How The Narrative On Rush Enterprises (RUSH.A) Is Evolving With New Targets And Buybacks

Simply Wall St

Mon, February 23, 2026 at 10:08 AM GMT+9 3 min read

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RUSHA

+2.09%

RUSHB

+1.17%

UBS

+0.57%

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The latest model update lifts Rush Enterprises’ fair value estimate from US$65.00 to about US$78.67, indicating a higher implied equity value per share than before. Street research, including a move to a US$73 target and a separate US$10 upward adjustment, contributes to this reset and highlights how bulls and bears are rethinking the story at these levels. Read on to see how you can track these shifting assumptions and keep up with the evolving analyst narrative around the stock.

Analyst Price Targets don’t always capture the full story. Head over to our Company Report to find new ways to value Rush Enterprises.

What Wall Street Has Been Saying

🐂 Bullish Takeaways

UBS lifted its price target on Rush Enterprises to US$73 from US$70. This lines up with the higher fair value assumptions you saw above and signals that the firm sees some room for equity value at current levels.

UBS described its stance as cautiously optimistic on potential improvement in 2026. This supports the idea that, in their view, the company has levers for execution and growth that could justify the updated target.

BofA raised its price target on Rush Enterprises by US$10, pointing to a reassessment of the risk or reward trade off that feeds directly into how some investors may look at valuation and future earnings power.

🐻 Bearish Takeaways

Despite the higher US$73 target, UBS is maintaining a Neutral rating. This suggests the firm does not see a clear margin of safety at recent prices and is balancing its 2026 expectations with execution and cycle risks.

Do your thoughts align with the Bull or Bear Analysts? Perhaps you think there’s more to the story. Head to the Simply Wall St Community to discover more perspectives!

NasdaqGS:RUSH.A 1-Year Stock Price Chart

We’ve flagged 1 risk for Rush Enterprises. See which could impact your investment.

What’s in the News

Rush Enterprises announced a share repurchase program authorizing up to US$150 million of Class A and/or Class B common stock through December 31, 2026.

From October 1, 2025 to December 2, 2025, the company repurchased 1,354,513 shares (1.74% of shares) for US$68 million, bringing total buybacks under the December 3, 2024 plan to 3,836,737 shares (4.88%) for US$198.5 million.

From December 2, 2025 to December 31, 2025, the company reported no repurchases under the buyback plan announced on December 3, 2025, leaving that authorization unused in that period.

On December 1, 2025, shareholders approved the second amended and restated articles of incorporation at the AGM, and on December 2, 2025, the Board authorized a new share repurchase plan alongside existing programs.

 






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How This Changes the Fair Value For Rush Enterprises

Fair value updated from US$65.00 to about US$78.67, indicating a higher implied equity value per share in the latest model.

Revenue growth revised from about 1.61% to about 5.04% in the current forecasts.

Profit margin updated from about 4.66% to about 4.61% in the projections.

Future P/E revised from about 15.53x to about 18.24x in the new valuation framework.

Discount rate adjusted from 8.60% to about 8.53% in the updated analysis.

Never Miss an Update: Follow The Narrative

Narratives link a company’s real world story to a financial forecast and fair value, so you can see how business shifts, risks, and capital allocation decisions feed into the numbers. They refresh as new data and research come through, so the story stays current.

Head over to the Simply Wall St Community and follow the Narrative on Rush Enterprises to stay up to date on:

How an aging truck fleet, driven by regulatory and trade policy uncertainty, is supporting higher margin parts and service revenue.

The role of dealer consolidation, growing truck complexity, and recurring solutions such as RushCare in supporting market share and margins.

Key risks around freight recessions, cyclicality in new truck demand, and the investment needs tied to stricter emissions rules and fleet electrification.

_ This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned._

Companies discussed in this article include RUSHA.

Have feedback on this article? Concerned about the content? Get in touch with us directly._ Alternatively, email editorial-team@simplywallst.com_

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