EVERY Begins Its 22nd Business Year | CEO Message from Japan

A new business year is more than a change on the calendar. For me, it is a chance to look back at what we have learned, recognize what still needs to improve, and decide how we will move forward.

In September 2026, EVERY TRADING began its 22nd business year.

When we started in Japan in 2006, we did not have more than 20 years of experience, customers in more than 100 countries, or the systems and international network we have today. Those things were built one transaction, one challenge, and one relationship at a time.

I am Yuichiro Watabe, President and CEO of EVERY TRADING Co., Ltd. As we enter this new business year, I would like to share what these years have taught me and what I believe EVERY needs to become next.

More Than 20 Years Connecting Japan with the World

EVERY was founded in Japan in 2006.

Since then, we have worked with customers in more than 100 countries and supplied Japanese used vehicles and equipment for many different purposes.

Today, our business includes Japanese used trucks, buses, farm tractors, machinery, cars, vans, SUVs, and other working vehicles.

But when I look back on our history, the number of countries or vehicles is not what I consider most important.

What matters most is that customers trusted us enough to do business across borders.

International trade requires that trust.

Many of our customers are thousands of kilometers away from Japan. They may choose a vehicle online, communicate with our team remotely, make an international payment, and then wait for that vehicle to travel across the ocean.

That experience has taught me that our responsibility is much greater than simply listing vehicles on a website.

The Vehicle Export Business Has Changed

The way people buy vehicles internationally has changed dramatically since 2006.

Customers can now search vehicles instantly, compare prices online, communicate through messaging apps, watch videos, and receive information much faster than before.

Expectations have changed as well.

Overseas buyers expect faster answers, clearer information, greater transparency, and better support throughout the transaction.

I believe this is a positive change.

It forces exporters like us to improve.

Experience is valuable, but experience alone is not enough. A company cannot simply say, “We have been doing this for 20 years,” and expect customers to choose us.

We need to use that experience to provide better service today.

Why Speed Matters to Us

One of the things we continue to focus on at EVERY is speed.

When a customer sends an inquiry from another country, waiting a long time for an answer creates uncertainty.

When vehicle information needs to be confirmed, faster communication helps the customer make a decision. When shipping information changes, communicating quickly can help the customer prepare.

For me, speed is not simply about doing everything as quickly as possible.

Speed is a form of respect for the customer's time.

But speed must work together with professionalism and accuracy. A fast answer that gives the wrong information does not create trust.

Our challenge is to become faster while continuing to provide reliable information and professional support.

Our Next Stage: AI × Communication × Action

As we begin our 22nd business year, one of the ideas guiding our next stage is:

Next “EVERY”
AI × Communication × Action

AI is changing the way companies work, analyze information, communicate, and improve their services.

We want to use this technology actively.

AI can help us process information faster. It can help us analyze data, improve our websites, understand customer needs, and make our internal work more efficient.

But I do not believe AI itself creates trust.

People create trust.

A customer still needs someone who understands the question, checks the vehicle, explains the situation, responds when something changes, and takes responsibility for moving the transaction forward.

That is why our direction is not simply “AI.”

It is AI × Communication × Action.

Technology gives us speed. Human communication gives that speed meaning. Action turns both into value for the customer.

From Used Cars to TBTM

Our business has also continued to evolve.

Today, Trucks, Buses, Tractors, and Machinery—what we call TBTM—are important areas of EVERY TRADING's business.

These are not simply vehicles. They are working assets.

A Japanese used truck may support a logistics company. A bus may become part of a local transportation business. A farm tractor may support agricultural production. Construction machinery may contribute directly to a project or business.

This makes understanding the customer's intended use even more important.

Customers looking for commercial vehicles can browse our current Japanese Used Trucks for Sale, while passenger transport operators can view our Japanese Used Buses for Sale.

Our goal is not simply to increase the number of products we handle. It is to strengthen our expertise so that we can provide better support for customers who depend on these vehicles for real work.

What 20+ Years Have Taught Me About Trust

Over more than two decades, markets have changed, currencies have changed, technology has changed, shipping conditions have changed, and the way customers find vehicles has changed.

One thing has not changed.

Long-term business depends on trust.

Price is important. Vehicle condition is important. Shipping cost is important.

But a business relationship that continues for many years needs something more.

Customers need to know that when there is a question, someone will respond. When there is a problem, someone will take action. And when circumstances change, communication will continue.

This is especially important in international trade, where the buyer and seller may never meet face to face.

For customers who are buying from Japan for the first time, our How to Buy from Japan guide explains the basic purchasing and export process.

The 22nd Business Year Is Another Beginning

I do not see our 22nd business year as a finish line.

I see it as another beginning.

There are still many things we can improve.

We can respond faster. We can provide better information. We can use technology more effectively. We can strengthen our expertise in trucks, buses, tractors, and machinery. And we can communicate more closely with customers and partners around the world.

Most importantly, we can continue taking action.

Small improvements may not look significant on one day. But when a company continues improving year after year, those actions begin to connect.

An improvement creates a better customer experience. A better experience creates trust. Trust creates another transaction. And repeated transactions can become long-term partnerships.

Right Vehicle. Right Value. Right Support.

As EVERY begins its 22nd business year, our purpose remains simple.

We want to connect Japan with customers around the world through vehicles and equipment that create real value.

That means helping customers find the Right Vehicle for their actual needs, understand the Right Value beyond price alone, and receive the Right Support throughout the transaction.

Technology will continue to change. Markets will continue to change. EVERY will continue to change as well.

But the foundation of our business will remain the same: professionalism, communication, action, and trust.

Thank you to all of our customers and partners who have been part of our journey so far.

We look forward to building the next EVERY together.

Next “EVERY”
AI × Communication × Action

Yuichiro Watabe
President & CEO
EVERY TRADING Co., Ltd.
Niigata, Japan