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Our Company Culture and Core Values

Values Are at Our Core

At Rush Enterprises, we know that our company’s core values — productivity, fairness, excellence and positive attitude — are the foundation of our success. They’re also what set us apart, giving customers a reason to expect more from us just as we expect more of ourselves.

Each of our core values is embodied in our Rush Driving Principles, a long-established set of company standards that ensure our values are translated into every day, on-the-job behavior. As we build upon our strong foundation of success for today and tomorrow, these driving principles guide all of us — employees, officers and directors — in our work toward the common goal of excellence through integrity.

Rush Enterprises coin

The Customer is the Boss

On each employee’s first day, he or she receives our Rush Enterprises Coin engraved with our company motto: The customer is the boss. It’s a reminder to all of us of our business’ purpose — to provide superior customer service with every interaction and support our customers whenever and wherever they need us. The coin includes our four core values of productivity, fairness, excellence and positive attitude to reinforce the beliefs that guide our actions and decisions every day.


At the most basic level, productivity means getting the job done well — often better than well — while working with common purpose and sense of urgency. We continually strive for efficiency and success in all of our interactions and endeavors, maintaining the entrepreneurial and self-made spirit our founder, W. Marvin Rush, instilled in the company over 50 years ago.

Rush Truck Centers employee sitting at desk with customer


Fairness means doing the right thing every time, without exception. We seek fairness in our interactions and transactions and through transparent communications with customers, suppliers, co-workers, employees and shareholders. Our deep belief in this value also means we respect diversity and the health and safety of everyone. Period.

Rush Enterprises is known industry-wide for the qualities of honesty, truthfulness and dependability. That’s because we are as determined to hold ourselves to the highest standards of integrity as we are to continue our pursuit of excellence in everything we do.


Excellence means doing it better than everyone else. Our first-class facilities across the country. Our portfolio of the highest quality products and services. Our acknowledged advisory role within the industry. Our program for recognizing outstanding employee performance. The consistent drive for excellence throughout Rush Enterprises ultimately translates to superior results for customers everywhere.

Rush Truck Centers employee taking paper out of filing cabinet

Positive Attitude

Positive attitude means approaching every day with excitement about doing our jobs. We treat all of our colleagues as part of the Rush Enterprises family. Together, we’re as grounded in our shared passion for our work as we are dedicated to our customers’ satisfaction and business success. Our ‘bring-it-everyday’ focus, optimistic intensity and tough, but always fair, mindset in every work situation are hallmarks of our ethic.


To us, integrity is more than simply following the rules. It means we tell the truth and deal fairly with each other, our customers, our communities, our shareholders, our suppliers and our business partners.

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