When I heard about that, the first thing that came to mind was the opening scenes in "Heavy Metal" where the 'Vette does a reentry. from a shuttle. Makes me wonder what his long term plans are for the payload. One must admit it's going to be great advertising for his cars, if it makes it into orbit it will be another SpaceX first as well as an automotive first (Lunar Rovers notwithstanding). Crossing the Martian orbit will just be practice for upcoming events.