BMW lags Mercedes in return on sales its 6% vs Mercedes 8%. And it faces higher costs in meeting new EU emissions standards.Mercedes is doing a lot better now that it has gotten rid of the Chrysler distraction. One way is to develop new hybrid and other fuel economy and lower emissions technology in alliance with Daimler. Its developing a new hybrid engine with Daimler and GM of which a model was shown at the Frankfurt Auto Show. Improving profitability to have an 8%-10% return on sales by 2012 is the goal of BMW and it hopes to achieve this with a plan to create costs savings of 6 billion euros in a five yer plan announced by CEO Reithofer. in September 2007. This will mean thousands of layoffs and will mean that it will affect those with temporary contracts first and will include some buyouts also. BMW sales are growing and could reach 1.8 million by 2012.