Rush Enterprises, Inc. and its subsidiaries (“Company,” “we,” “us” or “our”) respect the privacy of our customers and other users of our websites and we want to ensure you have a positive experience on our websites. This Privacy Policy applies to this website and Company websites that link to this policy, but does not apply to those Company websites that have their own privacy policy.

Section I, Website Privacy Policy, describes our privacy policies and procedures for our websites. Section II describes our privacy policies and procedures for our mobile application. Section III is a description of our practices regarding collection and use of information and applies to both use of our websites and use of our mobile application. Section IV is our privacy policy with respect to nonpublic personal information disclosed to us in connection with the provision of financial products or services. If we change our privacy policy, we will post the revised policy on this page so you may remain informed about what information we collect, how we use it, and under what circumstances we disclose it.

California Residents: You may be provided with additional rights regarding the use of your personal information. To learn more about those rights, see the Rush Enterprises Privacy Notice for California Consumers.

I. Website Privacy Policy

In general, you can visit this website and Company websites that link to this Privacy Policy (“Website”) without telling us who you are or revealing any personal information. Our servers collect general information about each visit and aggregate this information with similar information from other Website visits to generate Website logs, which we use to evaluate and improve our Website. We may share this information with our subsidiaries, affiliates, advertisers, sponsors, suppliers and service providers (including, but not limited to, manufacturers we represent and suppliers whose products and services can be purchased through us) for the same purpose.

We do not automatically collect information from Website visits that is personally identifiable (such as email addresses), and we do not attempt to link the information our servers collect to individual visitors.

By visiting this Website, you agree that we may collect and use this information as stated in this privacy policy.

II. Mobile Application Privacy Policy

If you download our Rush Enterprises mobile application (“the Application”), we collect information from you when you use the Application that is either provided directly by you or automatically based on your use of and interaction with the Application.

We may collect and use technical data and related information (including technical information about your device, system, peripherals and your interactions with the Application) that is gathered periodically to facilitate the provision of updates, support and other services to you (if any) related to the Application.

This Application collects real-time information about the location of your device. If you do not want us to collect this information, do not download the Application or delete it from your device.

III. General Privacy Practices


We use information for the purposes for which you furnish it to us. Where we request personal information, our online forms indicate the purposes for which we intend to use your personal information, and we will use the personal information you provide only for those purposes. If you click Contact Us or utilize an application or feature available on the Website, such as an online chat application, and provide us with personal information (such as your name, address, telephone number and email address), we use the personal information to analyze and properly respond to your comments. Similarly, if you send any of our employees an inquiry via email, they will use the information you provide in the email to analyze and respond to your email.

If you do not express a preference in an online form, email or other communication with us, we may include you on mailing lists for our products and services (including products and services of our affiliates or their advertisers or sponsors) if we believe you might find this information interesting or useful. If you would prefer not to be included on our lists, please advise us at the time you submit the online form, email or other communication.

We strongly urge you NOT to submit to us sensitive information, such as your Social Security Number or credit card information, unless it is necessary for the purposes of your communication.  Even though we strive to protect your personal information and privacy, we cannot guarantee the security of information you disclose online and you do so at your own risk. Minors should not submit personal information without the consent of their parent or guardian.  However, there is no way for us to prevent minors from voluntarily furnishing us this information.  Please Contact Us if you have any questions regarding personal information that your minor children may have provided us.

Employees, contractors and affiliates of Company as well as service providers for the purpose of providing services for us, will have access to the personal information we collect online, via the Application or receive via email if they require this information in order to perform their jobs, provide the applicable service or respond to questions or comments you send us. We have established practices aimed at protecting the information we collect online or receive via email from unauthorized access.

There are also circumstances in which we will share personal information with one of the manufacturers we represent or our affiliates, advertisers or sponsors. If you would prefer that we not furnish your information in this manner, please advise us in advance. You should be aware, however, that this type of instruction might impair our ability to properly respond to you or process the information you provide.

We do not distribute, sell, trade or license any information collected or received online, including email lists.

We may use cookies, pixel tags, web beacons, log files and similar technologies to recognize you and your access privileges on this Website, to facilitate the interaction between you and this Website or the Application, and to track usage. We do not consider any of the information we collect through such technologies to be personal information, except where such information is deemed to be personal information by applicable law.

Please note, however, that we set cookies and other similar technologies only for Company, and not for manufacturers we represent or our advertisers, sponsors or others. Third parties (including, but not limited to, advertising companies who serve ads on the Website and Application or elsewhere across the Internet) may also place cookies, pixel tags, web beacons, log files and other similar technologies on your computer or device when you visit our Website or use our Application, and you may also receive cookies from these other parties by virtue of accessing their web sites – we do not control any of these third-party cookies or other technologies.

You, of course, have the option of refusing to accept cookies by changing your browser preferences, activating the appropriate settings on your mobile device or using commercially available software. However, if you refuse the cookies from this Website or the Application, you may find that some services do not function properly.

We collect information about your activities on our Website and through our Application over time, and we associate this information with you personally or your device for purposes of enabling and administering the functionality of the Website and the Application for you and for sending you location-based communications (which could include advertising for goods and services available from or through us, including products and services offered by third parties). We also use such information for internal analytical purposes. Other than for the purpose of enabling the delivery of advertising directly to you or your device through the operation of our Website or Application, to the extent we ever provide any such information to third parties, it will be in aggregated form and will not be associated with you personally. If you do not want us to collect this information, do not use our Website or download the Application or, if you have downloaded the Application, delete it from your device.

We also use "Google reCAPTCHA" (hereinafter "reCAPTCHA") on our Websites. This service is provided by Google Inc. ("Google"). reCAPTCHA is used to check whether the data entered on our Websites (such as on a contact form) has been entered by a human or by an automated program. To do this, reCAPTCHA analyzes the behavior of the website visitor based on various characteristics. This analysis starts automatically as soon as the website visitor enters the website. For the analysis, reCAPTCHA evaluates various information (e.g. IP address, how long the visitor has been on the website, or mouse movements made by the user). The data collected during the analysis will be forwarded to Google. The reCAPTCHA analyses take place completely in the background. Website visitors are not advised that such an analysis is taking place. Data processing is based on Art. 6 (1) (f) DSGVO. The website operator has a legitimate interest in protecting its site from abusive automated crawling and spam. For more information about Google reCAPTCHA and Google's privacy policy, please visit the following links: and

Now and in the future there may be laws that apply to the use of websites and applications for behavioral or location-based tracking. The web browser you use may even have a “do not track” (or similar) setting. We, however, have not adopted processes to address those settings or other “do not track” requests, and consequently, do not limit or block your access to and use of our Website or Application. If you are not comfortable, your only practical option at this time is to not use the Website or Application.

In all cases, it is our intent to fully comply with "do not track" laws to the extent they are applicable to us and to our Website and Application.

This Policy in no way restricts or limits our collection and use of information that does not identify you and that is not considered “personally identifiable” pursuant to applicable law. We may use information from which your personally identifiable information has been removed or obscured for any purpose, in aggregate form or otherwise. We collect and use such information for a variety of purposes and may provide such information to third parties without restriction.

This policy only applies to Company  Websites and the Application. As described above, we may share information obtained from Company Websites with our affiliates or other third parties. While we expect that these affiliates or others will respect your privacy in a manner consistent with our policies, we cannot guarantee that they will do so.

IV. Privacy Policy - Credit Applications/Financial Products or Services

We provide you with an opportunity to print a credit application on the Website. By submitting your credit application, you have consented for Company or one or more lending institutions to investigate your credit and employment history as described in detail at the bottom of such credit applications.

When you submit a credit application to Company, Company and lending institutions may collect nonpublic personal information about you from your credit applications, other forms you provide, details regarding your prior transactions with the party collecting such information, and consumer reporting agencies.

Our policies with respect to nonpublic personal information disclosed to us in conjunction with the provision of financial products or services, including information provided in a credit application, are available at

Last modified January 1, 2020