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Canada Rocket Company

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uuid00n6bmz

Namestring
Canada Rocket Company
Legal namestring
Canada Rocket Company
Company typeenum
Private
Founded yearint
2026
Descriptiontext

Canada Rocket Company (CRC) is a Toronto-based aerospace startup founded in January 2026 to develop sovereign space launch capabilities for Canada. The company is building a scalable family of methalox-powered launch vehicles, the R-Series Fleet, on a shared 700 kN E-1 liquid oxygen/liquid methane gas-generator engine that is designed and built in Canada and described as the country's only methalox engine. The R-1 is a technical pathfinder and tactical light-lift vehicle delivering up to 700 kg to LEO or 400 kg to SSO with a responsive-launch capability of under 96 hours from call-up; the R-2 is a reusable medium-lift vehicle powered by 7 E-1 engines targeting up to 6,500 kg to 500 km LEO.

CRC's business model is transaction-fee launch services organized around three customer segments: the Government of Canada and Department of National Defence (primary), commercial satellite operators, and NATO and allied partners. The company targets light-lift operational capability by 2028 and medium-lift by the early 2030s, with launches planned from Spaceport Nova Scotia under a 10-year lease with Maritime Launch Services. Go-to-market is enterprise field sales to government defence procurement, supplemented by event-driven advocacy (e.g., Canadian Space Launch Conference) and policy positioning within Canada's Defence Industrial Strategy and the new Defence Investment Agency.

The company is pre-revenue and venture-backed, with approximately $14.7 million CAD in total funding—a $6.2 million all-Canadian seed round co-led by BDC and Garage Capital (the largest space/defence seed round in Canadian history) plus an $8.3 million IDEaS Program grant from DND. Leadership is led by CEO Hugh Kolias and CTO David Tenny, with department heads covering infrastructure, turbomachinery, GNC, avionics, and missions/architecture; advisors include Alain Berinstain (government relations) and Mina Mitry (Kepler Communications CEO). The broader team brings over 150 years of combined orbital flight heritage from Blue Origin, Rocket Lab, SpaceX, Orbex, Tesla, and Pangea Propulsion, and has roughly doubled in size since January 2026 as the company stands up a 7,600 sq-ft engine development facility in Toronto.

Short descriptiontext

Canada Rocket Company is a Toronto-based aerospace startup developing sovereign Canadian space launch capabilities through a scalable family of methalox-powered launch vehicles—the R-1 tactical light-lift vehicle and the R-2 medium-lift vehicle—built on Canada's only domestically designed E-1 methalox engine, serving the Government of Canada, commercial satellite operators, and NATO allies.

Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
11–50
akta.pro rankint
HeadquartersToronto, Canada
HQ citystring
Toronto
HQ countrystring
Canada
HQ regionstring
North America
Markets served

Serves global market

Offices2 records

Each record includes

City, Country, Type, Description, Source

Keyword5 values
orbital launch services, methalox rocket engines, sovereign space access, satellite launch vehicles, responsive launch systems
Industry2 codes
PRIMARYIMABACAA
Launch Vehicles & Orbital Rockets
SECONDARYIMABADAE
Rocket Engines (Liquid)
NAICS code2 codes
  • Guided Missile and Space Vehicle Manufacturing336414
  • Guided Missile and Space Vehicle Propulsion Unit and Propulsion Unit Parts Manufacturing336415
SIC code1 code
  • Guided Missiles & Space Vehicles & Parts3760
Product category
Space Launch Services
Social media profiles1 record
GTM motion2 records

Each record includes

Type, Description, Source

Revenue model2 records
1Launch Services - Government Contracts
TypeTransaction Fee
Description

Revenue from launching government satellites and defence payloads from Canadian territory under sovereign launch program. Target of achieving light-lift operational capability by 2028 and medium-lift capability by early 2030s.

canadarocketcompany.com
2Launch Services - Commercial Payloads
TypeTransaction Fee
Description

Revenue from commercial satellite operators requiring medium-lift launch capacity to LEO. Space technology market projected to grow from $512B to over $1T by 2035 per Precedence Research.

canadarocketcompany.com
Marketing channels4 records

Each record includes

Title, Type, Stage, Description, Source

Distribution channels2 records

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components5 values
Personnel, Technology or R&D, Infrastructure, Supply Chain, Operations
GTM typeB2B
B2B
Offering typeHardware or Manufacturing
Hardware or Manufacturing
Brand1 of 2 records shown
1R-Series Fleet
Description

A scalable launch vehicle architecture including R-1 (technical pathfinder, tactical vehicle) and R-2 (reusable medium-lift launch vehicle)

canadarocketcompany.com
+1 more record
Core offering1 text field

Canada Rocket Company develops sovereign orbital launch capabilities for Canada, manufacturing a scalable family of launch vehicles (R-Series Fleet) built around the E-1 methalox rocket engine. The company offers light-lift tactical launch (R-1, up to 700kg to LEO) and reusable medium-lift launch (R-2, up to 6,500kg to LEO) services, targeting government, defence, and commercial satellite customers from Canadian soil.

Differentiator
Functional benefit
Problem solved
Quantifiable outcome1 of 3 values shown
  • 6,500kg payload capacity to LEO with R-2 medium-lift vehicle
+2 more records
Product overview1 text field

Canada Rocket Company is developing a scalable family of launch vehicles (R-Series Fleet) built on a shared E-1 methalox engine architecture. The initial R-1 is a light-lift tactical vehicle for responsive launch (<96 hours), while the R-2 is a reusable medium-lift vehicle targeting 6,500kg to LEO. Both vehicles share the E-1 engine core, enabling high-cadence, reusable operations. The approach supports near-term operational launch capability and long-term global competitiveness.

Product and service1 record
1R-1 Launch Vehicle
Scale indicator6 records

Each record includes

Type, Value, Description, Source

Partnership1 partner
Strategic tierCoreTypeStrategic or Co-development PartnerAnnounced on2026-03-16
Description

Government (DND) entered 10-year, $200M lease agreement with Maritime Launch Services for launch pad at Spaceport Nova Scotia. CRC selected as one of three companies for IDEaS Launch the North program.

Recent move6 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight6 records

Each record includes

Type, Description

Peers10 records
TypeDirect peer
Description

Develops the Terran medium-to-heavy lift reusable rockets (Terran 1, Terran R) targeting commercial and government payloads to LEO. Comparable as an early-stage reusable launch developer pursuing the medium-lift commercial market CRC targets with R-2.

TypeOthers
Description

Operator of Spaceport Nova Scotia where CRC has secured a 10-year launch pad lease. Not a direct competitor but a critical infrastructure partner and ecosystem participant whose site decisions directly enable CRC's orbital access.

TypeEmerging player
Description

UK-based small launch startup developing the Prime methalox rocket. Directly comparable as a methalox-propelled small launch company in a similar stage of development; also a direct talent donor to CRC's engineering team.

TypeRegional player
Description

Canadian hybrid propulsion rocket startup developing the Aurora small launch vehicle. Domestic competitor for the same sovereign Canadian launch mandate; co-presented with CRC at the Canadian Space Launch Conference.

TypeBroad incumbent
Description

Dominant commercial launch incumbent with Falcon 9, Falcon Heavy, and Starship. CRC's value proposition explicitly names Canadian reliance on SpaceX as the problem it solves, making SpaceX the primary substitute CRC must displace for both sovereign and commercial payloads.

TypeRegional player
Description

Canadian small launch startup developing the Tundra suborbital and orbital launch vehicles. Direct domestic competitor for sovereign Canadian launch demand; co-presented with CRC at the Canadian Space Launch Conference in Ottawa.

7Blue Origin
TypeBroad incumbent
Description

Develops the New Glenn orbital launch vehicle powered by the BE-4 methalox engine. Comparable as a methalox-propelled medium-to-heavy lift reusable launch provider, and a key talent source from which CRC has recruited senior engineers.

TypeEmerging player
Description

Developed the RS1 small-lift launch vehicle with responsive launch positioning targeting government and commercial smallsat customers. Comparable in vehicle class, responsive launch value proposition, and government-focused GTM motion.

TypeBroad incumbent
Description

Operates Minotaur and Pegasus launch vehicles for US government and allied defence payloads. Comparable as an established provider of responsive/legacy launch services to defence customers, the same niche CRC targets with R-1.

TypeDirect peer
Description

Operates the Electron small-lift rocket and is developing the Neutron medium-lift reusable methalox vehicle on the same Archimedes engine family. Closest comparable in vehicle class, propulsion chemistry (methane), reusability strategy, and target customer mix of commercial + government payloads.

Market position
Strengths5 records

Each record includes

Headline, Details, Source

Weaknesses5 records

Each record includes

Headline, Details, Source

Competitive moat4 records

Each record includes

Type, Details

Key risks6 records

Each record includes

Headline, Details, Source

Key highlights7 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Segment3 records

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile3 records

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
Yes
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Feature4 records

Each record includes

Title, Differentiator, Description, Source

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles10 records

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds2 records

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors7 records

Each record includes

Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Canada Rocket Company

Space Launch Servicescanadarocketcompany.com

Canada Rocket Company is a Toronto-based aerospace startup developing sovereign Canadian space launch capabilities through a scalable family of methalox-powered launch vehicles—the R-1 tactical light-lift vehicle and the R-2 medium-lift vehicle—built on Canada's only domestically designed E-1 methalox engine, serving the Government of Canada, commercial satellite operators, and NATO allies.

What Canada Rocket Company does

Canada Rocket Company (CRC) is a Toronto-based aerospace startup founded in January 2026 to develop sovereign space launch capabilities for Canada. The company is building a scalable family of methalox-powered launch vehicles, the R-Series Fleet, on a shared 700 kN E-1 liquid oxygen/liquid methane gas-generator engine that is designed and built in Canada and described as the country's only methalox engine. The R-1 is a technical pathfinder and tactical light-lift vehicle delivering up to 700 kg to LEO or 400 kg to SSO with a responsive-launch capability of under 96 hours from call-up; the R-2 is a reusable medium-lift vehicle powered by 7 E-1 engines targeting up to 6,500 kg to 500 km LEO.

CRC's business model is transaction-fee launch services organized around three customer segments: the Government of Canada and Department of National Defence (primary), commercial satellite operators, and NATO and allied partners. The company targets light-lift operational capability by 2028 and medium-lift by the early 2030s, with launches planned from Spaceport Nova Scotia under a 10-year lease with Maritime Launch Services. Go-to-market is enterprise field sales to government defence procurement, supplemented by event-driven advocacy (e.g., Canadian Space Launch Conference) and policy positioning within Canada's Defence Industrial Strategy and the new Defence Investment Agency.

The company is pre-revenue and venture-backed, with approximately $14.7 million CAD in total funding—a $6.2 million all-Canadian seed round co-led by BDC and Garage Capital (the largest space/defence seed round in Canadian history) plus an $8.3 million IDEaS Program grant from DND. Leadership is led by CEO Hugh Kolias and CTO David Tenny, with department heads covering infrastructure, turbomachinery, GNC, avionics, and missions/architecture; advisors include Alain Berinstain (government relations) and Mina Mitry (Kepler Communications CEO). The broader team brings over 150 years of combined orbital flight heritage from Blue Origin, Rocket Lab, SpaceX, Orbex, Tesla, and Pangea Propulsion, and has roughly doubled in size since January 2026 as the company stands up a 7,600 sq-ft engine development facility in Toronto.

Canada Rocket Company firmographics

Firmographics
Name
Canada Rocket Company
Legal name
Canada Rocket Company
Website
https://canadarocketcompany.com
Company type
Private
Founded year
2026
Operating status
Operating
Headcount range
11–50 employees
Short description
Canada Rocket Company is a Toronto-based aerospace startup developing sovereign Canadian space launch capabilities through a scalable family of methalox-powered launch vehicles—the R-1 tactical light-lift vehicle and the R-2 medium-lift vehicle—built on Canada's only domestically designed E-1 methalox engine, serving the Government of Canada, commercial satellite operators, and NATO allies.
Ownership category
akta.pro rank

Canada Rocket Company industry classification

Industry
Product category
Space Launch Services
NAICS
Guided Missile and Space Vehicle Manufacturing (336414), Guided Missile and Space Vehicle Propulsion Unit and Propulsion Unit Parts Manufacturing (336415)
SIC
Guided Missiles & Space Vehicles & Parts (3760)
akta.pro industry
PRIMARYIMABACAA
Launch Vehicles & Orbital Rockets
SECONDARYIMABADAE
Rocket Engines (Liquid)

Keywords

  • Orbital launch services
  • Methalox rocket engines
  • Sovereign space access
  • Satellite launch vehicles
  • Responsive launch systems

Where Canada Rocket Company is headquartered

Location

Headquarters

HQ city
Toronto
HQ country
Canada
HQ region
North America

Offices2 records

Markets served

Canada Rocket Company business model

Business model
GTM type
B2B
Offering type
Hardware or Manufacturing
Cost components
Personnel, Technology or R&D, Infrastructure, Supply Chain, Operations

Revenue model

  1. Launch Services - Government Contracts: Revenue from launching government satellites and defence payloads from Canadian territory under sovereign launch program. Target of achieving light-lift operational capability by 2028 and medium-lift capability by early 2030s.
  2. Launch Services - Commercial Payloads: Revenue from commercial satellite operators requiring medium-lift launch capacity to LEO. Space technology market projected to grow from $512B to over $1T by 2035 per Precedence Research.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Canada Rocket Company product offering

Product offering

Core offering

Canada Rocket Company develops sovereign orbital launch capabilities for Canada, manufacturing a scalable family of launch vehicles (R-Series Fleet) built around the E-1 methalox rocket engine. The company offers light-lift tactical launch (R-1, up to 700kg to LEO) and reusable medium-lift launch (R-2, up to 6,500kg to LEO) services, targeting government, defence, and commercial satellite customers from Canadian soil.

Product overview

Canada Rocket Company is developing a scalable family of launch vehicles (R-Series Fleet) built on a shared E-1 methalox engine architecture. The initial R-1 is a light-lift tactical vehicle for responsive launch (<96 hours), while the R-2 is a reusable medium-lift vehicle targeting 6,500kg to LEO. Both vehicles share the E-1 engine core, enabling high-cadence, reusable operations. The approach supports near-term operational launch capability and long-term global competitiveness.

Differentiator

Problem solved

Functional benefit

Brands

  • R-Series Fleet: A scalable launch vehicle architecture including R-1 (technical pathfinder, tactical vehicle) and R-2 (reusable medium-lift launch vehicle)
  • E-1 Engine

Products and services

  • R-1 Launch Vehicle

Quantifiable outcome

  • 6,500kg payload capacity to LEO with R-2 medium-lift vehicle
  • +2 more outcomes

Companies that use Canada Rocket Company

Customer profile

Segments3 records

Ideal customer profiles3 records

Canada Rocket Company technology and API

Technology

Technology focussed Yes

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

Feature4 records

Canada Rocket Company partnerships and signals

Strategic signal

Partnerships

One partnership is on record.

  • Maritime Launch ServicescoreStrategic or Co-development Partner · 16 March 2026Government (DND) entered 10-year, $200M lease agreement with Maritime Launch Services for launch pad at Spaceport Nova Scotia. CRC selected as one of three companies for IDEaS Launch the North program.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Canada Rocket Company competitors and assessment

Company assessment

Direct peers

  • Relativity Space: Develops the Terran medium-to-heavy lift reusable rockets (Terran 1, Terran R) targeting commercial and government payloads to LEO. Comparable as an early-stage reusable launch developer pursuing the medium-lift commercial market CRC targets with R-2.
  • Rocket Lab: Operates the Electron small-lift rocket and is developing the Neutron medium-lift reusable methalox vehicle on the same Archimedes engine family. Closest comparable in vehicle class, propulsion chemistry (methane), reusability strategy, and target customer mix of commercial + government payloads.

Others

  • Maritime Launch Services: Operator of Spaceport Nova Scotia where CRC has secured a 10-year launch pad lease. Not a direct competitor but a critical infrastructure partner and ecosystem participant whose site decisions directly enable CRC's orbital access.

Emerging players

  • Orbex: UK-based small launch startup developing the Prime methalox rocket. Directly comparable as a methalox-propelled small launch company in a similar stage of development; also a direct talent donor to CRC's engineering team.
  • ABL Space Systems: Developed the RS1 small-lift launch vehicle with responsive launch positioning targeting government and commercial smallsat customers. Comparable in vehicle class, responsive launch value proposition, and government-focused GTM motion.

Regional players

  • Reaction Dynamics: Canadian hybrid propulsion rocket startup developing the Aurora small launch vehicle. Domestic competitor for the same sovereign Canadian launch mandate; co-presented with CRC at the Canadian Space Launch Conference.
  • NordSpace: Canadian small launch startup developing the Tundra suborbital and orbital launch vehicles. Direct domestic competitor for sovereign Canadian launch demand; co-presented with CRC at the Canadian Space Launch Conference in Ottawa.

Broad incumbents

  • SpaceX: Dominant commercial launch incumbent with Falcon 9, Falcon Heavy, and Starship. CRC's value proposition explicitly names Canadian reliance on SpaceX as the problem it solves, making SpaceX the primary substitute CRC must displace for both sovereign and commercial payloads.
  • Blue Origin: Develops the New Glenn orbital launch vehicle powered by the BE-4 methalox engine. Comparable as a methalox-propelled medium-to-heavy lift reusable launch provider, and a key talent source from which CRC has recruited senior engineers.
  • Northrop Grumman: Operates Minotaur and Pegasus launch vehicles for US government and allied defence payloads. Comparable as an established provider of responsive/legacy launch services to defence customers, the same niche CRC targets with R-1.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Canada Rocket Company social profiles

Digital presence

Canada Rocket Company financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Canada Rocket Company leadership team

Management profile

Number of profiles

Profiles10 records

Canada Rocket Company funding detail

Funding detail

Funding overview

Funding rounds2 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Canada Rocket Company M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Canada Rocket Company

What does Canada Rocket Company do?

Canada Rocket Company develops sovereign orbital launch capabilities for Canada, manufacturing a scalable family of launch vehicles (R-Series Fleet) built around the E-1 methalox rocket engine. The company offers light-lift tactical launch (R-1, up to 700kg to LEO) and reusable medium-lift launch (R-2, up to 6,500kg to LEO) services, targeting government, defence, and commercial satellite customers from Canadian soil.

Is Canada Rocket Company a public or private company?

Canada Rocket Company is a private company. It is classified as venture growth investor backed and is currently operating.

When was Canada Rocket Company founded?

Canada Rocket Company was founded in 2026. It employs 11 to 50 people.

Where is Canada Rocket Company based?

Canada Rocket Company is headquartered in Toronto, Canada, in the North America region.

How does Canada Rocket Company make money?

Two revenue lines are on record. Launch Services - Government Contracts are the primary driver. The others are launch Services - Commercial Payloads.

Who are Canada Rocket Company's main competitors?

Direct peers on record are Relativity Space and Rocket Lab. Maritime Launch Services is listed as an others. Emerging players are Orbex and ABL Space Systems. Regional players are Reaction Dynamics and NordSpace. Broad incumbents are SpaceX, Blue Origin and Northrop Grumman.

Does Canada Rocket Company have an API?

No public API is recorded for Canada Rocket Company.

What industry is Canada Rocket Company in?

Canada Rocket Company's product category is Space Launch Services. Its primary akta.pro industry code is IMABACAA, Launch Vehicles & Orbital Rockets, with a secondary code of IMABADAE, Rocket Engines (Liquid). Its NAICS code is 336414 and its SIC code is 3760.

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Live signals
CBCCanadian companies are racing to build homegrown rockets as space sovereignty becomes a priority | CBC NewsThree Canadian companies are racing to build homegrown rockets, with Canada Rocket Company targeting a 2032 first launch of its medium-lift vessel. The government has allocated $8.3 million each to three firms, and SpaceX's Falcon 9 phaseout may increase demand for Canadian launches. Experts say it could take $50 million and several years to achieve reliable launches.Digital JournalThe infrastructure behind Canada’s push to orbitCanada Rocket Company is building a $30-million static rocket engine test facility to support its goal of launching a medium-lift vehicle into orbit within 6.5 years. The company aims to use proven technology and bring back Canadian engineers, with the Canadian Space Launch Act providing legislative support.Financial PostCanada Rocket Company Building Canada's First Large-Scale Static Rocket Engine Test FacilityCanada Rocket Company announced plans to build a $30-million static rocket engine test facility in London, Ontario, named after astronaut Jeremy Hansen. The facility will support testing engines producing over 1MN thrust and create about 40 jobs, with full operation expected in 2028.The Globe and MailCanada Rocket Co. to invest $30-million in Ontario engine-testing facilityCanada Rocket Co. is investing $30 million over three years to build an engine-testing facility in London, Ontario, aiming to launch a medium-lift rocket by 2032. The company has raised $22 million so far and expects to need nearly $1 billion in funding, with half from government. It plans to be fully operational by 2028.Digital JournalCanada Rocket Company to build first large-scale engine test siteCanada Rocket Company is building Canada's first large-scale rocket engine test facility in London, Ontario, a $30-million site named the Jeremy Hansen Test Facility. The facility will support static testing of engines producing over 1MN in thrust, with up to three stands, and expects to create about 40 jobs within 18 months. The company projects the broader program will generate roughly 1,000 jobs and over $1 billion in investment.Ars TechnicaAs US relations fray, Canada gets serious about its own launch industryCanada Rocket Company is developing the R-2 medium-lift rocket, aiming for a 2032 launch. The company skipped small-rocket development, citing technical advice, and the government has awarded $8.33 million CAD in launch support. The move reflects Canada's push for sovereign space access amid US tensions.BetaKitCanada Rocket Company to build large engine test facility in LondonCanada Rocket Company is building a static rocket engine test facility in London, Ontario, on 50 acres leased from the airport authority. The $30 million hub will create 40 jobs and support its medium-lift launch vision, with full operation expected by 2028.CalgaryheraldCanadian company to build country's first rocket engine test facilityCanada Rocket will build Canada's first large-scale rocket engine test facility in London, Ont., spending $30 million. The 50-acre site will test engines exceeding one meganewton, with full operation by 2028. The company targets its first rocket launch in 2032.Business Wire BlogCanada Rocket Company Building Canada’s First Large-Scale Static Rocket Engine Test FacilityCanada Rocket Company announced plans to build Canada's first large-scale static rocket engine test facility in London, Ontario, named after astronaut Jeremy Hansen. The $30-million facility will support testing engines producing over 1MN in thrust, with 40 jobs expected in 18 months and 1,000 jobs and $1 billion in investment over a decade.BetaKitCanada Rocket Company wants to build a sovereign alternative to SpaceX’s Falcon 9Canada Rocket Company is building a medium-lift rocket to replace SpaceX's Falcon 9, aiming for a 2032 first launch. The startup has raised about $22.5 million CAD and plans a 500,000-square-foot manufacturing facility. It targets 12,000-kg payloads, betting on speed to market.