Wave shape and velocity are important issues in reaction-diffusion systems, and are often the result of competition in media with heterogeneous conduction properties. Asymptotic wave front propagation at maximal conduction velocity has been previously reported in the context of anisotropic cardiac tissue, but it is unknown whether this is a universal property of excitable tissues where conduction velocity can be locally modulated by mechanisms other than anisotropy. Here, we investigate the impact of conduction heterogeneities and boundary effects on wave propagation in excitable media. Following a theoretical analysis, we find that wave-front cusps occur where local velocity is reduced and that asymptotic wave fronts propagate at the maximal translational conduction velocity. Simulations performed in different reaction-diffusion systems, including cardiac tissue, confirm our theoretical findings. We conclude that this property can be found in a wide range of reaction-diffusion systems with excitable dynamics and that asymptotic wave-front shapes can be predicted.