One of the biggest challenges facing Ford is that it has been losing US market share for over a decade. Nearly all agree that Ford needs to cut costs, roll out new products faster and streamline operations. In April this year, Mulally told reporters at the New York International Auto Show that Ford's restructuring was going well. His four-point restructuring plan goes something like this – lay-offs (nearly a third of Ford's white collar workforce were shown the door), divesting non-core manufacturing, speed up product development and get financi! ng. According to Mulally, by 2010, Ford's product line would be completely refurbished.