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Hiroki Hatano, founder of ENDLESS
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Our story.

Our story

ENDLESS / REPRESENTATIVE
ENDLESS LLC / FounderHiroki Hatano
HIS STORY

Take the first step.
Find a way forward.

Before starting my own business, my experience at a car dealership amounted to about one month of part-time work. I made plenty of mistakes along the way. Whenever I faced something unfamiliar or a difficult problem, I worked through it, one step at a time.

I did not have all the answers at the beginning. I took the first step, then found a way through the obstacles. That approach helped me expand both my work and the business.

THE JOURNEY

One step.
Then the next.

From the first independent venture to today.

Starting an independent business

At 20, I became self-employed, handling vehicle inspection procedures for petrol stations in Kanagawa. At the same time, I took orders from friends and sourced suitable cars through auctions and other channels, without holding stock.

Launching Smile Auto

At 22, I launched Smile Auto with around 20 vehicles in stock. I set a goal of selling one car a day, and achieved it.

Expanding to around 50 vehicles

I wanted to create new opportunities through work for the people around me, so I invited them to join the business. Together, we grew to around 50 vehicles in stock.

Establishing ENDLESS LLC

From a business focused on used car sales, we expanded into vehicle purchasing.

Continuing to grow our purchasing business

The idea was simple: if we could sell cars, perhaps we could buy them too. We built on our experience in sales and took on that new challenge. We continue to expand the business today.

OUR PHILOSOPHY

Integrity for our customers and our team.

Our philosophy↗