Rush Enterprises, Inc. (RUSHA) Stock Analysis
Consumer Cyclical · Auto & Truck Dealerships
Sell if holding. Analyst target reached at $70.53 — A.R:R 0.1:1 is below the 1.5:1 minimum. Reward from here is too thin for a buy — the engine flags exit. Additional concerns: Concentration risk — Supplier: PACCAR / Peterbilt.
Rush Enterprises operates 126 Rush Truck Centers in 23 US states and Canada, selling commercial vehicles (primarily Peterbilt and International brands), aftermarket parts, service, leasing, and financing. Revenue for 2025 was ~$7.4B, led by new vehicle sales (55.7%), aftermarket... Read more
Sell if holding. Analyst target reached at $70.53 — A.R:R 0.1:1 is below the 1.5:1 minimum. Reward from here is too thin for a buy — the engine flags exit. Additional concerns: Concentration risk — Supplier: PACCAR / Peterbilt. Chart setup: No clear chart pattern; technical signals are mixed. Score 4.8/10, moderate confidence.
Passes 6/8 gates (positive momentum, clean insider activity, news events none recent, earnings proximity 43d clear, semi cycle peak clear, materials cycle peak clear). Fails on favorable risk/reward ratio. Suitability: moderate.
About Rush Enterprises, Inc.
About Rush Enterprises, Inc.
Rush Enterprises posted $4,139.8 million in new commercial vehicle sales and $2,523.0 million in Aftermarket Products and Services revenues for 2025 — totaling approximately $7.4 billion — across its 126 Rush Truck Centers in 23 states and Ontario, Canada. New Class 8 heavy-duty trucks alone generated $2,425.5 million (32.6% of revenues). The company employed 7,355 people in the United States and 582 in Canada as of December 31, 2025.
Rush Enterprises earns revenues across five lines: new commercial vehicle sales (55.7%), aftermarket parts and service (33.9%), vehicle leasing and rental through PacLease and Idealease franchises (5.0%), used vehicles (4.9%), and finance and insurance products (0.3%). The Aftermarket division — comprising parts sales, service and collision repair, mobile technicians, and full-service maintenance contracts on 3,733 vehicles as of year-end — generated 63.7% of gross profit on roughly one-third of revenues, providing a structural buffer against the new-truck demand cycles that periodically compress commercial vehicle volumes. The company sells vehicles from at least eight OEMs including Peterbilt, International, Hino, Ford, Isuzu, IC Bus, Blue Bird, and Blue Arc, and leases 9,988 vehicles across 55 Rush Truck Leasing locations in 21 states. Fleet customers represent a significant revenue base, and Rush's geographic breadth enables absorption of multi-unit trade-ins that smaller regional dealers cannot manage.
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Rush Enterprises' new commercial vehicle revenues, which represented 55.7% of 2025 sales, are sensitive to fleet operators' capital expenditure cycles. The company reported a backlog of approximately $1,109.6 million in new commercial vehicle orders as of December 31, 2025, but the 10-K notes that recently enacted 25% tariffs on certain medium- and heavy-duty commercial vehicles could trigger cancellations if tariff pass-through materially raises end prices. Because Rush does not manufacture vehicles, tariff pass-through to customers is largely determined by OEM pricing decisions outside the company's direct control. The Aftermarket segment's lower cyclicality — generating 63.7% of gross profit on 33.9% of revenues in 2025 — and recurring full-service maintenance contracts on 3,733 vehicles as of year-end partially offset this exposure.
See also: Consumer Cyclical · Auto & Truck Dealerships
From Rush Enterprises, Inc.'s most recent 10-K filing, extracted June 11, 2026.
Recent developments
updated 2026-06-17Recent Developments — Rush Enterprises, Inc.
Latest news
- NEWS Stephens & Co. Reiterates Overweight on Rush Enterprises, Maintains $85 Price Target — benzinga May 19, 2026 positive
- NEWS Stephens & Co. Maintains Overweight on Rush Enterprises, Raises Price Target to $85 — benzinga Apr 30, 2026 positive
- NEWS Transcript: Rush Enterprises Q1 2026 Earnings Conference Call — benzinga Apr 29, 2026 neutral
- NEWS UBS Maintains Neutral on Rush Enterprises, Raises Price Target to $78 — benzinga Apr 29, 2026 neutral
- NEWS Rush Enterprises Q1 EPS $0.77 Beats $0.72 Estimate, Sales $1.684B Miss $1.721B Estimate — benzinga Apr 28, 2026 positive
Generated 2026-06-17T09:07:23Z.
Upcoming dated catalysts
Thesis
Key Metrics
Quality Signals
Options Flow
Concentration Risks(10-K Item 1A)
- HIGHSupplierPACCAR / Peterbilt10-K Item 1A: 'the majority of our revenues resulted from sales of trucks purchased from Peterbilt and parts purchased from PACCAR Parts'
- MEDIUMSupplierInternational Motors10-K Item 1A: 'a significant portion of our revenues resulted from sales of trucks purchased from International'
Material Events(8-K, last 90d)
- 2026-03-19Item 5.02MEDIUMJason Wilder resigned as COO of Rush Enterprises effective March 18, 2026, to pursue other opportunities. No disagreement cited. Former COO McRoberts will assist during transition; search for new COO announced.SEC filing →
- 2026-03-24Item 5.02LOWJody Pollard, former SVP – Truck and Aftermarket Sales, appointed as COO of Rush Enterprises effective March 23, 2026. Internal promotion; compensation subject to Compensation Committee review.SEC filing →
- 2026-03-05Item 5.02LOWRush Enterprises Board approved cash bonuses and stock option grants for executive officers for fiscal year 2025 on March 4, 2026. Routine annual compensation approval.SEC filing →
Model-generated analysis — not investment advice. Not a registered investment advisor. Past performance does not guarantee future results.
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Rating Breakdown
2 floor-breakers
Revenue shrinking — -9.0% YoY. Growth thesis broken unless recovery story develops.static
Ranks in the bottom of its industry peers on the composite signal. Better names in the same sector exist.static
Price Targets
Position Sizing
Risk Alerts
Earnings
Verdict History
Frequently Asked Questions
Sell if holding. Analyst target reached at $70.53 — A.R:R 0.1:1 is below the 1.5:1 minimum. Reward from here is too thin for a buy — the engine flags exit. Additional concerns: Concentration risk — Supplier: PACCAR / Peterbilt. Chart setup: No clear chart pattern; technical signals are mixed. Prior stop was $66.53. Score 4.8/10, moderate confidence.
Take-profit target: $71.19 (+0.9% upside). Prior stop was $66.53. Stop-loss: $66.53.
Concentration risk — Supplier: PACCAR / Peterbilt; Analyst target reached - limited upside remaining; Weak overall score: 4.8/10.
Rush Enterprises, Inc. trades at a P/E of 21.2 (forward 15.4). TrendMatrix value score: 6.2/10. Verdict: Sell.
12 analysts cover RUSHA with a consensus score of 4.3/5. Average price target: $84.
What does Rush Enterprises, Inc. do?Rush Enterprises operates 126 Rush Truck Centers in 23 US states and Canada, selling commercial vehicles (primarily...
Rush Enterprises operates 126 Rush Truck Centers in 23 US states and Canada, selling commercial vehicles (primarily Peterbilt and International brands), aftermarket parts, service, leasing, and financing. Revenue for 2025 was ~$7.4B, led by new vehicle sales (55.7%), aftermarket products/services (33.9%), and leasing (5%).