Suzuki has changed its marketing strategy to focus on sports, music and entertainment.
The new strategy, called 20+, is aimed at customers 20 and older. The average age of Suzuki drivers is 54.
Suzuki will present a special model of its Jimny SUV at Europe's largest open-air festival in Nuerburgring, Germany, this summer.
Festival visitors will be invited to test drive the car on a "Suzuki Urban Jungle" off-road course.
Suzuki recently became main sponsor of the BMX world championship in Cologne.
"Sports people and sports spectators fit our 20+ project," said Guido Hannich, Suzuki Automobile's head of marketing.
Suzuki will also promote snowboard and ski events.
In addition, Hannich plans to increase the company's level of involvement in the motorcycle sport called Freestyle Moto-X.