of experience, process discipline and know-how to achieve this,” Bruno tells Quartz. “Some day, I expect the rest of the industry will become as reliable as we are.”
A little fiddling with the RocketBuilder also reveals that the cost of a launch can rise precipitously depending on the orbit desired and the size of the payload.
SpaceX says it will launch its next Falcon 9 rocket on December 16, but it is still awaiting final launch approval from NASA. One advantage SpaceX enjoys over all other companies is its ability to recover and reuse its rockets. That capability alone is said to save $30 million per launch.
Elon Musk
Tesla Giga Texas to feature massive Optimus V4 production line
This suggests that while the first Optimus line will be set up in the Fremont Factory, the real ramp of Optimus’ production will happen in Giga Texas.
Tesla will build Optimus 4 in Giga Texas, and its production line will be massive. This was, at least, as per recent comments by CEO Elon Musk on social media platform X.
Optimus 4 production
In response to a post on X which expressed surprise that Optimus will be produced in California, Musk stated that “Optimus 4 will be built in Texas at much higher volume.” This suggests that while the first Optimus line will be set up in the Fremont Factory, and while the line itself will be capable of producing 1 million humanoid robots per year, the real ramp of Optimus’ production will happen in Giga Texas.
This was not the first time that Elon Musk shared his plans for Optimus’ production at Gigafactory Texas. During the 2025 Annual Shareholder Meeting, he stated that Giga Texas’ Optimus line will produce 10 million units of the humanoid robot per year. He did not, however, state at the time that Giga Texas would produce Optimus V4.
“So we’re going to launch on the fastest production ramp of any product of any large complex manufactured product ever, starting with building a one-million-unit production line in Fremont. And that’s Line one. And then a ten million unit per year production line here,” Musk stated.
How big Optimus could become
During Tesla’s Q4 and FY 2025 earnings call, Musk offered additional context on the potential of Optimus. While he stated that the ramp of Optimus’ production will be deliberate at first, the humanoid robot itself will have the potential to change the world.
“Optimus really will be a general-purpose robot that can learn by observing human behavior. You can demonstrate a task or verbally describe a task or show it a task. Even show it a video, it will be able to do that task. It’s going to be a very capable robot. I think long-term Optimus will have a very significant impact on the US GDP.
“It will actually move the needle on US GDP significantly. In conclusion, there are still many who doubt our ambitions for creating amazing abundance. We are confident it can be done, and we are making the right moves technologically to ensure that it does. Tesla, Inc. has never been a company to shy away from solving the hardest problems,” Musk stated.
Elon Musk
Rumored SpaceX-xAI merger gets apparent confirmation from Elon Musk
The comment follows reports that the rocket maker is weighing a transaction that could further consolidate Musk’s space and AI ventures.
Elon Musk appeared to confirm reports that SpaceX is exploring a potential merger with artificial intelligence startup xAI by responding positively to a post about the reported transaction on X.
Musk’s comment follows reports that the rocket maker is weighing a transaction that could further consolidate his space and AI ventures.
SpaceX xAI merger
As per a recent Reuters report, SpaceX has held discussions about merging with xAI, with the proposed structure potentially involving an exchange of xAI shares for SpaceX stock. The value, structure, and timing of any deal have not been finalized, and no agreement has been signed.
Musk appeared to acknowledge the report in a brief reply on X, responding “Yeah” to a post that described SpaceX as a future “Dyson Swarm company.” The comment references a Dyson Swarm, a sci-fi megastructure concept that consists of a massive network of satellites or structures that orbit a celestial body to harness its energy.
Reuters noted that two entities were formed in Nevada on January 21 to facilitate a potential transaction for the possible SpaceX-xAI merger. The discussions remain ongoing, and a transaction is not yet guaranteed, however.
AI and space infrastructure
A potential merger with xAI would align with Musk’s stated strategy of integrating artificial intelligence development with space-based systems. Musk has previously said that space-based infrastructure could support large-scale computing by leveraging continuous solar energy, an approach he has framed as economically scalable over time.
xAI already has operational ties to Musk’s other companies. The startup develops Grok, a large language model that holds a U.S. Department of Defense contract valued at up to $200 million. AI also plays a central role in SpaceX’s Starlink and Starshield satellite programs, which rely on automation and machine learning for network management and national security applications.
Musk has previously consolidated his businesses through share-based transactions, including Tesla’s acquisition of SolarCity in 2016 and xAI’s acquisition of X last year. Bloomberg has also claimed that Musk is considering a merger between SpaceX and Tesla in the future.
Tesla analyst Gary Black of The Future Fund claims that the company is making a big mistake getting rid of the Model S and Model X. Instead, he believes another vehicle within the company’s lineup should be discontinued: the Cybertruck.
Black divested The Future Fund from all Tesla holdings last year, but he still covers the stock as an analyst as it falls in the technology and autonomy sectors, which he covers.
In a new comment on Thursday, Black said the Cybertruck should be the vehicle Tesla gets rid of due to the negatives it has drawn to the company.
The Cybertruck is also selling in an underwhelming fashion considering the production capacity Tesla has set aside for it. It’s worth noting it is still the best-selling electric pickup on the market, and it has outlasted other EV truck projects as other manufacturers are receding their efforts.
Black said:
“IMHO it’s a mistake to keep Tesla Cybertruck which has negative brand equity and sold 10,000 units last year, and discontinue S/X which have strong repeat brand loyalty and together sold 30K units and are highly profitable. Why not discontinue CT and covert S/X to be fully autonomous?”
IMHO it’s a mistake to keep $TSLA Cybertruck which has negative brand equity and sold 10,000 units last year, and discontinue S/X which have strong repeat brand loyalty and together sold 30K units and are highly profitable. Why not discontinue CT and covert S/X to be fully…
— Gary Black (@garyblack00) January 29, 2026
On Wednesday, CEO Elon Musk confirmed that Tesla planned to transition Model S and Model X production lines at the Fremont Factory to handle manufacturing efforts of the Optimus Gen 3 robot.
Musk said that it was time to wind down the S and X programs “with an honorable discharge,” also noting that the two cars are not major contributors to Tesla’s mission any longer, as its automotive division is more focused on autonomy, which will be handled by Model 3, Model Y, and Cybercab.
Tesla begins Cybertruck deliveries in a new region for the first time
The news has drawn conflicting perspectives, with many Tesla fans upset about the decision, especially as it ends the production of the largest car in the company’s lineup. Tesla’s focus is on smaller ride-sharing vehicles, especially as the vast majority of rides consist of two or fewer passengers.
The S and X do not fit in these plans.
Nevertheless, the Cybertruck fits in Tesla’s future plans. Musk said the pickup will be needed for the transportation of local goods. Musk also said Cybertruck would be transitioned to an autonomous line.
Tesla Giga Texas to feature massive Optimus V4 production line
Rumored SpaceX-xAI merger gets apparent confirmation from Elon Musk
