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A new Porsche Macan is displayed at the official opening of the new Porsche Macan factory in Germany. - 

Porsche is the most profitable company in Volkswagen’s family of brands, with a long and storied history. But it has a big problem.

Kyle Stock, Associate Editor at Bloomberg Businessweek says 85 percent of the people who buy Porsches are men.

"They do acknowledge that women are a demographic that they haven’t done great with," says Stock. "They want new buyers, new customers for this and so they’re definitely thinking about that."

After three years of research and development, Porsche rolled out a new model designed to appeal to women, called the Macan.

"Its development was a journey from the Nürburgring test track to the Whole Foods parking lot," says Stock.

Stock believes this crossover vehicle will help the car company increase their female customers, however, they probably should have jumped on the train a long time ago.

"The small SUV segment, the crossover segment, is by far the hottest segment in the market right now," says Stock. "And there is no signs of that slowing down."

Follow Kai Ryssdal at @kairyssdal