The executive director of marketing revealed to the press, "Bullsone chose Hyun Bin as our new endorsement model after seeing the hard work that he put in to become a Hallyu star. Despite the fact that he was already one of the greatest actors after filming 'Secret Garden,' he didn't settle and even voluntarily enlisted in the Marine Corps, consistently challenging himself. He not only managed himself well, but raised the confidence that people had in him through his consistent amiable actions. With Hyun Bin who adds trustworthiness [to the company], we hope this will help create and establish a stronger culture of people that manage their own cars." 

In relation to becoming the new model, Hyun Bin said , "Just like any other Korean man, I have a lot of interest in cars. I am delighted to become a model for a company that specializes in car products." 

Meanwhile, prior to bringing Hyun Bin on board, Bullsone appointed Lee Soo Geun and Lee Byung Hun as their endorsement models. However, Lee Soo Geun was caught up in illegal gambling and Lee Byung Hun was involved in a blackmailing scandal.