Wednesday, February 11, 2026
Brock's Only Independent Student Newspaper
One of the only worker-managed newspapers in Canada

Elon Musk’s Hyperloop is an advertising campaign in the form of an inefficient fantasy

|
|

Elon Musk’s Hyperloop is a spectacle that offers a quarter-baked option for mass transit alternatives.

Footage has surfaced on social media of the Las Vegas-based Loop, a pet project of multi-billionaire Elon Musk through one of his four companies, The Boring Company (TBC). The Loop is a kind of small-scale experiment for Hyperloop, the latter would allow city-to-city travel, while the former as it stands in Las Vegas covers roughly three kilometers. TBC already has plans to build a Hyperloop system in Chicago and even is willing to export their tunnel-boring services for water infrastructure—but certainly not to lay down rails for, say, a subway.

The footage has been seen as revealing in more than one way and has therefore rightfully baffled critics online.

For starters, The Loop was marketed and therefore anticipated as being largely autonomous, with the Teslas functioning as driverless pods. As the footage above shows, the Teslas functioning in The Loop have operators inside them as well as the terminals having service-workers to hail drivers and escort riders. One of the thing’s that was on everyone’s mind was that this looks extremely labour intensive for not much of a return when it comes to transport efficiency.

Contrast this to, say, Singapore’s Mass Rapid Transit (MRT) system, the most extensive autonomous transit system in the world which was built in 1987 and saw a 3.4 million average daily ridership in 2019, and the layers of “genius” behind The Loop start to peel off.

To be cynical, Hyperloop is an advertising campaign for Tesla; it is a way of directing attention to Musk’s electric car company. If the automobile can be shoehorned into the logic of the already existing subway system, it means it can continue to masquerade as the penultimate form of transit. In reality, the automobile has been a disaster for the environment and city planning and our lives will be better if in the next century we move towards large, nationalized communal transit systems like the train, which was once considered the height of modernity.

To top off the circus, the lighting in the tunnel cycles through the colours of the rainbow which are projected onto the tunnel’s walls inducing a kind of cheap-yet-expensive hypnosis in the vein of usual Las Vegas visual drudgery.

There is also the question of maintenance. Considering The Loop’s tunnel space only allows for one vehicle at a time, essentially a bottleneck, if just one Tesla has issues, it could hold up the whole tunnel until it’s repaired.

The Loop is symptomatic of the era of neo-feudalism we are entering where, on the economic, “intangible” side of things, the mystification of our real servitude to transnational corporations and data companies happens through free, opt-in models online where it’s our attention that is the product. In material reality, one way neo-feudalism enacts itself is through the quasi-novel.

Billionaire figures like Musk can present an idea like Hyperloop as revolutionary and use their enormous capital to actually get shovels in the ground when alternatives that are far superior exist and have existed for over two centuries.

Notably, the novelty of Hyperloop doesn’t lie in it being technology that is more efficient, accessible or different than systems we already have. Its novelty is purely in the gerrymandering of automobility with the subway for entranced investors and a middle class yearning for the automobile to remain wholly wed to the American Dream.

More by this author

RELATED ARTICLES

The NHL is homophobic and the use of “Heated Rivalry” in their promotion doesn’t change that 

Piggybacking off the popularity of Crave’s new hit hockey show, Heated Rivalry, doesn’t make the NHL any less homophobic

Brock University’s Concurrent Education program is exhausting its students before they get the chance to become educators 

The Concurrent Education program at Brock University is unnecessarily difficult and ridiculously expensive, causing future educators to experience complete burnout before they even have a chance to reach the classroom. 

Should you do a moot court on a whim? 

On Jan. 24, on a frigid morning during a cold snap and with just four hours of sleep, I embarked at 7:40 a.m. to meet my partner in crime, Wenyang Ming, for my first mock moot court trial.  

A good rom-com shouldn’t be the exception, but the rule 

The rom-coms of today don’t just disappoint — they feel out of touch.

Editorial: Feelings over Trump’s military intervention in Venezuela are contrasting but not contradictory 

The response to the United States’ capture of former Venezuelan President Nicolás Maduro displays an unusual juxtaposition: many Americans are upset at U.S. President Donald Trump for his unannounced military intervention while, on the contrary, many Venezuelans — namely those living within the U.S. — have met the news with widespread celebration.

Carney’s Canada: the middle power once again 

It's fair to say that Mark Carney was elected to do big things. This preliminary trade deal with China is exactly what Canada needs: it puts us back into our rightful — and more importantly, traditional — place as a middle power.  

New Year’s resolutions are stupid 

New Year’s resolutions are a whole load of kablooey and we all know it.